By joining the Big Step campaign, AFC Wimbledon has become the sixth English league team to speak out against gambling advertising in football.
The League Two team has backed the initiative, which calls for an end to all sponsorships in football that are associated to gambling or betting, joining Luton, Bolton, Forest Green, and Tranmere.
AFC Wimbledon manager Johnnie Jackson stated, “If you look at gambling and the damage that it can obviously cause… it’s touched a lot of people, probably more than we even realise.” “The more awareness you can raise about gambling, the better.”
After consulting with supporters of the Dons Trust, the organization that controls the south-west London club, the Dons, who are now ninth in the fourth division of English football, have joined more than thirty other professional teams. 79% of the 1,199 members who were consulted decided to support the Big Step initiative.
The number of votes it received, according to Jackson, “demonstrates just how widespread the problems surrounding [gambling] are – and how much people are affected by it, whether it’s themselves or the people around them.”
AFC Wimbledon will work in partnership with Gambling with Lives, the charity behind the Big Step, which was set up by bereaved families to promote awareness of the risks of gambling. The club has pledged to promote preventive messages, and provide training and education about gambling addiction in the community.
“As a club at the heart of our community, we are committed to being a force for good,” said Michele Little, a director at AFC Wimbledon. “We took the decision some time ago not to accept gambling advertising or sponsorship as a club. Now with the backing of our owners – the fans – we’re signing up to the Big Step, and saying it’s time to end the harm gambling advertising in football causes.”
The connection between gambling advertisements and professional football has come under closer examination following the extended bans that Newcastle midfielder Sandro Tonali and Brentford striker Ivan Toney got for breaking betting laws.
Starting with the 2026–2027 season, the Premier League will prohibit gambling companies from sponsoring clubs’ jerseys on the front. However, hoardings at elite venues will still be permitted for sleeve sponsorships and advertising pertaining to sports betting. A rule of conduct to “ensure a responsible approach” to gambling sponsorship in sports was the only recommendation included in the UK government’s April 2023 white paper on gambling reform.
According to a recent study, only 7% of the 3,500 gambling logos that were visible during a single Premier League game on television were on the front of shirts. Another study discovered that 11,000 gambling communications were sent to football fans on the first weekend of the August Premier League.
“We’re ecstatic to have the support of Wimbledon and their proprietors—the fans,” Big Step and Gambling with Lives communications manager Tom Fleming said. “The club’s decision is welcome good news after the sharp rise in high-profile players harmed by gambling. Gambling advertising is unhealthy and unpopular.”
“We’re sure that if it were down to the fans of each club, no club would partner with a gambling company. We still hope the government will take control and end gambling advertising in football but in the meantime, it’s so important that clubs like AFC Wimbledon have taken a stand to protect their fans.”
Other clubs who have signed up to the campaign include the Women’s Championship side Lewes and Scottish women’s league champions, Glasgow City, as well as Dulwich Hamlet, Drogheda United, Partick Thistle and Sligo Rovers.
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