Leading soccer leagues in England have united to implement new operation standards. This new code is inspired by the British Horseracing Authority’s similar code for sponsorship deals associated with betting-related brands, aiming to set common principles for these arrangements.

The BHA and many other organizations have endorsed these new guidelines, dubbed the Code of Conduct for Gambling-Related Agreements in Football, to encourage socially responsible practices in the sports industry.

Perfect Timing

This new development comes at a time when the connection between gambling and sports in the UK, especially soccer, is facing more and more scrutiny. With new studies and statistics highlighting rising problem gambling rates, there is a growing demand for stricter regulations. Britain’s Gambling Commission recently did research that led to eye-opening findings that problem gambling might be much more prevalent than previously thought. This issue is particularly common among online gamblers.

The research found that 2.5% of adults in the country have faced problem gambling. It might seem minimal, but the figure is eight times higher than some earlier estimates, and the situation is even more alarming for specific types of gambling. For example, 24.5% of people who engaged in online slot games within the past year showed signs of problem gambling. The numbers match an international study published in the Lancet, citing that one in six people worldwide who enjoy physical slots or online casino games suffer from gambling disorders.

These findings come as gambling’s presence in the sports scene, especially soccer, remains prominent. 11 out of 20 English Premier League teams will feature gambling company logos on their shirts for the 2024/25 season, which is more than half of the teams. As expected, the development has sparked criticism, with some accusing clubs of being ‘desperate’ for sponsorship funds.

A Four-Course Code to Fix Problem Gambling

The voluntary agreement by the top England leagues addresses the rising concerns about problem gambling through four main gambling sponsorship principles seeking to minimize harm and reduce children’s exposure to gambling. The code recommends that clubs partner only with companies licensed by the Gambling Commission. Moreover, it bars stadium family sections from displaying gambling ads or promotions. These four fundamental principles are as follows:

• Protection

New regulations require gambling companies to carefully structure their sponsorships to limit their exposure to individuals who haven’t attained the legal age of 18 and those facing the risk of betting-related harm. This code aims to protect children and other vulnerable persons from problem gambling. The Protection Code introduces guidelines for clubs and competitions to reduce the visibility of gambling promotions on match days and in stadiums. Such promotions should now only be run on the respective club’s social media channels and websites.

• Social Responsibility

Secondly, gambling sponsorship is to be done in a socially responsible manner, recommending that education and awareness messages be included in all marketing activities. The Social Responsibility Code intends to implement specific provisions requiring clubs to counsel players on gambling addiction and risks. Teams must also set up channels for stakeholders to voice concerns about gambling-related deals.

• Reinvestment

According to the Reinvestment Code, clubs must reinvest any resources earned from betting sponsorship into programs and infrastructure that serve their fans and communities. The principle recommends investment in better training facilities and stadiums, strong competitions, and grassroots and community activities to encourage local sports participation. The reinvestment principle further recommends the designation of these funds for charities to promote public participation and social development.

• Integrity

Soccer should go beyond just winning; it should be about playing the good sport with integrity and honor. The last code of conduct aims for just that. It recommends that gambling sponsorship does not compromise the transparency of soccer competitions or the well-being of participants.

Competitions and clubs must ensure staff and players are conversant with the FA’s betting rules. These requirements ban direct or indirect betting on football matches on related markets worldwide. Clubs should also provide educational programs, especially for younger players in Club Academies. The integrity of football should be upheld at all levels.

The Move Hasn’t Been Without Criticism

Individuals and organizations from all quarters have welcomed the Responsible Gambling Sponsorship Codes. However, critics believe these steps need to be revised.

Coalition Against Gambling Ads’ Will Prochaska wants laws changed to allow gambling but not promote it. The chair of the Peers for Gambling Reform group and Liberal Democrat peer, Don Foster, supports banning direct marketing and sponsorships in sports, arguing that gambling should be seen as a public health issue, like alcohol and drugs.

That said, we’ve seen progress on this front. Premier League clubs have decided to end gambling shirt sponsorships by the conclusion of the 2025/26 season. Still, the connection between soccer and gambling remains complicated. For instance, the English Football League has a long-term deal with SkyBet as its main sponsor for all three leagues.

Overall, most critics of the Code of Conduct argue that more decisive actions are needed to address gambling-related harm in soccer effectively.

A Notable Step Toward Addressing Gambling Concerns

The Gambling Act 2005 review’s recommendations were considered when implementing the new code of conduct. EPL teams demonstrated initiative by voluntarily deciding to phase out front-of-shirt betting endorsements by the end of the 2025–2026 season. They’ve also made history as the first major league in the United Kingdom to collectively make such an important decision.

However, teams like AFC Bournemouth have drawn criticism from anti-gambling advocates for forming sports betting partnerships despite the joint initiative. The critics believe these moves are motivated by greed, while others see them as pure business moves.

Generally, introducing the Code of Conduct for Gambling-Related Agreements in the UK soccer scene is a major move towards encouraging responsible gambling in sports. By investing money back into community projects, focusing on the welfare of vulnerable folks, and ensuring fair play in competitions, the code aims to make the sports environment more ethical and safer for everyone involved.