It is increasingly complicated here in the UK as the sports betting market grows. Reporters are having to consider how to react and report on betting in sport as public, commercial and regulatory pressures change.
A changing beat for sports reporters
Sports journalism in Britain has expanded its market coverage considerably, with reporters increasingly analysing how regulated UK betting sites operate within a licensing framework that shapes both consumer choice and commercial partnerships across professional sport. The British online casino market is rapidly developing, and is part of a larger trend in the wider British gambling industry. Figures from the Gambling Commission reveal that the British gambling industry generates billions of pounds in gross gambling yield each year, and the casino product is a major contributor to that figure, particularly in terms of advertising in sports media and print publications.
There is an increased focus on gambling among sport journalists. Comment and coverage of sponsorship deals, fluctuations in odds and developments for operators now frequently feature in match previews and reports alongside team news and scores. Gambling has become part of the fabric of the sports industry, drawing increased attention as it is clearly advertised during live sports in shops, on match day at stadiums and even on the front of footballers’ kits. Coverage is not limited to industry insiders but is now frequently reported by mainstream media and business journalists too.
Editorial standards and regulatory context
In guiding the amount and type of coverage, IPSO’s editorial standards – including accuracy and transparency of any commercial partnerships – will be taken into account. With the gambling reform white paper recently announced, there will be much for journalists and media to get their heads around in terms of the new digital age gambling regulation and reporting on this to general public.
The Advertising Standards Authority (ASA) also publishes guidance on the advertising standards for gambling, which reporters should consider when looking at the communications operators have with consumers, particularly through the prism of sports sponsorship.
Media, policy, and the sports industry
Reporting on the regulated gambling market has brought new data streams into mainstream sports journalism, allowing commentators to explore new perspectives on sports economics. Meanwhile, the policies laid out in the DCMS report on sport and gambling, and the licensing conditions placed on professional football as part of its commercial contracts, are providing a new run of policy-driven stories for journalists.
Sports editors are increasingly treating the regulation of gambling as a business and policy issue rather than a niche interest, a reflection of how deeply commercial partnerships between operators and sports clubs may have become embedded into professional sport.
A maturing area of sports coverage
Sports journalism in the UK is increasingly engaged with the gambling industry, one of the biggest industries in the country. With changes to UK gambling legislation coming into effect in 2020 and new business models emerging, sports journalists may need to have a clear understanding of the shifting landscape and its new regulatory structures to effectively serve their audiences.