How the UK’s code of conduct for gambling related agreements in football impacts clubs and sponsors

Before clubs are able to collaborate with these gambling brands there are a lot of factors to consider. These range from ethical and reputational implications to regulatory compliance and the potential repercussions from supporters and other stakeholders. The decisions made in forming these relationships can transcend football unlike any other.  This has prompted the Government to weigh in, and in April 2023, it commented:

“We expect all sports to take a responsible approach to gambling sponsorship and support the sector’s efforts to implement minimum standards for social responsibility through a cross-sport Code of Conduct. For individual sports we believe sports’ governing bodies are best placed to decide what approach and measures are appropriate to protect their fans.”^[1]

In response, the Code of Conduct for Gambling Related Agreements in Football^[2] (the Code) has been collectively drafted by the Premier League, The English Football League, the Women's Super League and The FA. The Code is set to apply across all professional football sanctioned in England.

This article explains:

• When does the Code apply and what does it change?
• What are the broader compliance requirements when engaging with gambling companies?
• What broader considerations should clubs take into account before entering into a Gambling Related Agreement?
• Practical tips for clubs and gambling brands