Sports betting has pulled in millions of sports fans eager to support their favourite teams and players. It is perhaps the fastest-growing segment in sports entertainment. Sports betting companies have become very influential in the world of sports. They have realized their power in making a positive impact in the community. If you are a cricket betting fan, you can play in comfort knowing that part of your stake will go towards buying a training kit for a kid, or some other positive act. How are sports betting companies making a positive impact in the community?
Promoting Responsible Gambling
Problem gambling is a growing menace troubling a number of sports betting fans. Some negative impacts of problem gambling include family financial problems, mental health issues, and family breakdowns.
Sports betting companies are fighting problem gambling with different programs promoting responsible gambling. A good example is the Kindred Group which runs the betting brand Unibet. They have a Player Sustainability program that has launched activities in different countries to promote responsible gambling.
The Kindred Group has launched a Gambling Therapy app targeting their customers in Denmark, Sweden, Finland and Norway. The app is available in 10 languages. It provides gamblers with useful tools and information to help them battle compulsive gambling.
The company has also launched a responsible gambling campaign in Belgium. The campaign is aimed at providing tools to players to help them in money management. Players can also set alerts to help them know when they are spending too much time gambling. They can also set up time-outs that log them out of their accounts. Users can also set not to see some games, and to block logging in at specific hours.
Promoting Sports Development
Sports betting companies have supported sports development in less advantaged communities. A good example is the William Hill Foundation’s Project Africa. This charity project was targeted at developing learning facilities in Kenya and Nigeria. The project puts William Hill staff on the ground to understand the challenges facing children’s education in rural communities. The staff help in fundraising and developing learning facilities.
William Hill is also involved in developing college sports. One of their most notable programs is a partnership with the University of Nevada. They have partnered with the college’s sports department to improve the institution’s training facilities and develop the sports education curriculum.
Sports Teams Sponsorships
Sports betting companies have become big s[sponsors of teams in different sports. These sponsorship deals run into billions of dollars when counting in Europe and US sponsorship deals. Almost half the teams in the English Premier League have sponsorship deals with sports betting companies. In India, 7 of the 11 Indian Super League teams have a betting company sponsor.
The money betting companies inject into sports teams is very helpful. Sports teams have to pay technical staff and player salaries. They have to spend money attracting new players. Access to good training equipment and resources also requires a lot of money.
Sponsorships deals have been very useful for sports teams following the pandemic lockdowns of 2020. Without gate ticket revenues, many sports teams immediately fell into hardships. Sponsorship deals have kept most of the teams operational and prevented their total collapse.
In some countries, betting companies are keeping whole sports leagues running. A good example is BetKing’s sponsorship of the Kenya Premier League. The league was in danger of shutting down until the betting company stepped in with a Kes. 1.2 billion ($11 million) sponsorship deal for five years.
Sports betting is having a positive impact in different ways in the community. The need to maintain good public relations will keep these positive programs expanding for deeper impact.
