The main gambling and gaming industry body of the UK, the Betting and Gaming Council (BGC) in agreement with major national sports bodies has introduced new Codes of Conduct for Gambling Related Agreements in the UK. The main aim of these codes is to take sports sponsorship deals to the next level and ensure complete safety for participants and the entire community.
New Codes of Conduct in Collaboration with Prominent Sports Bodies
The new codes of conduct for sports sponsorships have been released by the BGC in collaboration with sports bodies like the Premier League, the Women’s Super League, the English Football League, The FA, the British Horseracing Authority, and the Rugby Football League, as well as bodies managing games like snooker, darts, and boxing. They have decided to follow these rules in the approaching seasons. The major principles that each sport will uphold by implementing the codes include social responsibility, safety and protection, reinvestment, and integrity.
This novel initiative guarantees the protection of children by restricting exposure and access to gambling activities. This code also extends to people who are at risk of other dangers associated with gambling. The next code included in this framework is the responsibility for gambling sponsorship activities in sports to convey to people the necessity of adhering to rules and ensuring healthy gambling.
Then, comes the key aspect of investing the amount that authorities receive through sports sponsorships into building sports infrastructure and schemes and plans related to sports enthusiasts and communities. Last, but not least, is ensuring the integrity of sports events and not compromising on the participants’ needs.
These new codes seem to bring significant improvement in gambling-related agreements in sports events, ensuring the safety and integrity of participants and promoting responsible gambling.
Michael Dugher, the Chair of the Betting and Gaming Council (BCG) is very positive about the introduction of specific codes in various sports sponsorships. He defined the framework as “landmark codes” that will raise the standards of sports and the entire community. He added that the “BGC members are proud to support some of the most popular sports up and down the country”. This support is expressed through the implementation of the new codes.
Dugher also goes on to say that they have been working on bringing in such codes for years and this work signifies their dedication to taking betting sponsorship agreements to the next level. He highlights some of the core initiatives like the elimination of the betting operator’s logo from children’s sportswear and football kits. A whistle-to-whistle ban is also introduced which removes betting advertisements in between live sports events thereby limiting exposure to those under 18 years.
Then, Dugher throws light on some of the initiatives that the BGC members have taken and done successfully including a donation of £172 million for fighting gambling-related harms between the years 2019 and 2024.
The commitment and dedication of the BGC members is not just the introduction of new codes of conduct. Giant betting and gaming companies like SkyBet sponsored the English Football League and the clubs were given a huge amount of £40 million. Another leading gambling company William Hill sponsors Scotland’s football league. Other giants also support various events including horse racing.
New Codes: New Grounds for Sports
Michael Dugher, by pointing to all the work the BGC members have done including the UK’s new codes of conduct for sports sponsorships, states that they are in all ways raising standards in the industry. They are working at the grassroots level to ensure the growth of sports. So, with the new framework, UK sports enthusiasts can expect a major transformation in the landscape of sports sponsorship.
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