ECB's issues new guidelines for gambling sponsorships in cricket
The England and Wales Cricket Board (ECB) has made a major move to control gambling sponsorships in professional cricket. With growing concerns about gambling harm, the ECB’s new policy aims to safeguard players, clubs, and supporters alike. This self-regulation meets the UK government’s expectations and ensures that gambling sponsorships benefit cricket rather than threaten it.
Overview of ECB’s code of conduct
The recently published Code of Conduct embodies the ECB’s mandate to oversee cricket sponsorships ethically. The code recognises the dangers presented by gambling sponsorships and stipulates strong measures to protect against them. It will guide how clubs operate in terms of their sponsorship arrangements and ensure that funds are reinvested into cricket initiatives.
Who must follow these guidelines?
The Code of Conduct applies to all professional cricket clubs in England and Wales. This includes County Cricket Clubs, encompassing both men’s and women’s teams, as well as teams and leagues participating in The Hundred. It also applies to any professional teams playing in events organised by the ECB. From the 2025 season, all clubs will have to adhere to the code, declaring their gambling sponsorships and demonstrating responsible management of funds.
Major pillars of the code
The Code of Conduct is structured around four main principles:
- Reinvestment into sport: The primary objective is to ensure that any financial gains from gambling sponsorships are channelled towards the enhancement of cricket. This involves upgrading stadiums and training facilities, supporting grassroots cricket programmes, and conducting educational workshops on responsible gambling.
- Maintaining cricket integrity: To protect cricket against corruption, all sponsorship deals must adhere to the Gambling Commission’s Licence Conditions and Codes of Practice (LCCP). This prevents match-fixing and betting controversies, maintains the integrity of professional cricket, and enhances policies against gambling-related misconduct.
- Protecting vulnerable audiences: The code clearly bans gambling promotions aimed at children and vulnerable persons. Steps include prohibiting gambling logos on children’s products and kits and limiting gambling advertisements in family areas of stadiums.
- Socially responsible coverage: All gambling sponsorship promotions must include messages regarding the dangers of gambling. Clubs are also encouraged to work with organisations such as GambleAware to promote safer gambling practices.
Audience safeguards and transparency in sponsorships
The Code of Conduct introduces stringent controls to restrict access to gambling-related material by young people and vulnerable groups. These include preventing gambling material from youth areas of club websites, developing gambling-free areas in stadia, and providing adult replica kits without gambling logos.
To maintain compliance, all professional clubs must report annually to the ECB on how they have managed gambling sponsorships. Key requirements include reporting sponsorship information within 14 days of signing, investigating and responding to any public issues about sponsorship activities, and cooperating fully with ECB audits. Non-compliance can lead to public reporting in the ECB’s annual report, which can affect the club’s reputation.
With growing scrutiny over gambling in sports, this Code of Conduct might pave the way for further regulations. Clubs may need to explore alternative sponsorship opportunities to maintain revenue streams while adhering to ethical guidelines.
