Premier League football clubs blasted by the head of the NHS over shirt sponsorship deals for betting firms: Amanda Pritchard says teams are telling child fans that gambling is ‘ok’ amid surge in people wanting medical help to quit
- She told the BBC that clubs should ‘think seriously’ about their responsibilities
- Aston Villa, Burnley and Fulham announce betting sponsorship deals last week
The head of NHS England today tore into football clubs over shirt sponsorship deals for betting firms, accusing them of exposing child fans to addiction.
Chief executive Amanda Prichard lashed out as she revealed a surge in demand for medical help with problem gambling.
She told the BBC that clubs should ‘think seriously’ about their responsibilities to fans with a blast at three firms who did deals last week.
The Premier League announced in April it would ban betting companies from shirts amid criticism of deals done with firms, many of whom are based in South East Asia.
But the ban does not come in until the 2026/27 season. Last week Aston Villa was criticsed for signing a three-year deal with BK8, which has been slammed for using provocative images of young women in its promotional material.
Meanwhile, Burnley and Fulham also agreed one-year sponsorship deals with W88 and SBOTOP respectively.
Pritchard told BBC’s Sunday With Laura Kuenssberg show: ‘We’ve had three this week that have entered into deals with gambling industry providers for shirt sponsorship, which means that it’s kids that are seeing every day now messages that say gambling is OK.
‘And I think actually would be really great to see the gambling industry and also organisations like football clubs really think seriously about their responsibilities here too.’
Chief executive Amanda Prichard lashed out as she revealed a surge in demand for medical help with problem gambling.
Controversial Asian betting firm BK8 has taken over as Aston Villa’s front-of-shirt sponsor, the Birmingham club announced in June
Norwich City ended a deal with BK8 in 2021 after the company used provocative images to promote their services
Match of the Day host Gary Lineker questioned the deal but the Premier League ban on front-of-shirt betting companies doesn’t come into effect until 2026
The NHS has seen a ‘really significant’ increase in demand for its gambling addiction services she added, saying: ‘Back in 1948 when the NHS was founded you had to go to a bookie shop to place a bet, now it’s 24/7 on people’s phones. So unsurprisingly, we’re seeing a really significant increase in demand.
‘And for people who have got severe gambling addiction, it’s a really cruel disease and it’s a life destroyer. Today we’re opening seven more clinics that brings the total to 15 specialist clinics.’
Norwich pulled the plug on a deal with BK8 in 2021 over sexually provocative adverts. Yet Villa have still entered the arrangement, which will run until 2026.
The move prompted anger from figures including Gary Lineker. When the details of the agreement were first revealed in January, the supporters’ trust and campaign group Gambling with Lives released a joint statement calling on Villa to reconsider their position.
Last week Will Prochaska, a spokesman for GwL’s The Big Step campaign, said: ‘For Villa to promote gambling on the front of their shirts, following the Premier League’s acceptance that it harms fans, exemplifies the greed that dominates football, and shows why we need the government to step in to regulate gambling advertisements out of the game.
‘Fans, including children, should be able to watch games without being bombarded by gambling ads. To ignore all of that for a few extra pounds is not just tone deaf it’s irresponsible.’
BK8 have pledged to make a contribution to a charity in Birmingham for every one of Villa’s third kits sold. They also say they are co-operating with anti-sexism campaign group Her Game Too on the importance of gender equality in football.
BK8 managing director Michael Gatt said: ‘Over the next three years of this deal we will work tirelessly to make an impact in this area with a number of programmes across the region that engage with Villa supporters locally but also on a global scale.’
A Villa spokesperson said: ‘Through this partnership with BK8 we look forward to exciting collaborations together that will help to grow both brands, particularly within Southeast Asia.’
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