In a landmark move, the Premier League, Football Association (FA), English Football League (EFL), and Women’s Super League (WSL) have jointly agreed upon a new code of conduct aimed at regulating and limiting relationships with gambling companies within English football.
The decision comes in response to mounting concerns over the prevalence of gambling sponsorships within the sport and the potential impact it has on fans, particularly young and vulnerable groups. Research has shown that gambling advertising and sponsorship in football can normalise betting among supporters, leading to an increase in problem gambling.
Under the new code of conduct, clubs in the Premier League, FA, EFL, and WSL will be required to adhere to a set of guidelines when entering into partnerships with gambling companies. This includes restrictions on the visibility of gambling logos on official merchandise, as well as a ban on advertising gambling firms on youth team kits.
Furthermore, the code stipulates that clubs must not promote gambling in any way that could be deemed irresponsible or harmful. This includes refraining from using players or other individuals associated with the club in gambling advertisements, as well as ensuring that any promotional materials are not targeted at minors.
The agreement represents a significant step towards promoting responsible gambling practices within English football and protecting supporters from the risks associated with excessive betting. It also reflects a growing awareness within the sport of the need to address the social implications of its relationships with the gambling industry.
In response to the announcement, a spokesperson for the Premier League stated, “We recognize the importance of responsible gambling practices and are committed to working with our partners to ensure that the integrity of the sport is maintained. This code of conduct will help to protect our fans and promote a safe and healthy environment for all participants in football.”
The move has been praised by gambling watchdogs and anti-addiction groups, who have long called for tighter regulation of betting sponsorships in sport. They hope that the code of conduct will set a precedent for other leagues and sports to follow, ultimately leading to a more responsible and ethical approach to gambling within the industry.
Overall, the agreement between the Premier League, FA, EFL, and WSL represents a positive step towards addressing the issue of gambling sponsorships in football and promoting a safer environment for fans. It is hoped that the code of conduct will serve as a model for other sports leagues to adopt, leading to a more responsible and sustainable approach to sponsorship within the industry.
