It’s no secret that casino and gambling sponsorships can be divisive. It’s been a topic of conversation in football for years, so much so that laws had to be changed to reduce gambling brand exposure. But what about other forms of entertainment? How should we feel about casino sponsorship of music festivals and concerts?
In this article, we will examine the impact of gambling sponsorship on concerts and festivals, considering both the positives and the negatives. We’ll also consider the future and make some predictions about which festivals might soon accept casino sponsors.
Casino sponsorships at festivals: The positives
Casino and gambling companies make a lot of money. The two biggest gambling brands in the UK, Bet365 and Sky Bet, generated £3.39bn and £2.bn in 2023, respectively.
In contrast, the highest-grossing festival in the world in 2023, Outside Lands Music and Arts Festival, generated $40 million. Gambling businesses have a lot of spare cash, much of which is reserved for sponsorships, and music festivals need it.
An influx of cash for the music festival scene would ensure they remain financially viable and significantly improve the experience. Think of better venues, audio equipment, and camping facilities, to name a few. It could also mean that smaller or new festivals could have financial support and try to compete with giants like Glastonbury and Coachella.
Financial implications are not the only positive, though. Many of the biggest casino and betting brands have celebrity ambassadors and massive influence in the entertainment space. A casino and a music festival partnership could draw bigger headliners and more impressive lineups, which is good news for anybody attending.
Several casino companies, such as MGM, DraftKings, and FanDuel, are household names. Partnerships with such a brand would result in broader reach, international exposure, and higher demand. Of course, this means higher revenues, but it also means more festival jobs and a bigger cash injection into local areas where the events are held.
The negatives of casino sponsorships at festivals
A couple of key concerns surround gambling sponsorships at festivals, arguably the biggest of which is around social responsibility. Not only is gambling addictive, but festival-goers are often under the influence of alcohol. Advertising gambling activities to people who have been drinking could lead to poor financial decisions and compulsive behaviors.
Another thing to consider when it comes to festival sponsorship is the independence and integrity of the event. Depending on the deal, sponsors get to a number of things, including who performs. The same could be said for any kind of sponsorship deal, so this isn’t necessarily an issue specific to gambling.
There are also many music fans who just may fundamentally disagree with the sponsorship and boycott the festival altogether. Although unlikely to cancel out the cash injection from the deal, it’s not a good idea to alienate your audience. This is less likely to happen with typical festival sponsors, like alcohol companies, because of how socially acceptable they are when compared to gambling.
The most notable gambling sponsorships
Several of the best UK casinos found online have had sponsorship or partnership deals. In 2023, eight out of 20 Premiere League teams had a gambling sponsor, and these relationships generated a lot of money for clubs. Here are a few of the most notable examples:
- The EFL’s deal with SkyBet: $91.6 million over 5 years
- West Ham’s deal with Betway: $12.65m per year
- Southampton’s deal with Sportsbet.io: $9.5m per year
- Newcastle’s deal with Fun88: $8.1m per year
The prevalence of casino and gambling sponsorships became such a concern that legislation was introduced in 2023 to reduce it. As of the 2026/27 season, UK football leagues will no longer have gambling logos on the front of shirts – although they will still be visible on sleeves.
Similar sponsorship deals have been struck between FanDuel and DraftKings with a number of major us sporting teams across the NFL, MLS, and NBA.
Current festival sponsorships
We know that casino brands have a lot of exposure in sports, so who is sponsoring festivals? Each festival has its own sponsors, and the types of businesses vary greatly. Here’s an overview of some of the 2024 sponsors for several major festivals.
- Coachella: American Express, Coca-Cola, Pinterest
- Glastonbury: Land Rover, Vodafone
- Lollapalooza: M&M’s, Uber
Should casino sponsorships exist at festivals?
There’s no denying that casino sponsorships would help to protect, and even improve festivals as we know them. In a world where hosting events and booking talent is more expensive than ever, festivals need all of the help they can get. Gambling money would make a significant difference.
However, festival organizers and casino companies have a responsibility to protect festival-goers from addiction and gambling harm. The agreement should involve a reasonable amount of brand exposure without too much heavy advertising. They should also include very clear warning labels pertaining to responsible gambling and clear instructions for gambling addiction support if it’s needed. If done well and safely, casino sponsorship could be a great thing for the festival scene.
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