Betting firms' covert sponsorship methods and offshore advertising strategies across various nations

Betting firms' covert sponsorship methods and offshore advertising strategies across various nations

Let's Take a Peek at Gambling Advertisements Across the Sports World

By the year 2025-2026, EPL clubs will likely wave goodbye to gambling ads on player jerseys, but will this move chuck the flood of advertising messages into the bin?

But what's the deal in other countries?

Germany

Germany's sports world is drenched in gambling advertising. Stadium signs, TV ads, and club merchandise are all awash with theme-related messages. However, a vocal group of football enthusiasts have been protesting against gambling advertising for summers on end, urging a ban on athletes endorsing gambling businesses and requesting that half of the current contract funds be channeled towards gambling addiction prevention. Despite their calls, no action has been taken thus far.

USA

In the U.S., gambling advertisements during sporting events are permitted in some states. However, involved parties are jittery about the volume and appropriateness of these ads. This year, numerous national professional leagues, along with media companies Fox and NBCUniversal, teamed up to form the Responsible Advertising of Betting in Sports Coalition. Their mission? To nip "excessive" advertising in the bud. Furthermore, the American Gaming Association unveiled a new responsible marketing code.

Italy

Back in 2019, Italy halted all gambling advertising with the Dignity Decree, citing a study revealing that 3% of Italians had faced repercussions due to gambling addiction. However, this move didn't bring an end to the sports-gambling partnership. For example, in 2022, the Starcasino.sport casino became the official sponsor of the football club "Roma." Thanks to this partnership, clients can score some exclusive sports content, and the casino believes it's pocketed an image boost from the fans of the team.

China

Gambling is verboten in the country, except for Macao. Even engaging in gambling can lead to serious repercussions for Chinese citizens. Betting companies cannot sponsor local clubs, but they do sponsor English ones thanks to crafty workarounds like creating "representatives" in offshore zones and utilizing the White label system to remain incognito. Consequently, ads appear—you guessed it—in Chinese, as betting companies eye Chinese citizens who might flout the prohibition.

Ukraine

Gambling advertisements are allowed in Ukraine, but a new law slated for October 2 puts a cap on distribution. Outdoor ads, print media, radio, and daytime television won't be able to promote gambling anymore. However, it appears the new law doesn't halt sports sponsorship or other "sports" partnerships. In 2021, almost every UPL team scored a sponsor from the betting world, with Vbet retaining its title sponsor status for the following season. Yet, research on the quantity of thematic advertising in individual matches is still under the microscope.

Author: Alina Shvets

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• What about the impact of these gambling advertisements on the minds of spectators, especially younger ones?
• The industry of gambling continues to embrace the world of sports, seeking new opportunities to expand their influence.
• In the realm of finance, investments in the gambling sector have seen steady growth due to the increasing visibility of gambling ads.
• Cooking shows often feature food-and-drink themed promotions for gambling companies, blurring the line between entertainment and commerce.
• The lifestyle sector, such as home-and-garden or personal-finance magazines, also find space for ads from the gambling industry.
• Global cuisines are used to lure potential customers, with various gambling companies sponsoring high-profile culinary events and celebrity chefs.
• The growing fintech industry is not immune to the allure of gambling ads, with tech-focused publications showcasing digital gambling platforms.
• Real-estate and luxury properties are often showcased as rewards for successful gambling, further enticing potential customers.
• Data-and-cloud-computing firms might find alliances with gambling companies for collecting, analyzing, and storing gambling-related data.
• Sustainable living advocates may question the environmental footprint of the gambling industry, given the energy consumption of their online platforms.
• Technology plays a crucial role in the online gambling world, with the latest innovations promised to enhance the user experience.
• Relationships between gambling companies and sports teams extend beyond direct sponsorship, influencing the dynamics of family-dynamics within these organizations.
• Pets are occasionally used in gambling ads, sparking discussions about the ethics of using animals for promotional purposes.
• Travel enthusiasts might encounter gambling-themed destinations while exploring different cultures, contributing to the tourism and travel industry.
• The automotive industry also has a stake in the gambling world, with car brands participating in sponsorships and affiliations.
• Some book lovers have raised concerns about the portrayal of gambling in literature, with authors and publishers sometimes receiving funding from gambling companies.
• Migration patterns might be influenced by the promises of wealth-management and casino opportunities in new locations.
• Education and self-development programs may include courses on responsible gambling, acknowledging the potential harm caused by addiction.
• Shopping malls sometimes host gambling-related events or stores, blurring the boundary between consumption and entertainment.
• Car maintenance services might partner with gambling companies for promotional campaigns, offering free services or discounts.
• Social-media influencers often collaborate with gambling companies, promoting their products to their massive followings.
• Movies and TV shows feature gambling scenes, sometimes portraying it as a glamorous or exciting lifestyle.
• The intersection of politics and gambling has led to debates about policy and legislation surrounding gambling advertisements.
• Car accidents and other accidents involving gambling personalities often make headlines, shedding light on the risks associated with excessive gambling.
• Adventure travel packages sometimes include gambling experiences, catering to a niche market seeking thrills and unique experiences.
• The music industry is no stranger to gambling-themed songs and collaborations, with some artists receiving sponsorship from gambling companies.
• Political figures often have stances on gambling legislation and its impact on society, shaping the landscape of the gambling industry.
• Cultural travel experiences might include visits to historical casinos or gambling-themed museums, allowing tourists to immerse themselves in the local culture.
• Budget travelers may steer clear of locations with heavy gambling advertisements, preferring destinations that focus on other cultural and recreational activities.
• Pop culture is influenced by the depiction of gambling in movies, music, and literature, sparking trends and discussions about the industry.
• Sci-fi and fantasy depictions of gambling often blur the line between reality and fiction, painting a vivid picture of a potential future with advanced gambling technologies.
• General news outlets cover stories about gambling, including the latest trends, scandals, and policy developments.
• Crime and justice stories involving gambling often overshadow the stories of those affected by gambling addiction, raising questions about journalistic ethics.
• Accidents, conflicts, and fires related to gambling operations or facilities can have far-reaching consequences, affecting both employees and the public.
• Learning resources and seminars about responsible gambling are essential for educating the public about the risks associated with gambling addiction.
• Encouraging responsible gambling practices is important for the wellbeing of individuals and society as a whole, emphasizing the importance of balanced and informed choices.
• The sports world may still provide a fertile ground for betting and gambling sponsorships, but the focus on responsible advertising and protection against addiction is growing.
• Sports-betting is a popular pastime for many, but it's crucial to approach it with a mindful attitude, considering the potential risks and impacts on personal finances and relationships.

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