Lewes FC, a non-league English team is about to set the pace in the industry by wearing a kit that carries a warning on gambling
Jersey will carry the logo of Gambling With Lives, a UK charity
The aim is to raise awareness of the dangerous influence of gambling ads.
Lewes FC’s new sponsor
Lewes FC, a non-league team is about to be the first club among all the football clubs in England to wear a jersey that warns its fans and the general public about the dangers that comes with gambling. The team took to social media network, Twitter to announce this recent development today.
Players of Lewes FC will wear the jerseys which would promote the charity, Gambling With Lives up until October.
Sponsoring soccer clubs by gambling organizations is quite popular in the United Kingdom. This season alone, twenty seven of the forty four teams in the two tiers of English football which are the Premier League and the Championship will be adorn kits displaying a gambling company.
Gambling With Lives reported that this state of the art shirt sponsorship with Lewes FC is a “perfect and timely antidote” to these clubs that have gambling companies as their kit sponsors. Lewes FC was also the first football team all over the world to offer the same pay to both their male and female players. They took this bold step as far back as 2017.
Headingley AFC, an amateur team had already joined the fray as they partnered with Gambling With Lives as their kit sponsor at the beginning of the year.
Recently, there have been various controversies concerning gambling organizations sponsoring soccer clubs.
The most recent is the controversy that hit Huddersfield Town FC. They were fined a sum of £50,000 for a publicity stunt they participated in with a bookmaker, Paddy Power. The stunt involved the team showing off their jersey with a sash-styled logo displaying Paddy Power at a pre-season game they played at home. The branded jersey was judged to have gone against the English FA’s rules, hence, the fine.
Talking about this problem in football, Charles Ritchie, the co-founder of Gambling With Lives, said:
“Football has become infected by gambling and this prevalence has normalized and glamorized gambling to young football fans.”
The charity believes this action taken by Lewes FC as a sign of the anger that is present among football fans over gambling organizations being so noticeable in the sport.