Unified football leagues launch new conduct code for gambling sponsorships

Lea Hogg July 24, 2024

The Premier League, English Football League (EFL), Football Association (FA), and Women’s Super League (WSL, pictured above) have unveiled a new code of conduct for gambling sponsorships in football. This code is set to be enforced from the 2024-25 season onwards.

The code is structured around four fundamental principles: protection, social responsibility, reinvestment, and integrity. It aims to regulate gambling sponsorships across professional football, ensuring that these partnerships are conducted responsibly and ethically. One of the key features of the code is the focus on reinvestment. It mandates that the revenue accrued from gambling sponsorships be reinvested into football-related infrastructure and community initiatives. This encompasses enhancements to stadiums and training facilities, as well as funding for grassroots football and local community engagement. The code also stipulates that gambling sponsorships must refine their marketing strategies to prevent exposure to children and individuals susceptible to gambling-related harm. Furthermore, these sponsorships are required to incorporate educational programs and awareness campaigns that advocate for responsible gambling. The code underscores the necessity of preserving the integrity of football competitions. It states that gambling sponsorships should not jeopardize the welfare of the participants involved.

Limiting football gaming sponsorships

In April 2023, Premier League clubs voted in favour of prohibiting gambling companies from sponsoring the front of shirts. This ban will come into effect at the conclusion of the 2025-26 season. Following this vote, a YouGov poll revealed that 77 percent of respondents supported the ban on gambling companies sponsoring the front of shirts, with only 8 percent opposing it. Additionally, 56 percent of respondents were in favour of extending the ban to perimeter advertising, while 42 percent supported the removal of gambling logos from shirt sleeves. This demonstrates a strong public consensus towards limiting the visibility of gambling sponsorships in football.