The purpose of sport isn’t solely the physical activity of those who participate in it. It’s also about entertaining spectators and generating profits from this. For hundreds of years, spectators have been the primary source of funding for building arenas, training athletes, and devising shows to attract even more viewers.

Sports fans are not just spectators.

Sports managers have concocted a culture of devoted viewers – fans. They are the core target audience for a sport, team, or specific athlete. And they are far more valuable than unorganised, casual visitors. Consequently, engaging with fans has become a serious endeavour, refining interactions with products associated with sporting events – such as food, beverages, clothing, and sports betting. One can see evidence of this by looking at the betting section on the website https://casino-sistersite.co.uk/. A wide range of bets indicates a high level of interest from visitors.

Over the last half-century, as a result of the liberalisation of legislation in many countries, betting has become an attribute of sporting competitions, particularly football, given its status as the most popular sport. The convergence of fans and the betting world was merely a matter of time. And that time has arrived.

Fans are placing bets – football is thriving.

Over the last decade, football betting has become an integral part of sports culture in Britain, turning into a ritual for many fans. According to the TGM Sports Betting Survey conducted last year, 46% of those who gamble had placed bets on sports during the previous 12 months. This phenomenon permeates various strata of society and is fuelled by both the accessibility of online platforms and extensive gambling advertising in sports. The economic and social aspects of sports betting significantly impact lifestyle and consumer behaviour, affecting everything from leisure activities to financial well-being. The integration of betting into football is expanding.

Gambling, particularly football betting, has become a symbol of modern sports entertainment in the UK. The sports betting sector has seen significant growth thanks to the advancement of digital technologies and the relaxation of licensing requirements for casinos in many countries. Last year, according to a report by Grand View Research, global revenues from sports betting reached $83.7 billion, indicating a steady increase in interest in this form of leisure.

The integration of gambling into football events has been made possible through the collaboration between sports organisations and betting companies.

Football betting can significantly impact the economies of regions hosting major tournaments. Moreover, the increase in online platforms simplifies access to betting, making it accessible to a wider audience and contributing to an increase in overall betting turnovers.

It results in an ever-expanding engagement funnel: fans place bets, clubs receive sponsorship support from casinos or betting firms. With these funds, clubs develop their infrastructure, acquire players, run advertising campaigns, and thereby grow their fan base. New fans, attending matches or watching the club’s games online, are bombarded with bookmakers’ adverts and place even more bets. This trend… British media report, concluding that the movement is now unstoppable.

Why is it important for fans to be up to date with betting trends?

Among the main reasons why football fans are drawn to gambling are the desire to enhance the emotions experienced while watching matches and the opportunity to win money. This makes every game viewing more exciting and unpredictable. According to a YouGov study, 45% of active gamblers regularly place bets on football, making it the most popular sport for betting in the UK.

Besides, the inseparable link between betting and football in the minds of fans leads them to come up with a plethora of rituals, such as releasing soap bubbles before West Ham matches or handing out sweets at Everton’s stadium. Now, there are numerous unwritten beliefs about when and what bets should be placed to ensure a team’s victory or to hope that a favoured player scores a goal or makes an assist.

Interest in betting is particularly high among the youth. Young people look to betting not just as a means to earn money, but also as a way to socially interact with other fans, discuss games, and share experiences. Gambling also allows fans to showcase their knowledge and analytical skills by predicting match outcomes. This introduces an element of strategy and depth to their engagement with sports events. Furthermore, the availability of mobile apps and online platforms makes the betting process accessible and convenient, enabling real-time betting. With the advent of betting on virtual matches, many fans have started placing bets on video game competitions. According to a survey conducted by TGM Sports Betting Survey, 7% of fans aged 18-24 bet on cyber football, which is 5% higher than the overall population.

A tangled web of issues in the relationships between bookmakers, clubs, and the state:

According to research, over 60% of cricket and football fans believe that gambling advertising is too aggressive, which could deter potential enthusiasts and contribute to the development of addictions. The issue of aggressive gambling adverts is particularly relevant in the context of events involving young people. The government and regulatory bodies, such as the UK Gambling Commission, are keen to establish strict guidelines for gambling advertising aimed at reducing its impact on minors and vulnerable groups.

Therefore, bookmakers are finding new ways to spread their advertising, often outside of stadiums and products directly related to football. However, it must be acknowledged that the dependency of football clubs, leagues, and communities on bookmaker advertising has become irreversible. Reducing it could lead to the closure of football academies, a decrease in tournament activity, and consequently, a loss of public interest in the sport as a whole. All parties involved in the business and the government as the regulatory body understand this. Therefore, balanced solutions must be found. Meanwhile, thousands of new fans are swelling the ranks of casino goers and betting site users.

On the other hand, the most active fans are organised communities. They can relatively easily be swayed towards different activities and preferences. Today, it might be “trendy” for them to enjoy beer, and tomorrow they might prefer fizzy drinks. In this sense, the danger from mass fan betting is exaggerated.

A significantly larger and more passive audience is made up of the “quiet” fans. These are individuals who watch football sporadically, seldom visit stadiums, but consider themselves part of the fanbase and engage in certain collective rituals. They are practically impossible to control, yet they constitute the majority of visitors to betting shops, even though they tend to place small bets. This almost eliminates the risk of them developing a gambling addiction, as for them, it’s more of a game attribute rather than an opportunity to earn money.

It’s possible that they will become the primary target audience for gambling establishments if the government decides to “tighten the screws”.

How long will the new rituals of British football fans last?

Betting has cemented its position as a significant element of football culture in the UK, transforming into an integral part of sports events and competitions. It not only heightens the excitement of watching matches but also creates an additional layer of engagement for fans, who can now actively participate in the game through betting.

However, despite their popularity and commercial benefit, gambling also presents certain risks. It’s crucial to strike a balance between the commercial interests of bookmakers and the health and well-being of fans. The introduction of strict regulations, such as setting limits on bets, age restrictions, and public education measures about the risks of gambling, can help minimise the negative consequences.

In such a case, the new rituals of British football fans in the form of betting could become a long-term fixture. And in doing so, everyone remains aligned with their interests. Fans benefit from socialisation and unity through the game, bookmakers and clubs keep their profits, and regulatory bodies might have to overlook any negative consequences, provided they are minimised.