As part of its responsibility campaign, GVC gave 42 football sponsorships to GambleAware. Earlier this year, the gambling firm urged other companies to stop their football sponsorships. However, some sportsbook pay per head analysts questioned GVC’s motives.
Another sports betting company launched its own anti-sponsoring campaign. Paddy Power’s Save Our Shirt campaign wants brands to stop making jerseys their personal billboards. For their part, Paddy Power announced it stopped sponsoring Newport County, Macclesfield Town, Southend United, and Motherwell.
On the other hand, GVC donated several sponsorship deals to charity. They handed sponsorships to GambleAware as a way to show their commitment to their cause. Also, it is their way to promote the Bet Regret campaign. The company wants sportsbook pay per head firms to join in its campaign.
GVC and Football Sponsorships
Some sportsbook PPH services providers say the football sponsorship donations were GVC’s way of cleaning their reputation. In fact, the Gambling Commission fined sports betting company was earlier this week for social responsibility. Also, the UKGC found the GVC breaking some anti-money laundering regulations.
However, CEO Kenny Alexander stressed that the failures were the fault of Ladbrokes and Coral. They happened before GVC acquired the sports betting businesses. The fines were the largest in UK gambling history, according to sportsbook reviews and news sites.
According to pay per head reports, the lapses happened between 2014 and 2017. It was before GVC took over Ladbrokes and Coral. In fact, GVC only bought the bookmaker last year for £4 billion. The CEO does have a point.
In the past year, the Gambling Commission handed out a record number of fines. It is part of the regulator’s mission to prevent problem gambling. However, many shareholders said the approach was not constructive.
The Gambling Commission will use most of GVC’s fines on programs preventing problem gambling. The rest of the money will be given to victims of crimes used to fund gambling. One of the incidents of neglect was when Coral didn’t monitor the activities of a player who deposited £1.5 million in three years. The account had red flags but the bookmaker didn’t do anything about it.