The World Cup Final Is Over, But Football's Gambling Debate Is Just Beginning

Argentina are not the only ones in trouble following the World Cup Final.

While FIFA investigates the post-match brawl that followed Argentina’s defeat to Spain, football’s governing body is facing scrutiny of its own. Criticism has been directed towards FIFA over how the tournament advertised gambling. At the same time, Premier League clubs are also under growing pressure to stop promoting operators that are not licensed in Britain.

The controversies are slightly different, but both raise the same question: does football offer gambling companies more than advertising by lending them its credibility?

FIFA’s Prediction Market Deal Faces Criticism

FIFA named ADI Predictstreet as the first official prediction market partner of the World Cup. They presented the partnership as a new form of fan engagement.

ADI Predicstreet allowed users to predict full match results, much like other gambling operators. However, it also placed emphasis on predicting player performances and even miniscule individual match events.

Council of Europe Secretary General Alain Berset criticised the agreement in an open letter published on the day of the final. He warned that betting had expanded beyond match results into markets covering ‘every pass, every card, every corner’. Berset’s main concern is that betting on events of this scale could potentially create new opportunities for manipulation.

In short, Berset accused FIFA of opening the door to fraud and called for a new integrity framework before the 2030 World Cup.

While FIFA took every precaution with this partnership, the fact remains that ADI Predictstreet was not merely purchasing an advertising slot. FIFA formally introduced the company as an approved World Cup partner, placing its brand beside one of sport’s most recognisable competitions.

Premier League Clubs Face Similar Questions

While FIFA faces accusations on a global stage, similar concerns are being fired towards the Premier League in the UK. Most recently Entain wrote to Premier League Chief Executive Richard Masters, Independent Football Regulator Chair David Kogan OBE and six clubs citing concerns about links with unlicensed operators.

The Ladbrokes and Coral owner argues that football allows unlicensed businesses to gain both visibility and legitimacy. All without meeting the tax, compliance and safer gambling standards imposed on licensed operators.

The UK Gambling Commission is also taking this seriously. At present, the UK government has proposed a ban on sponsorship from gambling operators that do not hold a Gambling Commission licence. But, it is only a proposal at this stage.

If plans go ahead, the restrictions could cover shirt sleeves, pitch-side boards, stadium infrastructure, match programmes and competition naming rights. At present, these partnerships remain permitted when an operator does not directly target British customers. Yet despite this, its branding remains visible to millions of UK supporters.

Gambling Advertising Has Not Left Football

The Premier League’s voluntary front-of-shirt gambling sponsorship ban has removed the industry from the most prominent position on matchday kits. It has not removed gambling advertising from football.

Operators can still appear on sleeves, training kits, perimeter boards, interview backdrops and club social channels. Everton’s sleeve agreement with Stake, which is not licensed to serve British customers, demonstrates how easily gambling brands can retain Premier League visibility.

FIFA and the Premier League are dealing with different regulatory issues. However, both are confronting the power of football to normalise the companies and products it promotes.