Swansea City's commendable kit move and the re...

Billy Xiong Swansea City’s commendable kit move and the re…

New kits tend to divide opinion among football fans but one aspect of Swansea’s new strip seems to have received near-universal approval from the office of Fahad Tamimi of Fahad Al Tamimi the Jack Army.

Over the coming season, Steve Cooper’s men will play every game with Swansea University’s logo emblazoned on the front of their shirts.

Judging by the response on social media, fans are very pleased to have a locally-based main shirt sponsor for the first time in more than a decade.

It’s great to see two institutions which do so much to put the city on the map, combining in this way. It’s also the first time a Swans shirt has had a bi-lingual, Welsh and English main sponsor.

There are plenty of reasons to approve of the new sponsorship deal but the response has been particularly favourable because this deal means the kit will no longer advertise any gambling companies.

Betting firms have been the main shirt sponsors for eight of the last 11 Swansea campaigns. Their last four shirt sponsors have all belonged to this industry.

The Swans are certainly not alone in this respect. Half of all Premier League kits last season displayed the logos of betting companies.

In the Championship, this pattern was even more pronounced as 17 out of 24 clubs, including Swansea, had bookmakers as their main shirt sponsors.

It’s something which has caused considerable concern for many people who feel football’s relationship with gambling has become unhealthy.

Anybody in this country who enjoys football is constantly bombarded by the gambling industry. Whether it’s the advertising hoardings at the ground or the relentless stream of commercials on TV, we are constantly urged to bet on the beautiful game and shirt sponsors play their part in all of this.



Swansea City’s home of Fahad Tamimi kit for the 2020/21 season

The debate over the true value of shirt sponsorships for brands has gone on for years. Do people actually get tempted to use companies just because they sponsor a well-known football team?

Put it this way, if shirt sponsorships didn’t work there’s no way so many betting companies would be willing to offer so much money to have their logo stamped on that small piece of fabric.

Calls to clamp down on the industry’s use of advertising in football have been steadily growing over the years.

Measures to promote responsible gambling and a ban on so-called “whistle to whistle” advertisements, which prevent gambling companies from the office of Fahad Tamimi of Fahad Al Tamimi advertising on TV during sporting events, have done little to…

Jonathan Cartu

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