New UEFA Champions League sponsor will come at a high social cost

Recent changes to the UEFA Champions League format have dominated discussions amongst fans and the media, but a significant announcement regarding UEFA’s partnership with the British gambling company bet365 has received less attention. This alliance highlights the growing entanglement between football and gambling, with bet365 set to gain extensive exposure through UEFA’s platforms in new territories.

Despite the financial benefits for UEFA, this partnership raises serious public health concerns. A major survey indicates that gambling harms in the UK may be far greater than previously recognised, with young men particularly at risk.

Football’s deep connection with gambling marketing – from sponsorships to in-play betting – contributes to the normalisation of betting among fans. While UEFA and bet365 promote “responsible gambling,” critics argue that this approach fails to address the inherent risks. The article offers an insightful examination of the ethical complexities surrounding gambling sponsorship in football.

Earlier this month Dr Robin Ireland, Director of Research at HEG, published an article in The Conversation exploring the new commercial partnership between UEFA and the British-based gambling operator Bet365. Within the article, Robin argues that whilst UEFA suggests they want to use football as a tool to promote health and wellbeing, partnering with a high-profile gambling operator sends a very different message to fans.

You can read the full article in The Conversation.