Which ethical principle should underpin gambling-related sponsorship deals in sport?

• A. Maximize profits at all costs.
• B. Do no harm; sponsorship should avoid exploiting vulnerable groups and avoid promoting risky behaviors among minors.
• C. Promote gambling to all age groups equally.
• D. Focus only on national teams.

Answer: (B)

The main idea here is that sponsorship in sport involving gambling should be guided by the duty to do no harm. This means prioritizing the protection of fans and players, especially those who are vulnerable to gambling problems and minors who are more easily influenced by marketing. When a gambling brand sponsors a sport, there’s a real potential for normalizing gambling and encouraging risky behavior among young people; a responsible approach requires safeguards—clear responsible gambling messaging, strict age limits on advertising, and support mechanisms for problem gambling. This ethic of care and minimization of harm is why that option stands out as the best choice.

Other approaches ignore these protections: chasing profit at all costs can overlook the social and individual harms gambling marketing can cause; trying to promote gambling to all age groups disregards legal age restrictions and the vulnerability of minors; and focusing on just one type of team misses the broader ethical responsibility to protect fans and uphold integrity across sport.