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National Strategy to Reduce Gambling Harms

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


May 2022

Industry continues to liaise with sporting bodies on raising standards around sports sponsorship. We expect issues to be addressed in the imminent Gambling Act Review white paper and the industry will take forward these recommendations in due course.

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.
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