Peers in the House of Lords hear calls to address gambling advertising and sponsorship in football, with campaigners warning that it is contributing to a wider “normalisation” of gambling. James Grimes, who represents the group Gambling with Lives, tells the Lords that gambling promotion in the sport should be treated as a priority issue. The remarks focus on how gambling ads and brand involvement in football are presented to audiences, including younger viewers, and the potential impact on attitudes toward gambling. The concerns raised are framed as part of a broader public health and consumer protection debate, rather than a claim about any single team or match. While the report focuses on the testimony and the scale of the concern, it does not set out specific legislative proposals or immediate policy changes in the coverage. The Lords discussion reflects ongoing scrutiny of how gambling operators advertise and sponsor sporting events, and whether existing rules sufficiently protect vulnerable people.