bscnews304   Album Posted Aug.13th, 2024, viewed 51 times

UK Betting and Gaming Commission unveils new code of conduct to sponsor sports

The Betting and Gaming Commission (BGC) recently heralded the introduction of a new code of conduct for gambling-related contracts across well-known sports organizations, marking a significant advance in the standards of sponsoring sports in the UK. The initiative has seen the joint efforts of national sports giants such as the Premier League, the English Football League, The FA, the Women's Super League, and the Rugby Football League, along with authorities governing darts, snookers, and boxing.

Implementation of a new Code of Conduct:

Developed by the BGC, this new voluntary code represents a joint effort to strengthen the integrity and social responsibility of gambling sponsorship. Each sports organization tailors a specific code to their requirements: protecting vulnerable groups, strengthening social responsibility, reinvesting funds in sports, and preserving sports integrity.

Key aspects of these codes include:

– Youth Protection: Gambling sponsorship should now be designed to minimize the impact on people under 18 and those at risk.

– Promotion of social responsibility: all sponsorship activities should contain an educational message about responsible gambling.


– Sports Reinvestment: Sponsors are reinvested in sports infrastructure and community engagement.

– Maintaining Integrity: Sponsorship should not compromise the fair play of the sport or the welfare of its participants.

Along with the British Racetrack Authority, several major football organizations such as the EFL, Premier League, the FA, and Women's Super League have committed to implementing this code of conduct for the upcoming season. The guidelines are set up to restructure the landscape of sports sponsorship by limiting the scope of betting sponsorship for vulnerable demographics and implementing measures to ensure that professional athletes have support services available to them.

Sports clubs are now obliged to ensure that a significant portion of gambling sponsorship revenue is used to promote safer gambling. This includes advertising through game-day programs and stadium boards.

Leadership and commitment:

Michael Duger, president of the BGC, expressed his enthusiasm for these groundbreaking codes in the BGC's press release: "I welcome the announcement of these groundbreaking codes that have been led by the BGC, which sets a new standard for sports. These new measures are good for sports, good for BGC members, and good for fans."

Duger highlighted two benefits of these codes in support of popular sports while strengthening the principles of protection, social responsibility, and integrity. "This code is going to be a huge advance and something we've been working on for years long before the white paper," Duger added, highlighting BGC's longstanding commitment to raising industry standards. This includes important initiatives such as removing the logo of betting operators from children's sportswear and implementing a ban on whistle-to-whistle advertising that dramatically reduced betting ads' exposure 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 critical to the sustainability and growth of sports. 바카라사이트