BGC Unveils Enhanced Codes of Conduct for Sports Gambling Sponsorships
The Betting and Gaming Council (BGC) has published updated Codes of Conduct for gambling sponsorships in various major sports, setting a higher standard for these agreements.
BGC reveals new Codes of Conduct for sports gambling sponsorships.
LISTEN TO THIS ARTICLE:In collaboration with prominent national sports bodies such as the Premier League, English Football League, The FA, Women’s Super League, Rugby Football League, British Horseracing Authority, and official bodies for darts, snooker, and boxing, the BGC has created a voluntary industry-wide code. Each sport has developed a specific code tailored to its requirements.
Framework Guided by Four Key Principles
This new framework by the BGC is designed to elevate standards through four key principles: protection, social responsibility, reinvestment, and integrity:
1. Protection of Children and Young People: Gambling sponsorships must be structured to limit exposure to individuals under 18 and those at risk of problem gambling and related harms.
2. Social Responsibility: Sponsorships must be conducted responsibly, including educational and awareness messages as part of all promotional activities.
3. Reinvestment into Sport: Revenue from gambling sponsorships must be reinvested in infrastructure and community programs, enhancing grassroots participation and community engagement.
4. Maintaining Sporting Integrity: Sponsorships must not compromise the integrity of sports competitions or the welfare of participants.
The EFL, Premier League, The FA, Women’s Super League, and British Horseracing Authority have already committed to adopting these new codes ahead of the upcoming season. Additional sports bodies are expected to follow soon.
Related: BGC Welcomes New UK Ministers and Promises Industry Support
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Practical Implications of New Codes
The new codes have significant practical implications. For football, this includes designing sponsorships to limit reach to minors and at-risk individuals, ensuring professional players are aware of support services, and preventing club social media from linking to betting sites. Clubs will also allocate a reasonable portion of sponsorship assets to promote safer gambling messages, such as on perimeter boards and in match day programs.
In horseracing, the new code ensures that betting promotions are not aimed at those under 18 and that age awareness measures are in place on racecourses. BGC members are dedicated to promoting socially responsible sports betting and sponsorship. Michael Dugher, BGC Chair, stated:
I welcome the publication of these landmark codes that BGC has led on, which set new standards for sports. These new measures are good for sports, good for BGC members and good for fans. BGC members are proud to support some of the most popular sports up and down the country, and that support goes hand in hand with these principles.
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