English Football Unites On Gambling-related Code Of Conduct
The Premier League, EFL, The FA and Women’s Super League have formally agreed to adopt a new code of conduct for gambling-related sponsorship deals.
The code will apply to all betting partnerships across the English men’s and women’s professional game, covering all clubs and their respective governing bodies.
Taking effect from the start of the 2024/25 season, the ‘voluntary’ code of conduct will follow four general principles regarding gambling sponsorship, namely protection, social responsibility, reinvestment, and integrity.
In a joint statement, the leagues and governing bodies announced the following commitments.
PROTECTION
To protect children and other vulnerable persons, gambling sponsorship must be specifically designed to limit its reach and promotion to those under the age of 18 and those at risk of gambling related harm.
SOCIAL RESPONSIBILITY
Gambling sponsorship must be promoted and delivered in a socially responsible way. This includes ensuring that education and awareness messages are provided as part of all marketing activities.
REINVESTMENT
The commercial income raised from gambling sponsorship must be reinvested back into infrastructure and programmes that serve football fans and communities. This includes investment in staging strong competitions, improving infrastructure such as stadia and training facilities and providing community and grassroots participation opportunities for local communities.
INTEGRITY
Gambling sponsorship must not compromise the integrity of football competitions nor harm the welfare of those participants who take part in them.
Last year, Premier League clubs collectively agreed to withdraw betting sponsorship from the front of clubs’ matchday shirts from the end of the 2025-26 season, becoming the first sports league in the UK to take such a measure voluntarily.
This has subsequently seen a number of club secure sponsorship deals with gambling companies that run up to that deadline, encouraging the introduction of the new code of conduct.
This year, Premier League teams Aston Villa, Crystal Palace, Bournemouth and Wolves have all signed two-year betting partnerships, which will conclude before the new regulations take effect from the 2026/26 season.
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