In a significant move for English football, the Premier League, English Football League (EFL), the FA, and the Women’s Super League have officially agreed to implement a new code governing gambling sponsorships. The initiative is a direct response to the guidelines set forth in the Government’s recent April Gambling White Paper.
This development marks a crucial step in regulating gambling affiliations and sponsorships within the sport. The adoption of the new code aims to address growing concerns over the influence of gambling promotions on fans and players alike.
Stay tuned for further updates as the implementation process progresses, ensuring a safer and more responsible gambling environment in English football.
The codes will be implemented at the start of 2024-25 and will emphasize protection, social responsibility, reinvestment, and integrity. The primary goal is to ensure that sponsorships are executed in a socially responsible manner, restricting their exposure to children and vulnerable groups.
Guidelines for socially responsible gambling sponsorship in football
Under the ‘protection’ guideline, sponsorship deals must avoid promoting to vulnerable groups such as minors. Social responsibility requires gambling sponsorship to be promoted in a socially responsible way. The income raised must be reinvested back into football infrastructure and programs. Deals must also not compromise the integrity of football competitions.
Key points of socially responsible sponsorship
- Avoid promoting to minors and vulnerable groups;
- Ensure social responsibility in promotions;
- Reinvest income into football infrastructure;
- Maintain the integrity of football competitions;
Impact of sponsorship revenue
| Revenue Source | Amount (USD) | Reinvestment Area |
|---|---|---|
| Gambling Sponsorship | 5,000,000 | Youth Programs |
| Corporate Sponsorship | 10,000,000 | Stadium Upgrades |
Ensuring these guidelines are followed will promote the growth and integrity of football while safeguarding vulnerable groups.
Premier league clubs to end gambling sponsorship on matchday shirts by 2026
Premier League clubs have announced a landmark decision to remove gambling sponsorship from the front of matchday shirts by the conclusion of the 2025-26 season. This significant move reflects a commitment to social responsibility and the evolving landscape of sports sponsorship.
Collaboration with bha and dcms
The British Horseracing Authority (BHA) will collaborate with the Department for Digital, Culture, Media and Sport (DCMS) to ensure compliance with the new code. Stringent monitoring will be in place to uphold this commitment effectively.
Annual review for continuous improvement
To maintain the efficacy of this initiative, an annual review will be conducted after 12 months. This review aims to identify and address any arising issues, ensuring ongoing alignment with the intended goals.
