Sam Allardyce, the newly appointed manager of the England national football team, may be forced to give up his brand ambassador role with My Club Betting.
The Guardian newspaper has reported that The Football Association (The FA) is reviewing whether it is appropriate for Allardyce to continue his association with the betting company since taking on the duties of England Manager.
My Club Betting installs personalised betting services for UK sports clubs and communities, with 20% of all net revenues returning to partner clubs helping them run day-to-day operations. My Club Betting partners include several UK non-league football clubs, plus rugby union/league, cricket and darts teams.
On taking the role with My Club Betting last December, Allardyce stated that the betting services was a ‘great initiative’ for funding UK grassroots sports initiatives. At the time Allardyce was the manager of Premier League side Sunderland AFC.
It is reported that Allardyce’s association with a UK betting firm is a sensitive matter for The FA who do not want to be seen to promote gambling services. However given the organisation’s own links with betting partners, it announced a four year deal with Ladbrokes earlier in the summer, any censure would be seen as hypocritical from a moral perspective.
On appointing Allardyce as England Manager, The FA declared that “The England manager’s commercial commitments will be discussed in due course.”