If you are having a look at your current Rangers kit, the
chances are you don’t pay too much attention to the 32 Red logo emblazoned
across the centre. Sure, you might like the design of the jersey or maybe have
a preference for the McEwans Lager jerseys of the mid-90s, but how much do we really think about the
names on our shirts?
chances are you don’t pay too much attention to the 32 Red logo emblazoned
across the centre. Sure, you might like the design of the jersey or maybe have
a preference for the McEwans Lager jerseys of the mid-90s, but how much do we really think about the
names on our shirts?
The thing is, Rangers are very much part of a trend wearing
bookmakers’ logos on their jerseys and of the betting companies’ influence in
football in general. Think about it: Rangers play in the Ladbrokes Scottish
Premiership, playing against rivals like Celtic (DafaBet) and Hibernian (Marathon Bet). They also contest games
in the William Hill Scottish Cup and Betfred (League) Cup.
Half of Premier
League teams have betting companies’ shirt sponsorship
League teams have betting companies’ shirt sponsorship
In England, the influence of betting companies is even more
pronounced. 10 of the 20 Premier League teams are now sponsored by bookmakers.
To put that in perspective, only Middlesbrough (888.com) had a bookmaker’s logo
on in the 2005/06 season. That’s a tenfold rise in just over a decade. These
days nearly every club has an ‘official betting partner’ whether it’s on a
shirt or not. When Rangers signed their deal with 32 Red, the betting company already had deals in place with
two lower-league English clubs, Crawley and Newport County.
pronounced. 10 of the 20 Premier League teams are now sponsored by bookmakers.
To put that in perspective, only Middlesbrough (888.com) had a bookmaker’s logo
on in the 2005/06 season. That’s a tenfold rise in just over a decade. These
days nearly every club has an ‘official betting partner’ whether it’s on a
shirt or not. When Rangers signed their deal with 32 Red, the betting company already had deals in place with
two lower-league English clubs, Crawley and Newport County.
Moreover, you will see a lot of the betting companies on
shirts are aimed at audiences outside of the UK. Betting brands like Fun88
(Huddersfield), LeTou (Swansea City) or ManBetX (Crystal Palace) are more
likely to be aimed at fans from outside the UK and will not be recognisable to
the majority of Scottish punters.
shirts are aimed at audiences outside of the UK. Betting brands like Fun88
(Huddersfield), LeTou (Swansea City) or ManBetX (Crystal Palace) are more
likely to be aimed at fans from outside the UK and will not be recognisable to
the majority of Scottish punters.
Betting is changing
the way we view a football match
the way we view a football match
There is also a marked change on the way we watch football
on television, or even listen on the radio. Have you witnessed the intermission
a few seconds before kick-off, where the feed will cut to a betting advert
(In-Play with Ray) right before the action starts? Even football radio
coverage, such as that of Talksport, will bring live updates on the betting
during a match.
on television, or even listen on the radio. Have you witnessed the intermission
a few seconds before kick-off, where the feed will cut to a betting advert
(In-Play with Ray) right before the action starts? Even football radio
coverage, such as that of Talksport, will bring live updates on the betting
during a match.
Third-party sites have also started to have an impact on
football. Brands like Oddschecker and OLBG are becoming as well-known as the
bookmakers themselves. Then there are a new wave of sites, such as The Bookies
Offers, which offer freebets UK punters can use for football betting. Say, for example, you wanted
to back Rangers – currently at 6/1 – to win the Scottish Cup or to win the SPL
in betting w/o Celtic at 5/12. You could visit the site, compare free bets and
promotions, then use the site to get your betting offer.
Changes could be
coming with new legislation
coming with new legislation
It is difficult to say whether or not this trend will
continue in football. There are already signs that the UK authorities believe
there is a saturation of betting marketing and advertising in the game. The Labour Party, especially, have signalled
that they are keen to bring in tougher restrictions. Will that have an impact
on football kits in the future? Crackdowns on other ‘vices’ such as alcohol,
junk food and cigarettes have already impacted the way we are targeted by
marketing.
continue in football. There are already signs that the UK authorities believe
there is a saturation of betting marketing and advertising in the game. The Labour Party, especially, have signalled
that they are keen to bring in tougher restrictions. Will that have an impact
on football kits in the future? Crackdowns on other ‘vices’ such as alcohol,
junk food and cigarettes have already impacted the way we are targeted by
marketing.
Perhaps the Rangers jerseys of tomorrow will feature a
healthy quinoa brand or revert back to no sponsorship at all. It will be
interesting to see how it all pans out.
healthy quinoa brand or revert back to no sponsorship at all. It will be
interesting to see how it all pans out.