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Advertising and sponsorship in sport

When agreeing commercial deals with sports clubs, we expect you to ensure that all parties are aware of, and compliant with, the relevant advertising and sponsorship rules and regulations.

These rules and regulations include:

  • provisions contained within LCCP
  • the UK Advertising Codes
  • the Gambling Industry Code for Socially Responsible Advertising
  • sport governing body rules.

In particular, the following codes should be adhered to

The UK Advertising Codes contain strict rules on the content, targeting and placement of gambling adverts. For example, licensees should ensure that their brand is not being promoted via the junior sections of clubs’ websites.

The Gambling Industry Code for Socially Responsible Advertising requires that licensees do not allow their logos or other promotional material to appear on any commercial merchandising, (for example replica shirts), which is designed for use by children.

The European Sponsorship Association and the Football Association require that in the case of teams comprising players all under the age of 18, that gambling logos do not appear on any item of kit or clothing.

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