Betting Sponsorship Under Fire as Addiction Concerns Grow in German Football
Giesing, Germany – German football clubs are facing increasing scrutiny over their reliance on sponsorship from betting companies, as stricter regulations loom across Europe and the human cost of gambling addiction comes into sharper focus. The debate is especially acute at TSV 1860 Munich, whose partnership with Bet3000 faced temporary uncertainty in 2024 when the provider was briefly removed from the official German gaming authority’s whitelist.
While Bet3000 remains a “Premium partner” of the third-division club, the incident highlighted the precarious nature of these financial arrangements. Media estimates valued the annual deal at between 200,000 and 250,000 euros – a significant sum for a club at that level,but not indispensable.
The controversy extends beyond individual club finances.Counseling centers report that betting advertisements - including those on jerseys and in stadiums – act as triggers for individuals struggling with gambling addiction. Research corroborates these claims, demonstrating that advertising, particularly bonus offers and celebrity endorsements, increases gambling willingness and downplays perceived risks, especially among young people.
A recent survey indicates that a majority of fans are already critical of betting sponsorships. For those directly affected by gambling addiction within their communities, the involvement of their clubs with these companies is particularly difficult to reconcile.
New regulations are tightening the landscape. Spain has banned betting sponsorships on jerseys and stadium advertising from the 2026 season, and the Netherlands prohibited all gambling sponsorships as of July 2025. Germany is currently taking a more moderate approach, but the pressure for change is mounting.
The core question, as articulated by observers, is whether football should continue to depend on an industry linked to addiction and financial hardship. Advocates for change argue that prioritizing values like responsibility, youth advancement, and community over short-term revenue is essential, emphasizing that the excitement of the game stems from the play on the pitch, not betting slips.
