UK sporting organisations, particularly the Premier League and the British Horseracing Authority, have implemented new guidelines to safeguard minors and vulnerable players. This Code addresses several important social aspects of gambling and betting, with specific provisions related to sponsorship.
The regulations will take effect at the end of 2024 and will focus on protecting individuals who struggle with gambling problems. For instance, the new guidelines advise that sponsorship agreements be structured to avoid negatively impacting minors.
Additionally, it has been introduced that revenues from gambling sponsorships should be reinvested into initiatives and infrastructure aimed at preventing gambling addiction and supporting socially responsible fans.
In addition, “sponsorship deals must not jeopardise the integrity of the football competition or harm the welfare of those involved.”
The British Horseracing Authority said it would work with the Department for Culture, Media and Sport to monitor compliance with the new code. “By publishing the code, we are asking racecourses and racing participants to commit to following the four general principles of the wider sports sponsorship and gaming code when entering into sponsorship agreements with bookmakers,” the authority said in a statement.
12 months after the new rules come into force, officials will conduct an analysis and resolve possible difficulties associated with the implementation of the project.
