EFL chairman Rick Parry has defended football’s right to benefit from responsible betting sponsorship and accepts there are no “magic answers” to eradicating addiction issues among players.

The sport’s relationship with gambling has been in the spotlight again recently after a 10-month ban was imposed on Newcastle midfielder Sandro Tonali by the Italian Football Federation late last month.

The player, who is suffering from a gambling addiction according to his agent, is also being investigated over possible breaches of betting rules in England by the Football Association.

The Big Step campaign, part of the Gambling With Lives charity, said the player deserved “empathy and support” rather than a heavy sanction, adding: “Sending someone addicted to gambling into this environment is like sending an alcoholic to work in a pub. If you force young footballers to endorse addictive products then don’t be surprised if they use them.”

Parry, whose organisation signed a new deal with Sky Bet as its title sponsor in June through to 2029, told the PA news agency that betting companies had made “billions” of pounds out of sport since the introduction of the Gambling Act in 2005 and added: “It’s only fair that there is a way of channelling some of that revenue into sport.

“So enabling sport to negotiate marketing agreements to get a share of the billions that are flowing in is something I have no difficulty with whatsoever as a concept.

“We’ve commissioned research, we’ve looked extensively and we haven’t seen any evidence that sponsorship leads to an increase in gambling or gambling harm.

“The values of gambling in England have been fairly steady across the decades and there is no direct correlation between sponsorship and gambling harm.

“Nobody wants gambling harm, nobody wants players to become addicted, or indeed non-players. But it is two different issues that tend to get conflated in terms of what we are doing with players and indeed with the non players.”

The EFL’s partnership with Sky Bet was singled out for praise in the Government’s white paper on gambling reform published in April as an example of the sort of socially responsible agreement sports should strive for.

Since 2018, Sky Bet funding has supported the EPIC Risk Awareness programme which has provided education to players and staff at all 72 EFL clubs. The programme has reached 2,200 players and staff over the past two years.

Sky Bet’s parent company Flutter will also put £20million into wider research, education and treatment this year alone.

“Behaving responsibly is incredibly important,” Parry added.

“Educating players is something that we’ve been doing for at least the last five years and we’ll continue to do more of that.

“(But) that frankly is never going to stop individuals from wanting to gamble. Ten per cent of people gamble – they always will.

“It is a fact of life, prohibition doesn’t work, so what you have to do is have a framework, that you educate, you behave responsibly, you do everything you can to minimise harm, but eliminating it is incredibly difficult.

“If we didn’t have Sky Bet sponsorship we would still have players betting – they always have, they always will.

“Our responsibility is to try to make sure that we support and that we educate – it’s not just about punishment. As we’ve seen pretty graphically in Italy recently, it’s not just been about identifying punishment, it’s identifying that some of the players have genuine addiction problems. It’s how you assist in rehabilitation as well as punishment, and there are no magic answers.

“It’s a problem that will continue to exist. We have to try to tackle it and address it, without in any way pretending it’s not there.

“But that said, that absolutely shouldn’t preclude us from entering into responsible and sensible marketing arrangements when gambling operators are making a huge amount of money out of sport, and have been encouraged to do so by successive governments.”

Sky Bet will also commit £1million a year to the Building Foundations Fund which will support the community organisations linked to the 72 EFL clubs.

This week is a designated ‘EFL Week of Action’ to highlight the social benefit provided by club community organisations in the towns and cities they serve.

Newcastle midfielder Sandro Tonali deserves “empathy and support” for his gambling rather than a reported 10-month ban, campaigners have said.

The Big Step campaign, part of the Gambling With Lives charity, claims asking a footballer who is addicted to gambling to play in stadiums plastered in betting logos is akin to making an alcoholic work in a pub.

Tonali, 23, has been suspended for 18 months, eight months of which has been commuted, fined 20,000 euros and been ordered to partake in an eight-month course of therapy to address his issues after reaching a plea bargain following an investigation into illegal betting conducted by the Italian Prosecutor’s Officer and the Italian football federation (FIGC).

The player’s agent, Giuseppe Riso, has said his client is living with a gambling addiction. The PFA is understood to be working with and continuing to support Tonali.

“Footballers are human and if they are suffering from addiction they deserve empathy and support, not lengthy bans,” the Big Step said in a statement issued to the PA news agency.

“Every football game is wall-to-wall with gambling ads, not just across shirts but around stadiums and related media content.

“Sending someone addicted to gambling into this environment is like sending an alcoholic to work in a pub. If you force young footballers to endorse addictive products then don’t be surprised if they use them.

“Ending all gambling advertising and sponsorship in football, including all parts of the shirt and in every stadium, will help to prevent harm to those on and off the pitch.”

The FIGC confirmed Tonali’s ban on Thursday afternoon, less than 24 hours after he made what will be his final appearance for the club which paid AC Milan £55million for his services this summer as a substitute in Wednesday night’s 1-0 Champions League defeat by Borussia Dortmund at St James’ Park.

A statement on the federation’s official website said: “The Federal Prosecutor’s Office has reached an agreement (pursuant to art. 126 CGS) with the footballer Sandro Tonali, following which he will be sanctioned with an 18-month disqualification, eight of which will be commuted to alternative prescriptions, and a fine of 20,000 euros, for the violation of art.24 of the CGS which prohibits the possibility of placing bets on football events organized by FIGC, UEFA and FIFA.

“Regarding alternative prescriptions, Tonali will have to participate in a therapeutic plan lasting a minimum of eight months and in a cycle of at least 16 public meetings, to be held in Italy, over a period of eight months, at amateur sports associations, federal territorial centres, for recovery from gambling addiction, and in any case according to the indications and program proposed by the FIGC.

“The Federal Prosecutor’s Office will ensure compliance with what is indicated and, in case of violations, will adopt the measures within its competence, pursuant to the CGS, with termination of the agreement and continuation of the disciplinary proceedings before the sports justice adjudicating bodies.”

Earlier FIGC president Gabriele Gravina had told reporters in Rome: “The rules call for a certain number of years of suspension, but the plea bargain and extenuating circumstances have been taken into consideration and the players’ collaboration went above and beyond, therefore we must continue to respect the rules we have established for ourselves.”

Tonali was one of several players named in the FIGC’s investigation, which also saw Juventus midfielder Nicolo Fagioli banned for seven months.

The suspension will mean he will not play again for Newcastle this season and will miss Italy’s Euro 2024 finals campaign should they qualify.

Magpies boss Eddie Howe has promised his big money summer acquisition the club’s full support, although his absence could hardly have come at a worse time for the club with Alexander Isak and Jacob Murphy both having picked up injuries during the defeat by Dortmund, which Sven Botman and Elliot Anderson missed with existing problems.