UK Football Adopts New Code for Responsible Sponsorships
English football's top governing bodies, including the Premier League, English Football League (EFL), the FA, and Women's Super League, have collectively agreed to implement a new regulatory code governing gambling sponsorships in the sport.
An aerial view of EPL's Manchester United Old Trafford Stadium. The new code will be implemented next season. (Source: Mylo Kaye, Pexels)
LISTEN TO THIS ARTICLE:The move, which aligns with the guidelines set in the UK government's April gambling white paper, aims to establish a more responsible and transparent approach to betting partnerships in English football.
The new football code outlines two crucial requirements: First, sponsorship deals must not target or appeal to vulnerable groups, such as minors. Secondly, under the social responsibility principle, gambling sponsorships must be promoted and delivered in a socially responsible manner that incorporates educational messaging and awareness campaigns.
The organizations also agreed that revenue generated from gambling must be reinvested in initiatives that benefit football fans and communities, such as infrastructure development and programs that promote the sport.
Furthermore, they pledged that sponsorship deals will not “compromise the integrity of football competitions nor harm the welfare of those participants who take part in them.”
Major national sports governing bodies have been tasked with creating voluntary codes tailored to their respective sports. The codes must align with four key pillars: protection, social responsibility, reinvestment, and integrity. The newly introduced code will come into effect at the beginning of the new season.
In 2023, Premier League clubs collectively agreed to withdraw gambling sponsorships from the front of their matchday jerseys from the end of the 2025–26 season.
More Regulation News
BHA Urges Compliance with New Code
The British Horseracing Authority (BHA) has also announced that it will collaborate with the Department for Culture, Media, and Sport (DCMS) to ensure adherence to the new code.
In its statement, the body urged racecourses and participants to uphold the four principles of the sports sponsorship gambling code when negotiating sponsorship deals with betting operators.
The BHA will conduct a comprehensive review after 12 months to identify and address any challenges that arise during the implementation phase.
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