FA Investigates Emiliano Martínez Over Betting Promotion
The Football Association has opened an investigation into Emiliano Martínez, the goalkeeper for Aston Villa F.C., over a potential breach of regulations related to betting promotion.
According to a report published by The Athletic on March 6, the Argentine international is being examined for his role as a betting brand ambassador for the Argentine sportsbook Bplay.
Betting Promotion Under Scrutiny
Bplay has used Martínez in promotional campaigns for more than 18 months. In June 2024, the company officially introduced the goalkeeper as a brand ambassador on its website while highlighting a marketing partnership centered on his public profile.
In October 2025, the operator launched another advertising campaign featuring Martínez alongside his brother, Alejandro Martínez. The campaign presented the pair wearing each other’s professional uniforms, combining football and motorsport themes as part of the promotional concept.
Martínez has appeared regularly in promotional material across the company’s website and social media platforms. The sportsbook operates legally in Argentina’s regulated betting market and has been active since 2020.
FA Rules on Betting Advertising
The situation has raised concerns within English football due to strict regulations governing betting promotion by players. Under the rules of the The Football Association, players must not advertise or promote betting activities connected to competitions in which they participate or could influence.
Because Bplay offers betting markets on competitions involving Aston Villa F.C.including the Premier League, FA Cup and UEFA Europa League the partnership has attracted regulatory attention.
The platform also provides betting markets on Argentine and other European football competitions.
Martínez’s Career Achievements
Emiliano Martínez joined Aston Villa F.C. in 2020 and has since become a key player for the club. During his tenure, he has made 242 appearances and kept 78 clean sheets.
At international level, Martínez has played a crucial role for the Argentina national football team. His contributions helped the team secure several major titles, including the Copa América, the Finalissima and the 2022 FIFA World Cup.
He has also received several individual honors, including The Best FIFA Men’s Goalkeeper in 2022 and 2024, as well as the Yashin Trophy in 2023 and 2024.
The FA’s investigation will determine whether the promotional partnership breaches its rules on betting-related advertising by active players.
