Gloucester Rugby has announced a sponsorship deal with an online bookmaker that will lead to one of the stands at its famous stadium being renamed.

The West Terrace, which is the stand on the left when looking out from the main stand at Kingsholm, will be known as the 21Bet Terrace for the 2017-18 season.

21Bet are already official betting partners of Wolverhampton Wanderers and shirt sponsors of Waterford FC.

Gloucester Rugby's commercial director Mike Turner said: "We've spoken to a number of potential betting partners, and are pleased to announce the new relationship with 21Bet.

"We believe 21Bet offer a great solution for supporters who like to bet online and are looking forward to working with them."

21Bet CEO Richard Hogg said the company was delighted to have linked up with "such a renowned and well-run club like Gloucester Rugby."

"Our whole ethos is based around being passionate about sports and no club exhibits that in rugby quite like the Cherry and Whites," he said.

"It's great to be partnered with a team who share our ambition as well as our appetite and drive for growth and success. We look forward to a long and successful collaboration."

Punchline feels uneasy about Gloucester Rugby's association with a betting company.

It has a strong following within the local community and Punchline hopes this decision to effectively encourage betting doesn't tarnish its reputation as a family-friendly club.

Experts have been warning about an increase in gambling problems and some Gloucester supporters may find it distasteful that their club has allowed a betting company to literally shove its name in their faces emblazoned across a stand.

This kind of sponsorship is used by bookmaking companies as a subtle way to promote betting as 'okay'.

However, while it's not illegal, of course, problem gambling has the potential to cause serious harm, leading to family break-ups and the loss of homes.

As part of the deal, Gloucester supporters are offered a 'special' £5 bet to try to entice them in. Really?

What do you think? Email mark@moosemarketingandpr.co.uk 

Picture credit: geography; Copyright Jaggery  and licensed for reuse under this Creative Commons Licence