Rugby League introduces new gambling sponsorship code
Date: 2024-08-12 Author: Robert Beloved Categories: SPORTS BETTING
The Rugby Football League (RFL) has become the latest major UK sporting body to introduce a new code of conduct for gambling sponsors. The move supports the Betting and Gaming Council’s initiative, which was endorsed by the Government in the Gambling Act White Paper.
Key areas of the new RFL code
The code, called the ‘Sport Sponsorship Code of Conduct’, covers four key areas: protection, social responsibility, reinvestment and maintaining the integrity of sporting events.
The first area the RFL is focusing on is the protection of children and young people. The code makes it clear that sponsorship agreements must minimise access to and exposure to gambling advertising by those under 18, and those at risk of addiction.
Social responsibility is another important aspect of the new code. The RFL stresses that sponsorship deals must be promoted responsibly, with mandatory educational and informational messages aimed at raising awareness of the risks of gambling.
The code also includes mandatory reinvestment of sponsorship revenues back into the sport. Funds raised from sponsors will be used to develop infrastructure and programmes that support fans and local communities.
Last but not least is ensuring the integrity of sporting events. Sponsorship deals must not be at the expense of the integrity of the competition or the welfare of participants.
The Betfred partnership and its future
The code currently applies exclusively to Betfred, which is the RFL’s title partner. Betfred supports both the men’s and women’s Super Leagues, as well as other rugby competitions. There are currently no other sponsors in the rugby gambling sector.
The RFL has also committed to working with the Department for Culture, Media and Sport (DCMS) to monitor the implementation of the new code. RFL Director of Operations and Legal Robert Hicks said the code would benefit both rugby and the gambling industry, as well as fans. The RFL last year extended its partnership with Betfred, which has now entered its 10th season.
Impact on other UK sports
It is worth noting that similar codes have been adopted by other UK sports bodies in recent months, including the Football Association and the Jockey Club, all aimed at limiting the visibility of gambling brands and raising standards in sponsorship.
Future plans include a ban on gambling advertising on the front of Premier League shirts from the 2025-26 season, demonstrating that sports bodies are serious about tackling gambling-related risks.
