Gambling awareness rises among SPFL footballers

A recent evaluation of the Scottish Professional Football League’s (SPFL) new gambling harm prevention education programme has shown significant progress in raising awareness among players and staff regarding the risks of gambling. Introduced during the 2024/25 season under the auspices of new title sponsor William Hill, the initiative is designed to promote safer gambling practices and reduce the risk of harm among professional footballers.

Key findings highlight widespread understanding of support options

The programme, delivered across all four SPFL divisions, involved educational sessions for nearly 800 players and 160 staff members. These were hosted at 37 clubs throughout the season and delivered by EPIC Global Solutions, a leading provider of gambling harm prevention training. The sessions featured former professional footballers Marc Williams, who played for Wales U21 and Wrexham, and Scotland international and former Liverpool defender Dominic Matteo, both of whom shared personal experiences of gambling-related harm.

Post-session surveys indicate that 96% of players now feel confident about where to seek help if concerned about their gambling behaviour. This marks a significant improvement in awareness and comfort in seeking assistance compared to prior to the initiative’s launch. Moreover, 93% of those who took part in the sessions indicated they now possess a good or excellent grasp of how susceptible professional athletes are to gambling-related harm—an improvement from the 70% who held that level of understanding prior to the training.

Furthermore, 93% of those surveyed also claimed improved knowledge of gambling-related integrity issues within the professional sports context, up from 74% before attending the sessions.

Broader reach and growing support within Scottish football

The initiative has not only been well received by players but has also gained strong backing from SPFL leadership. Neil Doncaster, group chief executive of the SPFL, praised the programme for its immediate and widespread impact:

“These figures show the real impact that EPIC’s gambling harm awareness programme has had with SPFL clubs and its players, which is great to see. We’ve had extremely positive feedback from our members on how informative the sessions have been and it’s excellent it has reached so many players and staff members across our game in its first season. We’re proud to continue to support this partnership alongside William Hill and look forward to seeing it develop further in the seasons ahead.”

The importance of lived experience in education

One of the programme’s defining features has been its reliance on facilitators with lived experience. Both Williams and Matteo have previously struggled with problem gambling during their careers, which lends authenticity and gravity to the message. The use of real-life stories creates a powerful emotional connection that abstract warnings or facts alone often fail to achieve.

This approach resonated with current players such as Hibernian’s Kieron Bowie, who recently made his Scotland debut in a 4-0 victory over Liechtenstein. Reflecting on the educational sessions, Bowie noted the temptations faced by professional athletes during idle periods, particularly during hotel stays or international duty. He stated:

“In this industry, obviously you have a lot of free time; you’re in hotels overnight or you’re away on international duty and you’re left to your own devices, doing whatever on your phone. It’s easy to get roped into that, especially in this environment where there’s a lot of gambling, like cards on the buses and all that sort of stuff, so it’s easily done.

I think seeing what [Marc Williams] went through just reassures that that’s not the path you want to go down.”

Bowie’s comments underscore the real-world relevance of the programme and highlight its potential to act as a preventative measure against harmful behaviour patterns that often begin innocuously.

Expansion plans for the 2025/26 season

Building on the initial success, the programme is set to expand in the 2025/26 season. William Hill and EPIC Global Solutions plan to widen the initiative’s reach to include youth academies, women’s teams, community trusts, and supporter groups across the SPFL’s 42 clubs. This expansion will further embed the message of responsible gambling not only within the professional game but also within its wider community, cultivating a culture of awareness and accountability at all levels.

Per Widerstrom, CEO of evoke, William Hill’s parent company, emphasized the programme’s importance as part of the brand’s corporate social responsibility:

“The education programme is a fundamental element of our sponsorship. It’s really important that we balance the passion of players and fans with gambling responsibly, and I am delighted to see such good progress made during our first year of sponsorship. We now look forward to next season and extending the programme to academies, women’s squads and supporters.”

The role of sponsorship in social responsibility

William Hill’s sponsorship of the SPFL marks a notable shift in how corporate partners are expected to contribute beyond financial investment. The company’s alignment with EPIC’s preventative education reflects a broader trend within the gambling industry towards supporting safer gambling initiatives.

As sports betting becomes more deeply embedded in the experience of watching and playing professional sports, the risk of harmful behaviour—particularly among athletes with high disposable incomes and stressful performance environments—increases significantly. By proactively addressing these issues, sponsors can foster long-term brand trust while also ensuring the welfare of the very athletes and fans who support their business.

Gambling and integrity in professional sport

An additional key focus of the programme centers on maintaining professional integrity within the sport. Players were educated on the dangers of betting on matches within their leagues, the potential for match-fixing, and the serious consequences of violating gambling regulations. This is especially important at a time when the boundary between betting as entertainment and its potential for exploitation is under growing examination.

Maintaining the integrity of the game is a legal and ethical priority for clubs, sponsors, and governing bodies alike. Ensuring that players understand both their vulnerability and their responsibility contributes to safeguarding the sport’s future.

A low-risk, high-impact initiative

While gambling sponsorships in football have sometimes drawn criticism due to concerns over promoting unhealthy habits, this education programme illustrates how such partnerships can be leveraged to create meaningful social change. By embedding responsible gambling messaging directly into the sporting ecosystem, the SPFL and William Hill have set a positive example for other leagues and sponsors.

Additionally, by involving trusted figures from within the football world—former players who speak openly about their past challenges—the programme avoids sensationalism and offers a compassionate, realistic path forward. Its low-defamation, fact-based approach ensures both legal compliance and reputational security for all parties involved.

Conclusion

The SPFL’s gambling harm prevention education programme, supported by William Hill and delivered by EPIC Global Solutions, represents a significant and commendable step towards promoting player welfare and safeguarding the integrity of Scottish football. By reaching hundreds of players and staff with targeted, experience-based education, the initiative has successfully raised awareness of the dangers associated with gambling and equipped individuals with the knowledge to seek help when needed.

The overwhelmingly positive feedback and measurable improvements in awareness reflect the programme’s efficacy and relevance in today’s professional sports environment, where gambling is both prevalent and potentially harmful. The decision to expand the programme to include youth academies, women’s teams, and wider community stakeholders in the upcoming season further underlines a proactive commitment to long-term cultural change within the game.

As professional football continues to navigate its relationship with the gambling industry, initiatives like this offer a blueprint for responsible partnership. Through a focus on education, transparency, and player support, the SPFL, William Hill, and EPIC Global Solutions have set a precedent that prioritizes health and integrity—proving that commercial sponsorships can coexist with meaningful social responsibility.

FAQs

What is the SPFL gambling education programme?
It is a harm prevention initiative that educates professional footballers and staff on the risks of gambling and how to seek help.

Who delivers the SPFL programme?
The programme is delivered by EPIC Global Solutions, with sessions led by former professional footballers who have experienced gambling-related harm.

What percentage of players now know where to get help?
According to post-session surveys, 96% of players now feel confident about where to seek support for gambling issues.

Why is this programme considered effective?
It uses lived experiences from former players and delivers clear, relatable messaging that resonates with current athletes.

Will the programme continue next season?
Yes, it will be expanded in the 2025/26 season to include youth academies, women's teams, supporter groups, and community trusts.

What role does William Hill play in the initiative?
William Hill is the SPFL title sponsor and has made gambling education a key part of its corporate social responsibility efforts.

How many clubs took part in the first season?
A total of 37 clubs hosted education sessions during the 2024/25 season.

What changes were observed in player knowledge?
Awareness of both gambling harm and betting integrity rose significantly, with nearly all players showing improved understanding.

Is this programme legally compliant?
Yes, it is designed to reduce defamation risks and follows a factual, legally responsible framework.

Can fans benefit from the programme?
Yes, future plans include engaging with fans through supporter groups and community outreach.