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The Sponsorship Push

The United Kingdom has a huge push right now toward mixing online casino gambling into the sports industry. This has been a gradual change that is now speeding up in the UK market as more and more sporting clubs and teams are signing with major betting and gambling companies for sponsorship deals. This change was really altered the playing field in the UK and there is a lot of controversy concerning whether or not the betting companies should have the right to mix at this level with the sporting teams. Some in the industry believe that the sponsorships are a dangerous trend that will jeopardize the integrity of sports in the UK. Others though are less fatalistic and see this new sponsorship trend as a positive development that means more funding and money for the top sports betting teams.

The newest development in the soccer industry in the UK announced that Cardiff City and an Asian facing online casino sports book, 777ball.com have secured a sponsorship deal. 777ball will provide the shirts for the team and thus have the online casino sports betting logo on the shirts and in site for all of the team’s games. This is just the latest deal, others are regularly being negotiated and extended as the value of this type of subliminal and blatant endorsement becomes mainstream in the UK.

The UK government largely supports this new push toward sponsorship in the industry and if anything, having the online casino sports betting sites linked with the sporting teams gives the UK the ability to press even tighter restrictions on the betting companies. At this point, the UK government mandates that all gambling and betting sites track and report any form of suspicious betting activity for further investigation by the government’s special unit.