The Big Step is a campaign to end all gambling advertising and sponsorship in football, led by people harmed by gambling.

In early 2019, James Grimes approached Gambling with Lives with the idea of walking between football clubs that had gambling sponsors to raise awareness of the harmful relationship between them. James had a 12-year gambling addiction and football played a big role in his addiction.   

Football & gambling

All too often, football is the ‘hook’ that draws first-time gamblers in, many of whom are then cross-sold highly dangerous – and addictive – products, such as online casino games.  

During the 2024–25 Premier League season, 11 of the 20 teams had a front-of-shirt betting sponsor, despite the voluntary ban coming in at the end of the 2025-26 season. 

Research from 2024 found that 6491 gambling logos can appear during a single televised Premier League game, and that 30,000 gambling messages were broadcast over the opening weekend of the 2024-25 season – an increase of almost 300% on the previous season.

What we do

Together, we held our first event in June 2019 and over three years – and many more walks – later, The Big Step is a leading campaign and an integral part of Gambling with Lives. 

Our petition, which we handed into 10 Downing Street in 2021, has been signed thousands of times and we’ve been part of hundreds of pieces of high-profile media coverage.  

Removing gambling logos from football shirts would be a ‘big step’ and a significant acceptance of the harm caused, but it wouldn’t go far enough. We are calling for an end to gambling adverts in stadiums and through the online presence of clubs, as well as a ban on gambling sponsorship of competitions.