Consumers negative about sponsorship by gaming companies
Consumers appear to have a negative attitude towards sports sponsorship by gambling companies. Despite the fact that gambling has a close connection with sports, only 12% say that gambling companies are also suitable sponsors of professional sports teams. This is according to research by the British research firm YouGov.
The same consumers find the car, technology, and telecom brands suitable sponsors of professional sports clubs, competitions, and athletes.
YouGov conducted research in 17 markets worldwide. Among others, online casinos and sports betting agencies scored very poorly.
The study also looked at consumer attitudes towards cryptocurrency providers. Cryptocurrencies appear to be increasingly active in sponsorship deals of clubs, teams, or athletes in recent years.
Only 10% of consumers think that crypto companies are suitable partners. In the UK, support for crypto sponsorship is lowest, with 6% considering the companies "suitable".
The survey also focused on which companies consumers would actually like to see as sponsors. These include the best online cricket betting sites and the other major organizations listed below.
More than a third of respondents indicated that car manufacturers are suitable sport sponsors; 36% look favorably on sponsorship of sports teams by car brands.
The automotive sector is followed by tech (34%) and telecommunications (34%). Brands that score well are the car brand SKODA, techno giant Samsung and the telecom provider Vodafone.
Banking and insurance providers (31%) and tourist destinations or travel organizations (31%) are also considered suitable partners.
The emergence of sponsorship by gambling companies in the Netherlands
For a long time, shirt sponsorship by gaming companies was not allowed in the Netherlands, but in recent years there has been a massive turnaround.
Especially since the legalization of online gambling in the Netherlands, gambling companies are massively active in the sports world. This is particularly true of TOTO and GGPoker.
The former sponsors a whole range of Eredivisie clubs, while GGPoker does the same in the lower soccer divisions. Holland Casino focuses mainly on the sponsorship of sports-related TV programs.
Finally, Jack's Casino sponsors the Second Division, aptly named Jack's League.