UK Sports Bodies Adopt New
In football, the Premier League, English Football League (EFL), FA, and Women’s Super League have agreed to a new code on gambling sponsorships, as outlined in the government's April gambling white paper.
The Premier League and British Horseracing Authority (BHA) have issued new "socially responsible" codes of conduct to protect minors and at-risk gamblers. In football, the Premier League, English Football League (EFL), FA, and Women’s Super League have agreed to a new code on gambling sponsorships, as outlined in the government's April gambling white paper.
Starting in the 2024-25 season, the codes will focus on protection, social responsibility, reinvestment, and integrity. A joint statement from the football bodies said:
“The aim is to ensure that sponsorships are delivered in a socially responsible way. They are designed to limit the reach to children and those at risk of gambling-related harm.”
Four General Principles Explained:
- Protection: Sponsorship deals must avoid promoting to vulnerable groups such as minors.
- Social Responsibility: Gambling sponsorship must include education and awareness messages.
- Reinvestment: Commercial income from gambling sponsorship must support football infrastructure and community programs.
- Integrity: Deals must not compromise the integrity of competitions or harm participants.
Premier League clubs agreed to withdraw gambling sponsorship from matchday shirts by the end of the 2025-26 season.
The BHA will work with the Department for Culture, Media and Sport (DCMS) to monitor compliance and review the code after 12 months. The BHA stated:
“The code aims to ensure that minimum standards for social responsibility are implemented. We ask that racecourses and horseracing participants commit to following the four general principles of the wider sports sponsorship gambling code when entering into sponsorship arrangements with betting companies.”
