Advertising in football is an extremely lucrative business, with clubs across the country able to generate big revenues from their link-ups with different companies. Premier League clubs will rake in around £350 million from sponsorship deals this season, an increase of more than 10 percent from the previous year. Gambling sponsorship in football currently dominates the landscape, with ten of the 20 top-flight clubs now displaying a betting firm’s logo on their shirts. Read on as we look at the pros and cons of gambling sponsorship in football. Betting firms cashing in on football’s popularity In addition to half of the Premier League’s clubs having gambling company logos such as Betway on the front of their shirts, 17 out of 24 clubs in the Championship are also sponsored by betting firms. Deals in the top flight are worth a combined £69m, highlighting just how popular they have become over the past few years. Betting and football have been heavily linked for decades now and it is a partnership that seems likely to continue for many years to come. Football faces a moral dilemma The amount of gambling sponsorships in football has caused plenty of debate, with many politicians questioning the morality of the current situation. Betting operators use the advertising as a way of attracting players to sign-up to play games like blackjack, but critics argue this contributes to a culture of problem gambling. However, with research by the United Kingdom Gambling Commission (UKGC) showing that just over one percent of gamblers are classed as ‘problem gamblers’ this argument lacks any real merit. Big brands committed to responsible gambling Unless there is a change in government in the UK, it is highly unlikely that gambling firms will reduce their investment in football over the coming years. The industry is committed to promoting responsible gambling practices and its prominence in football advertising undoubtedly helps to hammer that message home. For the majority of people, gambling is no different from many other forms of entertainment and is one that significantly boosts their enjoyment of football.