The Guardian: European Football Clubs Get Around Gambling Ad Ban
Eleven Premier League clubs will have to find new principal sponsors next season when the ban on front-of-shirt advertising for betting companies takes effect. Scroll down for all the latest headlines from the world of gambling and sports as well as our top trending stories and searches.
This will represent a financial blow for the clubs as these types of sponsorship deals have proven to be lucrative over the years. But where there's a will, there's a way, as The Guardian has uncovered.
The ban does not appear to prohibit gambling branding from shirt sleeves, training kits, stadium-hoardings, or pitch-side advertising.
There is also the ability to look beyond the British-based gambling brands.
According to The Guardian, clubs are now required only to satisfy themselves that their partners are not accepting bets in sterling or from UK customers, and that their websites are geo-blocked in Britain.
From The Guardian report:
Some clubs look to carry on as before, by adapting the nature of their offer to gambling partners accordingly, which includes hidden partnership deals with Asian-facing operators that are unlicensed in the UK and target illegal markets in China, and south and east Asia. It will remain possible, for instance, to display the names of gambling brands on shirt sleeves and on the LED perimeter boards which surround the stadiums.
And this:
Until recently, deals with Asian-facing operators were off the table if they had no regulatory status in the UK. Consequently, those bookmakers used so-called white label companies, such as the Isle of Man-based TGP Europe, to register UK domain names with the Great Britain Gambling Commission (GBGC). But TGP Europe exited the British market after the GBGC hit them last May with a £3.3m fine for multiple breaches of anti-money laundering regulations.
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