UK football fans believe gambling and betting sponsorship is out of control and the industry’s efforts to reduce kids’ exposure to gambling ads is a failure, according to a new survey.

This weekend, UK-listed online gambling operator 888 Holdings announced a new global betting partnership with Cardiff City FC that includes the company’s logo appearing on the team’s training kit. The club’s CEO Ken Choo said he was “thrilled” with his new partner, but the club’s fans may have a distinctly different view.  

A Survation online poll of 1,006 UK football fans aged 18 years or older taken last month shows 58% of respondents either somewhat or strongly agreed that there are too many football teams sponsored by gambling companies.

Interestingly, the number of those who strongly agreed with the idea that there was too much gambling sponsorship was highest (32%) in the 18-34 age demo, while those in the 55-64 bracket were twice as likely to strongly disagree (11%) than most other demos (4-6%).