Ex-Premier League striker takes ambassadorial role with Gordon Moody

Gordon Moody

Former Premier League footballer, Dean Sturridge, has joined forces with gambling harm charity, Gordon Moody in an ambassadorial position.

Having played professionally in England’s top-flight for Derby, Leicester and Wolves, among others, Sturridge carries a wealth of experience in high-pressure circumstances. 

To learn more about responsible gambling, visit our responsible gambling in sports betting page which also offers resources and advice on where to seek help if needed. 

Now, he joins the group that introduced Gambler’s Anonymous to the UK in 1971 – a scheme inspired by the successful implementation of a similar service in the US. 

In a public statement released by Gordon Moody, the charity lauded the ex-striker’s dedication to “tackling social issues” and explained that Sturridge’s drive “aligns perfectly” with the organisation’s mission.

Commenting on the announcement of his partnership with Gordon Moody, Sturridge said: “I’m incredibly excited to be joining Gordon Moody as their ambassador.”

“After my career in football, I’ve seen first-hand how important it is to use your platform to create positive change. Gambling addiction is an issue that affects countless lives, and through this partnership and by sharing my own experiences with gambling harm, I hope to raise awareness, offer support, and make a real difference.”  

Gordon Moody CEO, Monica Shafaq, spoke of Sturridge’s “powerful” influence as a charity ambassador: 

“Dean’s decision to join Gordon Moody as an ambassador is a game-changer for our mission, not only does he bring the dedication and discipline of a top-level athlete, but his own lived experience gives him a unique and powerful voice in the conversation around gambling harm. 

“From tackling opponents on the pitch to tackling the stigma and challenges of gambling addiction, Dean’s passion, integrity and first-hand understanding will inspire others to seek help and show that recovery is possible.”

Recently, the 51-year-old retired footballer revealed an ongoing personal battle with problem gambling. In this poignant recount reported by The Mirror and BBC, Sturridge detailed that he empathised with those suffering from gambling addiction:

"I know the feeling of being in addiction, being lonely, being isolated, feeling guilt, feeling shame, feeling embarrassment.”

A teenager when he landed his first professional contract, Sturridge recalled that he had initially planned to invest in a car upon receiving his first payslip. 

However, Derby’s record Premier League goalscorer instead spent the money with a bookmaker. A teammate financed the vehicle purchase.

Years on, a turning point came when Sturridge’s wife returned home early to find him betting alone. Just one day later, he attended a Gambler’s Anonymous meeting. 

Now, through his new role with Gordon Moody, he hopes to guide others in a more positive direction: "Everybody's story is unique, but I'm hoping I can inspire just one person."

Sturridge also recognised the importance of influential figures campaigning for safer gambling, saying: "It's important...for people like myself, for people in organisations like Gordon Moody, to go into schools and into football clubs and just help them on their journey."