The Premier League and British Horseracing Authority (BHA) are among UK sporting bodies that have issued new “socially responsible” codes of conduct to protect minors and at risk gamblers.
In football, the Premier League, English Football League (EFL), the FA and Women’s Super League have formally agreed to adopt a new code that covers gambling sponsorships used in English football, as outlined in the Government’s April Gambling White Paper.
The codes will be implemented at the start of 2024-25 and focus on protection, social responsibility and reinvestment and integrity.
In a joint statement, 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.”
The four general principles explained
The football code mandates, under the ‘protection’ guideline, that sponsorship deals must avoid promoting to vulnerable groups such as minors.
On social responsibility, gambling sponsorship must be promoted and delivered in a socially responsible way via education and awareness messages.
In terms of reinvestment, the commercial income raised from gambling sponsorship must be reinvested back into infrastructure and programmes that serve football fans and communities.
Additionally, deals must not “compromise the integrity of football competitions nor harm the welfare of those participants who take part in them,” the bodies agreed.
Last year, Premier League clubs agreed to withdraw gambling sponsorship from the front of matchday shirts from the end 2025-26.
Racing to monitor compliance
Meanwhile, the BHA said it would work with the Department for Culture, Media and Sport (DCMS) to monitor compliance of the new code. A review will be undertaken after 12 months to address any issues learned from the implementation process.
“The code aims to ensure that minimum standards for social responsibility are implemented,” the BHA said in a statement.
“In publishing the code, 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.”