However, the growing influence of betting companies in the sport makes it harder to maintain a healthy relationship with fans, especially younger supporters who may be influenced by the constant presence of gambling in football.
By Tuka Letura
Football is the most popular sport across Africa, drawing millions of fans who support their teams with passion and pride. In recent years, gambling—or sports betting—has become a significant part of how people experience the game. Fans place bets on everything from who will win a match to who might score the first goal. Betting companies facilitate this through apps, websites, and betting shops, offering fans the chance to win money based on the outcomes of games. For many, it adds excitement to watching football, but it has also changed the way the sport is supported and funded.
These companies now play a major role in African football, and in football generally. Their logos appear on team jerseys, around stadiums, and during live broadcasts—but the involvement of betting companies runs even deeper than that.
They don’t just sponsor individual clubs; in many cases, they also support entire leagues and national cup competitions. In some countries, a betting brand may even hold the naming rights to the top-flight league or a major tournament, making them central to the football ecosystem. This level of sponsorship provides a vital financial boost, helping to cover operating costs, player wages, and development programmes.
For many clubs and football bodies, this support can feel like a lifeline—especially in places where funding is limited. Betting companies have positioned themselves as key partners in keeping the sport running smoothly. However, while their presence is often seen as a sign of growth and professionalism, it also raises concerns. As their influence grows, so do the questions about how this relationship affects the integrity of the game and the well-being of the millions of fans who follow it.
Is it a healthy partnership that keeps football alive, or could it be encouraging risky habits and long-term problems, particularly among young supporters?
Back in the early 2000s, most African clubs relied on state funding, community support, and the occasional non-gambling sponsor—such as beverage brands or manufacturing companies—to stay afloat.
While these partnerships were crucial, and still are in certain places today, they were often minimal and far from the large-scale financial backing the clubs needed. Fast forward two decades, and the tides have dramatically shifted. Betting companies have emerged as the dominant force in football sponsorship. The rise of mobile phones and widespread internet access has made placing bets easier than ever, and betting brands quickly recognised the opportunity to connect with fans through the continent’s most beloved sport: football.
Today, clubs across Nigeria, South Africa, Kenya, Ghana, and other African nations are signing multi-million-dollar deals with bookmakers. For clubs struggling to pay player salaries, travel for away games, or even keep the lights on at their stadiums, these sponsorships are often the lifeline that keeps them afloat.
Even FIFA has gotten in on the action, signing its first gambling sponsorship deal at the 2023 Women’s World Cup with TAB, a state-run betting agency from New Zealand. This marked a historic moment, as it was the first time a gambling sponsor was linked to FIFA’s women’s tournament. The deal followed FIFA’s 2022 World Cup agreement with the sports betting firm, Betano, which entered FIFA’s sponsorship roster as a third-tier partner.
UEFA and the English Premier League—where 12 teams currently have gambling companies as front-of-shirt sponsors—along with other top European leagues, have also followed suit.
While these sponsorships provide essential revenue that helps clubs stay afloat, they also raise serious concerns. The increased visibility of betting companies in football could normalise gambling—especially for young and impressionable fans—potentially leading to risky habits and long-term problems such as gambling addiction.
Match-fixing scandals tied to betting syndicates, particularly in unregulated markets, have already tarnished the sport’s integrity in some regions. Despite the rising number of deals between football bodies and gambling firms, governing bodies like FIFA continue to enforce strict rules prohibiting players, referees, and officials from betting on matches or having financial interests in the betting industry.
However, the growing influence of betting companies in the sport makes it harder to maintain a healthy relationship with fans, especially younger supporters who may be influenced by the constant presence of gambling in football.
Let’s face it: football in sub-Saharan Africa is chronically underfunded. League management often struggles to stay afloat, player welfare is frequently neglected, and youth development systems are barely functional in many countries. Financial instability has become the norm rather than the exception.
In this landscape, betting companies have emerged as unlikely lifelines. When major bookmaker, Betway, signed a R900 million deal with South Africa’s Premier Soccer League in 2024, it wasn’t just about branding—it was a much-needed injection of capital. That partnership came at the end of MultiChoice’s tenure as league sponsors.
In Nigeria, for instance, not many teams have front-of-shirt sponsors. Of the 20 clubs in the Nigeria Premier Football League, only 11 have shirt sponsors—and of those, 6 are sponsored by gambling companies.
This is also true for many other leagues across sub-Saharan Africa, where betting sponsorships are often the most stable and reliable source of revenue. Unlike matchday ticket sales—which can be unpredictable and, at times, nonexistent—or TV rights deals that are often minimal, delayed, or unavailable, betting companies provide liquidity and consistency. Their financial support is crucial in keeping clubs operational, both literally and figuratively, within a football system that desperately needs long-term investment.
How can football clubs strike a balance between securing much-needed funding from gambling sponsorships—which can be addictive and raise ethical concerns for players and officials—and the need to avoid over-reliance on such sources due to the potential harm and negative perception associated with them? To achieve this balance, clubs must adopt a multi-faceted approach.
First, clubs should implement strict regulations governing the visibility and involvement of gambling sponsors, ensuring they do not directly influence players or officials. This could include limiting gambling-related advertisements during matches or ensuring that such sponsorships do not dominate the overall sponsorship landscape of the club.
Second, clubs should actively seek to diversify their revenue streams by attracting non-gambling sponsors, such as corporations, government grants, and community-based partnerships. By expanding the pool of funding sources, clubs can reduce—and potentially eliminate—their dependence on gambling money and mitigate the associated risks.
Additionally, clubs must prioritise player welfare by providing education and support services to help prevent gambling addiction. Collaborating with organisations that specialise in addiction prevention could also aid in raising awareness and offering resources to those at risk.
Finally, football authorities should establish clear guidelines and ethical standards for gambling sponsorships within the sport, ensuring that financial support does not come at the cost of the game’s integrity or the well-being of its participants. By striking the right balance between financial necessity and ethical responsibility, clubs can thrive without compromising the sport’s long-term health.
Eradicating—or even reducing—the visibility of gambling in football won’t happen overnight. Given how deeply embedded it is in the business of the sport, there is no single replacement that can swiftly take its place. Every decision moving forward must prioritise the fans, the players, and the legacy of the clubs—this is the heart of football, even in a financially driven era.
Will we see moderation? Possibly, but not immediately. In fact, we may witness further growth before any meaningful decline. The transition must be thoughtful and sustainable. While the ultimate goal should be to remove gambling from the forefront—off shirts, boards, and broadcasts—promoting responsible gambling remains a necessary interim step for those who choose to engage.
A ban should also be seriously considered, much like the phased approach being explored by the Premier League in England. However, it must be gradual to ensure that clubs do not abruptly lose funding from existing sponsorship agreements.
Tuka Letura is an experienced sports writer with over five years of experience in the craft. He uses data and statistics to provide analysis and commentary. From regional to worldwide competitions, he has covered a wide range of sports-related events and topics. He is devoted to sharing his enthusiasm for sports with his audience and engaging them with interesting anecdotes and viewpoints.