English National League South football club Billericay Town has agreed a deal to promote a number of UK responsible gambling organisations over the next week as part of an effort to combat gambling-related harm in football.
The club will work with organisations such All Bets Are Off, Gambling with Lives, Gamban and The Big Step as part of the new initiative, which will begin today (27 November) and run until 4 December.
From 27 November until 4 December, the club will signpost fans and followers to groups that assist with gambling addiction, including GamFam and RecoverME to help ensure people get the help they need.
Gambling with Lives, one of the leading voices calling for a total ban on gambling sponsorship in British football, will be the match sponsor for the team’s game against Chelmsford City on 28 November,
Gambling addiction recovery podcast All Bets Are Off will also serve as the match sponsor for the fixture with Chelmsford City on 1 December.
In addition, Billericay will work with The Big Step, a football-focused gambling education project and part of the Gambling with Lives charity, and support its ongoing efforts to reduce gambling advertising in football.
“At Billericay Town we feel that in the same way as investors evaluate corporate behaviour when considering investment opportunities, we have to make the same considerations when choosing who to partner with for advertising and sponsorship opportunities,” Billericay part-owner Nick Hutt said.
“We seek partners that share our values to seek positive returns and to have a long-term impact on society.”
James Grimes, a recovering gambling addict, founder of The Big Step and senior programme manager at Gambling with Lives, added: “As a recovering gambling addict and massive football fan, I’m equally passionate in ensuring football is part of the solution in reducing gambling harms in this country.”
The new collaboration comes after The Big Step last month also entered into a partnership with English Championship football club Swansea City.
The Big Step and Swansea are now working together to deliver a community-based education, training, awareness and signposting programme.