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National Strategy to Reduce Gambling Harms

Stakeholder working group set up to develop sports sponsorship code of conduct (BGC)

Updates

April 2021

A number of meetings of the sports sponsorship working group have taken place. The group continues to work towards a sports sponsorship code.

In the interim, this working group agreed a code of conduct for partnered posts on football clubs’ social media accounts which was implemented on 1st March.

November 2020

The Betting and Gaming Council are leading the development of a Sports Sponsorship Code of Conduct. A workgroup has been set up, the scope of work has been defined, and a first draft of the code has been produced for internal discussion. Meetings have been held with a range of stakeholders including sporting bodies.

The group is looking at a range of areas including:

  • audience demographics
  • hospitality agreements
  • educational tools
  • memorandums of understanding between companies and the rights holder
  • standards at events.

Code on Sponsorship scoping document (opens in new tab)

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