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Non-leagues dropped by betting sponsor

BetVictor has ended its two year sponsorship deal with the Northern Premier League, Isthmian League and Southern League. The deal was worth £100,000 a year. The gambling company opted to exercise a break clause after one year because of the negative reception the sponsorship received and because some clubs did not meet its requirements.

Negative stories in the national press bothered BetVictor and led them to believe that the risk to their brand exceeded the digital benefits which were their main focus.

After the coronavirus outbreak it will be hard to find a replacement. Northern Premier League chairman Mark Harris commented: 'Would we looking for a betting partner again? I have to say it wouldn't be my first choice.'

'The lesson out of this is that betting is so heavily regulated and is so heavily ensconced in social attitudes - particularly through social media - my preference this time would be to go for a sponsor that isn't quite from such a heavily regulated area.'

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