The Betting and Gaming Council (BGC) has recently heralded the introduction of new Codes of Conduct for Gambling Related Agreements across prominent sports organizations, marking a significant advancement in the standards of sports sponsorship agreements in the UK. This initiative has seen the collaborative efforts of national sports giants like the Premier League, English Football League, The FA, Women’s Super League, and the Rugby Football League, along with authorities governing darts, snooker, and boxing.
Implementing the new Code of Conduct:
These new voluntary codes developed by the BGC represent a concerted effort to enhance the integrity and social responsibility of gambling sponsorships. Each sporting body has tailored a specific code to its requirements, focusing on critical principles: the protection of vulnerable groups, the reinforcement of social responsibility, the reinvestment of funds into sport, and the preservation of sporting integrity.
Key aspects of these codes include:
– Protection of Young Audiences: Gambling sponsorships must now be designed to minimize their reach to those under 18 and at-risk populations.
– Promotion of Social Responsibility: All sponsorship activities must include educational messages about responsible gambling.
– Reinvestment in Sport: Funds from sponsorships are to be reinvested into sports infrastructure and community engagement.
– Upholding Integrity: Sponsorships should not compromise the fair play of sports or the welfare of its participants.
Several major football bodies such as the EFL, Premier League, The FA, and Women’s Super League, along with the British Horseracing Authority, have committed to implementing this Code of Conduct in their upcoming seasons. These guidelines are set to reshape the landscape of sports sponsorship by enforcing measures that restrict betting sponsorships’ reach to vulnerable demographics and ensure that professional athletes are aware of the support services available to them.
Sports clubs are now obligated to ensure that a significant portion of their gambling sponsorship revenues are used to promote safer gambling. This includes advertising through match day programs and stadium boards.
Leadership and commitment:
Michael Dugher, Chair of the BGC, expressed his enthusiasm for these groundbreaking codes in BGC’s press release: “I welcome the publication of these landmark codes that BGC has led on, which sets new standards for sports. These new measures are good for sport, good for BGC members, and good for fans.”
Dugher highlighted the dual benefits of these codes: supporting popular sports while reinforcing the principles of protection, social responsibility, and integrity. “These codes will be a big step forward and is something we have been working on for many years, long before the white paper,” Dugher added, emphasizing the BGC’s longstanding commitment to raising industry standards. This includes significant initiatives like removing betting operators’ logos from children’s sportswear and enforcing the whistle-to-whistle advertising ban, which dramatically reduced the exposure of betting commercials to children during live sports events.
BGC members play a pivotal role in funding sports from grassroots to elite levels across the country. From the Sky Bet-sponsored English Football League to William Hill’s sponsorship of the Scottish Professional Football League, these partnerships are crucial for the sustainability and growth of sports.
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