BC Shame: Leicester City take the money and run
Over the past 48 hours I’ve felt anger, sadness and despair on an equal footing with anything I’ve ever experienced as a result of Leicester City’s on-field exploits.
That’s quite a high bar for the club to have reached. I’ve walked away from some real low points in the club’s recent history with a sense of emptiness, because that’s what football can do to you. I don’t even need to give names of opposition teams or dates - I can give names of opposition players and you’ll know what I mean, especially if you’re of a certain age. Paul Bodin. Roy Essandoh. Troy Deeney.
We’ve had extraordinary highs too, the three highest of which (Premier League, Sevilla, FA Cup) have come under the current King Power ownership.
For some fans, those highs have made our owners untouchable. Even relegation from the Premier League, unthinkable a year or two beforehand, was not cause for widespread questioning.
Which is fine. Each to their own. Everyone supports the club in their way.
That means we all have our own individual lines we feel the club should not cross. And most of those will be off-field decisions.
If, for example, King Power decided to change the home shirt colour to red, or call us King Power Football Club, or rename the stadium after, I don’t know, Brian Clough, there would be a few people who would walk away from it all.
If it truly didn’t feel like the same club, deep down, I’m sure anyone could do that. If they moved the club to Coventry. If they moved the club to Thailand. We had 2016 after all. Nothing could ever top that.
These are the sorts of thoughts I’ve been having this weekend, because my own individual line - which has absolutely no bearing on anyone else’s - has, for the past few years, been gambling sponsorship.
Why gambling, specifically?
This article from last summer - turning the spotlight on Leicester City’s relationship with gambling - should explain it.
But yesterday, in an attempt to delve further into why I’ve grown to despise the gambling industry so much, I fired up a private browser and had a look at the website of the company Leicester have chosen to promote.
I was instantly reminded of the bleakness of online gambling, in particular. The solitude of it all. It’s a problem hidden from society. You can bet on virtual games being played as simulations. As soon as one finishes, another begins. An endless loop, all designed to try to get you to keep spending. It merely reinforced just how little Leicester City care about their fans. Everything is up for grabs if you give us enough money, especially our morals.
Since the club announced their new sponsorship deal, I’ve dipped my toe in the vague area of voicing my displeasure on social media (purely by suggesting people buy a retro shirt or a sponsorless shirt instead). I’ve also read opinions on messageboards.
If the anger came from the club’s decision and the sadness came from realising my feelings about the club have changed as a result, then the despair comes from seeing some of the reaction from fellow supporters.
Reactions such as: “Imagine caring what’s on the front of the shirt… we need the money... everyone else is doing it… this is just what modern football is… I’m not addicted to gambling so it doesn’t matter to me”.
It’s been a miniscule window into the lives of genuine anti-gambling campaigners, many of whom have suffered themselves or who have lost loved ones. My respect for their work has grown even more.
Every time I mention anything relating to gambling on social media, the number of gambling adverts I see goes through the roof. That gives an insight into the knock-on effect of welcoming it into your football club. What else will be included in this sponsorship deal? If the FBS deal is anything to go by, individual players will be used for promotion purposes. Your children’s heroes.
Online gambling hasn’t been around long enough yet to see the truly long-term, generational effects of its hold over young people. It brings nothing positive. This is what Leicester City will now mean to millions of people around the world.
Anyone who questions the club is accused of constant moaning or negativity. I suppose it’s one way to act: make as many ill-advised or morally bankrupt decisions as you can and eventually people will get sick of anyone who dissents.
I’m not 100% negative about Leicester City’s fortunes by any means. I’m excited by the prospect of seeing what Abdul Fatawu can do in the Premier League. I’m excited by the thought of seeing Will Alves, Sammy Braybrooke and Ben Nelson progress with their careers. I’m excited by seeing what Union FS have up their sleeve for the season ahead.
I’m not even asking for anyone to feel the same way I do.
But it has made me wonder where everyone else’s individual lines would be drawn. Maybe a red shirt would be fine? Maybe KPFC is a deserved honour for these wonderful custodians? Maybe Cloughie deserves a tribute from a third club in the East Midlands?
It’s also made me wonder what happens when the club crosses that line.
“You’ll still go, though…”
I’ve already renewed my season ticket.
If it wasn’t for the intrinsic link between Leicester games, family and friends, I’d post it straight back.
At the moment the only things luring me to return for the season ahead are that strong social aspect and the positive effect it has on my life, a defiant feeling that I don’t want to lose out on following my club, especially in the future, because of decisions they make now, and the opportunity for protest. But I have no desire to give this club any money over and above what I am giving already. I won’t be writing about the club’s fortunes this season. It would feel completely hollow.
Is that enough?
I don’t know, and I hate that I even have to think about it.
There are some real home truths around all of this that I feel unsure of even sharing. The attitude from lots of fans seems to be that Leicester City should win at all costs. Whatever it takes to compete. I don’t actually feel that way. I’d prefer the club to have a lesser chance of winning while not promoting an industry that trades on the misery of addiction.
The idea that every other club is doing something justifies our club doing it, whether that’s ticket prices or shirt sponsorship, is baffling to me. Why can’t we be different? Why can’t we break the mould? Why can’t we try to be a club that inspires pride for doing the right thing? Unfortunately that doesn’t seem to be in our club’s vocabulary.
Modern football is like this, but that doesn’t mean that it should be or that we should just swallow it. Children who start to go to football matches these days will take the presence of gambling adverts for granted. That’s not how it should be.
From 2026/27, gambling sponsorship won’t be quite as prominent.
Yet our club has chosen to ignore the reasons for this decision, instead opting to take the money and run as far as it can.
Under the current ownership, Leicester City Football Club feels further away to me than ever.
If you need to speak to someone urgently about a gambling-related issue for yourself, a family member, or a friend, then one of the external organisations and services on the Gambling With Lives website may be able to help.
