In France the Football League has already banned online gaming companies from using their logos on soccer shirts in sponsorship deals. The UK Government is now considering that such deals with British clubs may circumvent the laws aimed at protecting children, particularly because of the popularity of replica team shirts worn by children. A consultation process has now been announced to consider the problem in 2007.

The Gambling Commission will undertake the study and decide whether such sponsorship can continue. Four clubs have already signed lucrative deals with online gambling companies: Aston Villa (32 Red); Tottenham Hotspurs (Mansion); Blackburn Rovers (Bet24); and Middlesbrough (888.com). Online gambling has more than doubled in the last five years and Britain has an estimated one million regular players, nearly one-third of European online gamblers.

The consultation process will seek input from across the gambling and football industries but the Government is likely to pay attention to those concerned that the sponsorship effectively bypasses the law. It is arguable that the under-16s would pay more attention to lottery advertising and promotion, which encompasses glitzy television shows at peak viewing time, than a name on a football shirt. Britain is also the only country to allow children to legally gamble on slot (fruit) machines in arcades. Measures to keep the kids away from gambling are a great idea, but should be applied across the board. (E-12.08.06)

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