Any Premier League pundit is likely familiar with more than a few sportsbooks. Not only is the Premier League one of the most popular football leagues in the world, but it’s also based in one of the most bet-happy countries in the world: the United Kingdom.
Of the Premier League’s twenty teams, nine feature online sportsbooks as prime sponsors that advertise in stadiums, on jerseys, and other merchandise. In fact, the International Centre for Sports Security estimated in 2015 that up to €1 billion is bet on each Premier League game.
In the EU as a whole, betting on a team is just as widely accepted as representing one by wearing a jersey or chanting a song at a stadium. Betting and sports just go together, with some even comparing poker play to football.
But for others, especially sports fans from the US and Canada, sports betting is a relatively new concept. In North America, betting culture is nothing like the nuanced and widely-enjoyed world of Premier League punting. So, what’s the league doing right to foster elite play, consistent regulations, and reputable sportsbooks?
A Legal Standpoint
Sports betting has been efficiently regulated in the UK for decades, while other countries are still working to integrate sports betting into legal frameworks. In fact, abroad, it’s common for sports betting to be clumped in with online casinos and poker play.
However, there’s a big difference between the mental stimulus and strategy that’s behind many casino games online and the data analysis that informs sports betting. People enjoy both for different reasons, and the UK is one of the world’s leading examples when it comes to differentiating both in a regulatory sense.
In the UK, regulating betting has long been a part of a national conversation. People want to be able to participate with sportsbooks, and legislating bodies also work to regulate sectors like advertising and social gaming.
Additionally, the UK has a highly-organized system to handle any complaints from the public. This means that in-person and online sites each have a specific license from the Gambling Commission that allows for detailed complaints or concerns to be tracked to specific bookmakers, or even remote kiosks that handle bets.
There is a high degree of visibility to learn about responsible gaming, as well as a high degree of transparency to learn more about the companies offering each service.
Betting Culture
In addition to creating legislation and social practices that promote responsible participation in sports betting, the general public also has a long history of betting.
The UK is renowned for its light-hearted stories about betting on anything. Right now, it’s possible to take bets on whether or not it will snow on Christmas, who will win the 2020 American Presidential election, and even whether or not an actor will cry when receiving an Oscar.
It’s normal to bet—even if the stakes are insignificant and the wager is a few pounds. And when it comes to the Premier League, fans are willing to make consistent wagers to back up their team.
According to Ciaran O’Brien, a spokesperson for a major sportsbook, there are often up to 500 different betting lines available for a single Premier League game. In fact, of those nine gaming-sponsored Premier League teams, some bare the brand of companies based as far away as Macau or the Philippines.
These sponsorships offer Premier League franchises multi-million-pound deals, which help teams pay for the salaries of star players like Salah or Pogba. In this way, sports betting isn’t just a cultural phenomenon that’s associated with the Premier League. Instead, it’s actively participating in the league’s day-to-day operations.
In some cases, sports betting has even been part of a major surprise win in the Premier League. In 2016, the underdog Leicester City won the Premier League despite starting the season with 5000-1 odds. Those who decided to wager on Leicester were rewarded at the end of the season in what became the longest-odds payout in UK and Premier League history.
