UK football and horseracing bodies implement new codes for responsible gambling sponsorships

The Betting and Gaming Council (“BGC”), working with various sports bodies, has developed the "Codes of Conduct for Gambling-Related Agreements" framework, with each body creating a code tailored to its sport. Leading the way, key football and horseracing bodies in the UK introduced their codes of conduct last month. This new framework sets higher standards for safer gambling sponsorships, aiming to protect vulnerable individuals, uphold sporting integrity, and ensure gambling sponsorship revenues are reinvested into the sport.

Football's New Code of Conduct

The Premier League, the English Football League, The FA, and the Women’s Super League (the “Competitions”) have agreed to adopt a new Code of Conduct for Gambling Related Agreements in Football. The aim is to ensure that gambling sponsorships are delivered in a socially responsible way and that revenues from these agreements are reinvested into football and its communities. Starting in the 2024-25 season, all Competitions and clubs, who are members of the Competitions, must follow these four principles:

1. Protection: Sponsorship deals must avoid promoting to vulnerable groups, such as minors. For example:
   1. gambling logos or other related promotional materials must not appear on sections of websites specifically designed for children;
   2. gambling logos or other related promotional materials must not appear on any kit and clothing worn by staff or members of the matchday ball team and/or any branded materials and items used at community events (including trophies) with attendees that are predominantly children and other vulnerable person;
   3. clubs must ensure that gambling sponsorship logos, including on front of shirt and sleeve are not included on replica kits designed for children, and mechanisms should be available to allow adult replica kits to be purchased without gambling sponsorship logos;
   4. gambling sponsorship logos and other related promotional materials must not appear on merchandise or products manufactured for and sold by clubs that are designed to be used by children, and areas of a stadium designated for the exclusive use of family groups and children should not display the same; and
   5. gambling sponsorship logos and other related materials should not appear on club mascots or any other individual or character predominantly aimed at children and/or kit and clothing worn by children who are matchday mascots.
2. Social Responsibility: Gambling sponsorships must be promoted in a way that is socially responsible, including incorporating education and awareness messages about the risks of gambling into marketing activities. This includes:
   1. Competitions and clubs making available resources, workshops and helplines related to gambling and other addiction issues;
   2. ensuring a reasonable and proportionate portion of gambling sponsorship inventory promotes responsible gambling messaging; and
   3. ensuring that Competition and club social media accounts do not include any ‘calls to action’ or links to a gambling company’s website in any ‘organic’ content.
3. Reinvestment: Revenues generated from gambling sponsorships should be reinvested into football infrastructure, such as stadiums and training grounds, and programmes that serve football fans and communities.
4. Integrity: Sponsorship agreements must not compromise the integrity of football competitions or the welfare of participants. This includes educating participants about The FA’s betting rules, which prohibit betting on football matches and passing inside information for betting purposes.

This code complements existing statutory requirements within the Gambling Act 2005 and the UK Code of Non-broadcast Advertising and Direct and Promotional Marketing.

Separately, Premier League teams have also voluntarily agreed to ban front of shirt sponsorship deals with gambling companies from the 2026/27 season.

Horseracing's New Code of Conduct

Similarly, the British Horseracing Authority (the “BHA”), with support from the Racecourse Association (the “RCA”), sport stakeholders, the Department for Culture, Media and Sport, and the Betting and Gaming Council, has introduced a Code of Conduct for sponsorship agreements with gambling companies in British racing. The BHA requires racecourses and participants to follow four key principles when making these sponsorship deals:

1. Reinvestment: Revenue from gambling sponsorships must be reinvested into the sport, such as funding racing events and competitions.
2. Maintaining Sporting Integrity: Contracts with gambling companies must include provisions that require gambling companies to comply with all aspects of the British Gambling Commission’s licence conditions and codes of practice, especially those that relate to protecting the integrity of sport. The RCA has agreed to provide standard legal wording on this for inclusion in all sponsorship agreements.
3. Protection of Young People: Racecourses and participants must commit to not targeting under-18s and actively consider the impact on younger people. This includes prohibiting sponsorship of individuals under 18 and not displaying logos or promotional material on products aimed at children.
4. Socially Responsible Betting Promotions: British Horseracing will work with support, education, and welfare organisations like Racing Welfare to provide educational materials on the risks of betting and access to support services for betting addiction.

Comment

Not only do these new codes represent a significant move towards more responsible gambling sponsorships, but they also set a strong example for other sports bodies to follow. The BGC has stated that it expects other sporting bodies to publish their own codes "shortly".

We will monitor the implementation and impact of these codes as well as monitor the release of similar codes from other organisations. In the meantime, if you would like to discuss any aspect of this article further, please get in touch.

Co-authored by Chelsea Kent, Associate