UK — The Rugby Football League (RFL) has released new gambling sponsorship conduct guidelines. Earlier, similar guidelines were also issued by football organizations and the British Horse Racing Association.
The RFL's guidelines are broadly similar, setting standards in four core areas for gambling partnerships: protection, social responsibility, reinvestment, and integrity. The primary focus is on protecting children and young people.
Gambling sponsorships must limit their coverage and promotion among people under 18 and those at risk of gambling harm and must be promoted and delivered in a socially responsible manner, including providing educational and promotional information in all marketing activities.
Additionally, commercial revenue from gambling sponsorships must be reinvested into infrastructure and projects that serve fans and the community. Deals and partnerships must also not compromise participant welfare.
The only operator currently involved in this sport is Betfred, which is the title sponsor for the men’s and women’s Super Leagues, Wheelchair Super League, Championship, League One, the Challenge Cup, and the England squad.
RFL Operations and Legal Director Robert Hicks stated, "The Rugby Football League and our long-term partner Betfred have worked closely for many years to ensure that all sponsorship funds are reinvested into sport at all levels. Betfred's support in purchasing bespoke Wheelchair Rugby League pitches further demonstrates this."
"We are both committed to maintaining the sport's integrity and safer gambling, and this guideline reflects our ongoing commitment to raising standards," he added.
The Betting and Gaming Council (BGC) noted that the new gambling-related agreement conduct guidelines have "significant practical significance." This lobbying group participated in the drafting of the voluntary agreement.
BGC Chairman Michael Dugher stated, "I welcome these landmark regulations led by the BGC, setting new standards for the sports community. These new measures are beneficial for the sports community, BGC members, and fans."
"Members of The Football Association are proud to support the nation’s most popular sports, and this support is inseparable from these principles. This includes protecting young people, taking on social responsibilities, investing in the community, particularly in working-class communities closely related to these sports, and maintaining sports integrity, making British clubs some of the world's best," he concluded.
