The English Premier League (EPL) and various UK sports bodies have recently announced the adoption of a new code of conduct focused on gambling sponsorships. The code, known as the Code of Conduct for Gambling Related Agreements in Football, has been endorsed by organizations such as the British Horseracing Association (BHA) and aims to promote socially responsible practices within the sports industry.
The Code of Conduct consists of four key principles centered around gambling sponsorships. The first principle emphasizes the protection of children and vulnerable individuals by restricting the reach and impact of gambling branding and marketing. The remaining principles focus on social responsibility, reinvestment, and integrity. It is expected that soccer franchises, sports entities, and gambling firms will adhere to these principles starting from the 2024-25 soccer season in August.
According to a news release from the EPL, soccer authorities and national sports bodies have agreed to implement the code in alignment with the UK government’s April gambling white paper. Each sport will develop its own specific code based on the overarching principles outlined in the document. In addition to safeguarding minors and at-risk gamblers, the code also emphasizes the importance of promoting gambling education and awareness, reinvesting commercial revenues into community programs, and ensuring that gambling sponsorships do not compromise the integrity of football competitions.
The BHA will collaborate with the UK’s Department for Culture, Media, and Sport (DCMS) to oversee compliance with the code and assess its impact on the sports industry. A review of the code will be conducted after 12 months to address any challenges encountered during its implementation.
The decision to adopt the new code of conduct reflects the recommendations outlined in the Gambling Act 2005 review. EPL teams took a proactive approach by voluntarily agreeing to phase out front-of-shirt gambling sponsorships by the end of the 2025-26 season, making them the first major sports league in the UK to do so collectively. Despite this initiative, some EPL teams, such as AFC Bournemouth, have continued to sign sports betting partnerships, drawing criticism from anti-gambling advocates who view these actions as driven by greed.
Overall, the adoption of the Code of Conduct for Gambling Related Agreements in Football represents a significant step towards promoting responsible gambling practices within the sports industry. By prioritizing the well-being of vulnerable individuals, reinvesting revenues into community initiatives, and upholding the integrity of sporting competitions, the code aims to create a safer and more ethical environment for all stakeholders involved.