A joint statement has been issued by the EFL, Premier League, FA, and Women’s Super League, unveiling a groundbreaking Code of Conduct for Gambling-Related Agreements in Football. This comprehensive code, set to be implemented for the upcoming 2024/25 season, addresses four key areas: protection, social responsibility, reinvestment, and integrity.

EFL, Premier League, FA, and Women’s Super League Joint Statement: New Code of Conduct for Gambling-Related Agreements in Football

Protection: Safeguarding Vulnerable Groups

The protection component of the new code focuses on limiting the reach of gambling sponsorships to children and other vulnerable individuals. This initiative aims to create a safer environment by ensuring that gambling promotions are not targeted at these groups, thereby reducing the potential for gambling-related harm. Measures include stricter advertising guidelines and closer scrutiny of sponsorship content.

Ensuring Child Safety

One of the primary objectives is to protect children from being exposed to gambling-related advertisements. This will be achieved by restricting gambling ads during broadcasts of matches likely to attract a young audience and ensuring that such content does not appear in areas frequented by children, such as family sections in stadiums and children’s sections on club websites.

Supporting Vulnerable Individuals

For other vulnerable groups, the code mandates that clubs and sponsors develop specific strategies to minimize exposure and provide support. This includes offering resources and information on responsible gambling practices and ensuring that help is available for those who may be affected.

Social Responsibility: Promoting Ethical Sponsorship

The social responsibility aspect of the code emphasizes the need for gambling sponsorships to be promoted and delivered ethically. This involves adhering to advertising standards that prevent misleading promotions and ensuring that all marketing activities are conducted with a strong sense of social responsibility.

Transparent Advertising Practices

Clubs and sponsors must ensure that all gambling advertisements are clear, truthful, and not misleading. This includes providing clear information on the risks associated with gambling and ensuring that promotional materials do not exploit vulnerable individuals.

Responsible Gambling Messaging

As part of their commitment to social responsibility, sponsors are required to integrate responsible gambling messages within their promotional content. This includes highlighting resources for problem gambling support and promoting self-exclusion programs.

Reinvestment: Benefiting Football Fans and Communities

The reinvestment pillar of the code ensures that income generated from gambling sponsorships is reinvested into initiatives that benefit football fans and communities. This involves funding community projects, supporting grassroots football, and enhancing fan engagement activities.

Community Projects

Funds from gambling sponsorships will be directed towards community projects that promote health, wellbeing, and inclusion. These projects aim to provide tangible benefits to local communities, such as creating sports facilities, supporting youth programs, and offering educational workshops.

Grassroots Football Support

A portion of the sponsorship income will be allocated to grassroots football initiatives. This includes providing equipment, coaching, and facilities to local clubs, thereby nurturing the next generation of football talent and fostering a love for the game at the community level.

Integrity: Preserving the Integrity of Football Competitions

The integrity section of the code is dedicated to ensuring that gambling sponsorships do not compromise the fairness and integrity of football competitions. This includes measures to prevent match-fixing and ensuring that all sponsorship agreements comply with regulatory standards.

Preventing Match-Fixing

Clubs and sponsors must collaborate to implement robust measures against match-fixing. This involves monitoring betting patterns, educating players and staff about the risks of match-fixing, and working closely with regulatory bodies to ensure compliance.

Regulatory Compliance

All sponsorship agreements must adhere to the regulatory standards set by football governing bodies and gambling authorities. This includes ensuring transparency in financial transactions and maintaining open communication with regulators to address any concerns promptly.

Industry-Wide Adoption

While the new code is specific to football, similar principle-based approaches are being developed by other sports to address gambling-related sponsorships. This reflects a broader commitment across the sports industry to promote responsible gambling practices and protect the integrity of competitions.

Cross-Sport Collaboration

The adoption of similar codes in other sports highlights the importance of a unified approach to addressing gambling sponsorships. By working together, sports organizations can share best practices, develop consistent standards, and ensure that all stakeholders are committed to promoting ethical and responsible gambling sponsorships.

Future Developments

As the regulatory landscape evolves, the code will be regularly reviewed and updated to address emerging challenges and ensure that it remains effective in protecting vulnerable groups, promoting social responsibility, and preserving the integrity of football competitions.

Conclusion: The Code of Conduct

The introduction of the Code of Conduct for Gambling-Related Agreements in Football by the EFL, Premier League, FA, and Women’s Super League marks a significant step towards promoting ethical and responsible gambling sponsorships in football. By focusing on protection, social responsibility, reinvestment, and integrity, the code aims to create a safer and more transparent environment for football fans and communities.

FAQs About New Code of Conduct for Gambling-Related Agreements in Football Announced by EFL, Premier League, FA, and Women’s Super League

1. What is the new Code of Conduct for Gambling-Related Agreements in Football?

The new Code of Conduct for Gambling-Related Agreements in Football is a comprehensive set of guidelines focusing on four key areas: protection, social responsibility, reinvestment, and integrity. It aims to ensure that gambling sponsorships are managed ethically and responsibly within football.

2. Who issued the joint statement about the new code of conduct?

The joint statement was issued by the EFL, Premier League, FA, and Women’s Super League.

3. When will the new code of conduct be implemented?

The new code of conduct will be implemented for the upcoming 2024/25 season.

4. What does the protection aspect of the code focus on?

The protection aspect focuses on limiting the reach of gambling sponsorships to children and other vulnerable individuals to reduce the potential for gambling-related harm.

5. How will the code protect children from gambling advertisements?

The code will restrict gambling ads during broadcasts of matches likely to attract a young audience and ensure such content does not appear in areas frequented by children, such as family sections in stadiums and children’s sections on club websites.

6. What measures will be taken to support vulnerable individuals?

Strategies will be developed to minimize exposure and provide support, including offering resources and information on responsible gambling practices and ensuring help is available for those affected.

7. What is meant by social responsibility in the new code?

Social responsibility involves ensuring that gambling sponsorships are promoted and delivered ethically, adhering to advertising standards that prevent misleading promotions, and conducting all marketing activities with a strong sense of social responsibility.

8. How will gambling advertisements be made more transparent?

All gambling advertisements must be clear, truthful, and not misleading, providing clear information on the risks associated with gambling and ensuring that promotional materials do not exploit vulnerable individuals.

9. What role does responsible gambling messaging play in the code?

Sponsors are required to integrate responsible gambling messages within their promotional content, highlighting resources for problem gambling support and promoting self-exclusion programs.

10. How will the income from gambling sponsorships be reinvested?

The income will be reinvested into initiatives that benefit football fans and communities, such as funding community projects, supporting grassroots football, and enhancing fan engagement activities.

11. What types of community projects will be funded by gambling sponsorship income?

Funds will be directed towards community projects that promote health, wellbeing, and inclusion, such as creating sports facilities, supporting youth programs, and offering educational workshops.

12. How will grassroots football benefit from the new code?

A portion of the sponsorship income will be allocated to grassroots football initiatives, providing equipment, coaching, and facilities to local clubs, thereby nurturing the next generation of football talent.

13. What measures will be taken to preserve the integrity of football competitions?

Measures include preventing match-fixing, monitoring betting patterns, educating players and staff about match-fixing risks, and ensuring all sponsorship agreements comply with regulatory standards.

14. How will the code help in preventing match-fixing?

Clubs and sponsors will implement robust measures against match-fixing, including monitoring betting patterns, educating players and staff, and working closely with regulatory bodies to ensure compliance.

15. How will regulatory compliance be ensured?

All sponsorship agreements must adhere to regulatory standards set by football governing bodies and gambling authorities, ensuring transparency in financial transactions and maintaining open communication with regulators.

16. Are other sports adopting similar codes of conduct?

Yes, similar principle-based approaches to voluntary codes of conduct related to gambling sponsorships are being developed by other sports as well.

17. Why is a unified approach important for gambling sponsorships across sports?

A unified approach allows sports organizations to share best practices, develop consistent standards, and ensure that all stakeholders are committed to promoting ethical and responsible gambling sponsorships.

18. Will the code be updated regularly?

Yes, the code will be regularly reviewed and updated to address emerging challenges and ensure its effectiveness in protecting vulnerable groups, promoting social responsibility, and preserving the integrity of football competitions.