Now that smartphones are so omnipresent as to be extra limbs on our bodies, the siren call of the slot machine is always there. The difference these days is that online gambling gives the addict an opportunity to bet 24/7. The Government says online revenues could fall by more than £700million as a result of the new rules. For example, high street casinos will be allowed to install up to 80 gaming machines - up from the current 20. Regulations for bricks-and-mortar casinos will be relaxed to level the playing field with online rivals.

Managing director Lee Charnley and his commercial team were dispatched to the Far East at the end of last season and returned with a new sponsor in the shape of Chinese firm Fun88, sparking suggestions of further investment from that region. But since Labour relaxed betting legislation there have been 75 deals in which gambling firms have plastered their logos on the chests of football stars. The study by Glasgow University warns that such adverts are luring vulnerable children and adults into gambling.

A clear example of this would be the use of logos on sports' shirts.' ‘More needs to be done to protect children from the risks of gambling, and sports clubs need to consider their responsibility.' The Industry Group for Responsible Gambling code requires that ‘gambling operators do not allow their logos or other promotional material to appear on any commercial merchandising which is designed for use by children.

The watchdog said the changes would make it quicker and easier to take action over breaches such as misleading promotions and bonus offers, as well as unreasonable restrictions on withdrawals of winnings. The ban was lifted two months later, but the league said such will be subject to scrutiny from an independent panel to ensure they reflect a "fair market value" and are not a means of distorting revenue to allow for greater spending under Financial Fair Play rules.

The Gambling Commission - the industry regulator - will also be given new powers and additional funding, while a new ombudsman will strengthen customers' rights if gambling companies fail to be socially responsible. Paris Saint-Germain's £85million deal with the Qatar Tourism Authority is one deal cited, but who is to say what that should be worth? PSG are now one of the biggest and most consistently successful clubs in the world, with three of the most famous players, having previously won two domestic titles in 42 years.

The 21-year-old midfielder arrived at St James' Park on loan in July with the possibility of a full transfer included in the deal, and has done so well on Tyneside that the club has handed him a five-year contract. City finished 10th in the Premier League in the first season of Mansour's ownership, then fifth and third, before famously winning the competition in 2012 with a memorable 3-2 win over QPR, including two stoppage time goals, edging out rivals Manchester United.

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