Betting and Gaming Council balances the scales in sports sponsorship

Lea Hogg August 1, 2024

The Betting and Gaming Council (BGC) has introduced a new set of sponsorship codes in collaboration with various sports bodies, marking a significant shift in sports sponsorship in the UK. These codes are designed to protect children and vulnerable individuals, promote social responsibility, reinvest in sports, and maintain the integrity of sporting competitions.

The primary focus of these codes is to safeguard individuals under 18 and those at risk of gambling-related harm. The aim is to limit their exposure to gambling sponsorships. This is achieved by ensuring that sponsorships are promoted responsibly, with an emphasis on including education and awareness messages in marketing strategies.

The codes stipulate that funds obtained from gambling sponsorships should be reinvested into sports infrastructure and programs that benefit fans and communities. This ensures that the benefits of these sponsorships extend beyond the sporting bodies and reach the wider community.

In addition, the codes are designed to uphold the integrity of sporting competitions. They stipulate that sponsorships must not compromise the integrity of these competitions or harm the welfare of the participants.

New codes to limit gambling sponsorship

Several major sports bodies, including the English Football League, Premier League, The FA, Women’s Super League, and British Horseracing Authority, have agreed to implement these new codes before the start of the upcoming season. As part of this agreement, football clubs will limit the exposure of gambling sponsorships to children and vulnerable individuals. They will also ensure that professional footballers are informed about the support services available to them.

Furthermore, clubs will allocate a portion of their sponsorship to promote safer gambling messages. In horseracing, the codes will prevent betting promotions from targeting under-18s and ensure that appropriate age-awareness measures are in place.

BGC members provide significant financial support to many sports. For instance, the English Football League and its clubs receive £40 million ($51 million) from Sky Bet, and the Scottish Professional Football League is sponsored by William Hill. Additionally, horseracing receives £350 million, while snooker, darts, and rugby league receive over £12.5m in sponsorships.

This initiative follows the BGC’s recent criticism of the Gambling Survey for Great Britain (GSGB) methodology, suggesting that it might overstate gambling participation and related harms. The BGC has emphasized the need for accurate data in assessing gambling behaviours and supporting research, prevention, and treatment initiatives. Over the last four years, BGC members have donated £172.5 million to address gambling-related harm, demonstrating their commitment to social responsibility.