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BGC WELCOME SPORTS BODIES’ LANDMARK NEW SPONSORSHIP CODES OF CONDUCT
The Betting and Gaming Council has welcomed new Codes of Conduct for Gambling Related Agreements across a number of major sporting bodies, significantly raising standards for sports sponsorship deals.
Working alongside globally recognised national sports bodies including the Premier League, English Football League, The FA, Women’s Super League, Rugby Football League, British Horseracing Authority plus official bodies representing darts, snooker and boxing, the BGC has developed a cross industry voluntary code of conduct for betting sponsorship deals, with each body producing a specific code for their own sport.
This new framework, created by the BGC to drive up standards, sets new standards on safer gambling sponsorship across four key principles of protection, social responsibility, reinvestment and integrity:
- Protection of children and young people – gambling sponsorship must be specifically designed to limit its reach and promotion to those under the age of 18 and those at risk of gambling related harm.
- Social responsibility – gambling sponsorship must be promoted and delivered in a socially responsible way. This includes ensuring that education and awareness messages are provided as part of all marketing activities.
- Reinvestment into sport – the commercial income raised from gambling sponsorship must be reinvested back into infrastructure and programmes that serve fans and communities. This includes investment in improving infrastructure and providing community and grassroots participation opportunities for local communities.
- Maintaining sporting integrity – gambling sponsorship must not compromise the integrity of sporting competitions nor harm the welfare of those participants who take part in them.
The EFL, Premier League, The FA and Women’s Super League have already announced that that they have formally agreed to adopt the new Code of Conduct for Gambling Related Agreements in football ahead of the new season, as has the British Horseracing Authority. We expect further sporting bodies to publish shortly.
This code has huge practical implications for sports sponsorship. For football, that includes ensuring the design of betting sponsorship limits reach to children and those at risk of harm, ensuring professional footballers are aware of available support services and making sure club social media accounts do not include links to betting operator websites.
Clubs will now also ensure that a reasonable and proportionate portion of gambling sponsorship assets promote safer gambling messaging, which may include perimeter boards and match day programmes.
For horseracing, the new code will ensure that betting promotions are not directly targeted at U18, and that appropriate age awareness arrangements are applied on course.
BGC members are committed to ensuring sports betting – and sponsorship – are carried out in a socially responsible way and have been working hard to deliver these new standards.
Michael Dugher, BGC Chair said: “I welcome the publication of these landmark codes that BGC has led on, which sets new standards for sports. These new measures are good for sport, good for BGC members and good for fans.
“BGC members are proud to support some of the most popular sports up and down the country, and that support goes hand in hand with these principles.
“That includes protecting the young, being socially responsible, delivering investment in communities, particularly working class communities which share such close ties to these sports, and maintaining the sporting integrity which makes British clubs the best in the world.
“These codes will a be a big step forward and is something we have been working on for many years, long before the white paper. Our work in this area is another demonstration of our commitment to ensure that any betting sponsorship agreement must be undertaken in a responsible way.
“It is the latest in a long list of measures the BGC has launched to raise standards, including betting operators’ logos being removed from children’s clothing – including replica football kits – and the whistle to whistle ban which has reduced the number of TV betting commercials viewed by children during live sports before the watershed by 97 per cent.
“BGC members are committed to safer gambling and signposting available support regularly and prominently, while our largest members helped deliver a record donation of £172m to tackle gambling harm between 2019 and 2024.
“When we say we are raising standards, we mean business, and this is further concrete evidence of that determination.”
BGC Members provide some of the country’s most popular sport with vital funding, from the grassroots to the elite level.
The Sky Bet sponsored English Football League and its clubs receive £40m, William Hill sponsors the Scottish Professional Football League, while a host of other BGC members from Betway to Kindred are supporting football and other sports.
Meanwhile, horseracing receives £350m, and snooker, darts and rugby league – which is currently sponsored by Betfred – receive more than £12.5m.
Meanwhile, BGC member Entain’s Pitching In sponsors the Trident League – 250 clubs at steps three and four of the English football pyramid – a huge boost to grassroots football. And Flutter has invested millions into a huge range of community sports through its Cash4Clubs scheme.
The regulated betting and gaming industry in the UK supports 110,000 jobs, generates £4.2bn in tax and contributes £7.1bn to the economy.
Each month in Britain around 22.5m adults have a bet and the most recent NHS Health Survey for England estimated that 0.4 per cent of the adult population are problem gamblers.
The post BGC WELCOME SPORTS BODIES’ LANDMARK NEW SPONSORSHIP CODES OF CONDUCT appeared first on European Gaming Industry News.
Leading Sports and Casino operator selects Flows to accelerate innovation and streamline operations
Flows, the leading automation platform, welcomes NetBet as its latest customer. By integrating Flows’ no-code automation solution, NetBet aims to streamline operations, boost player engagement, and strengthen their market position. NetBet, with a strong presence in regulated markets, offers extensive online sports and casino products. Renowned for its dedication to quality and entertainment, NetBet serves a global audience, consistently delivering exceptional gaming experiences.
Flows exists to make businesses more proactive, productive and profitable by giving them the power of digital automation and the freedom to create without code. By eliminating technical barriers and helping businesses to innovate without constraint, Flows accelerates their growth and enables them to realise their true potential quicker. The platform will provide NetBet with a solution that eliminates development barriers and reduces resource demands allowing them to build new products and features from gamification through to player protection. By implementing this technology, NetBet can efficiently deploy custom promotions, organise tournaments, and handle compliance requirements seamlessly, all in real time. This integration will also enable NetBet to improve operations and rapidly deliver engaging new features to its players.
James King, CEO at Flows, said: “It’s fantastic to see a leading operator like NetBet truly recognise the value add that Flows can bring to the table. From the very start, our mission has always been to simplify and accelerate the delivery of innovation throughout the digital landscape and it’s wonderful to see more and more companies adopting Flows into their tech stacks to do just that.”
Anna Olrik Wallenstein, Head of Operations at NetBet, said: “Partnering with Flows is a key step forward, enhancing our efficiency and allowing us to deliver tailored player experiences faster. This collaboration underscores our commitment to staying a top choice in the online sports and casino markets.“
The post NetBet signs with Flows to boost its Global operations appeared first on European Gaming Industry News.
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The post Be victorious with VinciSpin, a brand-new online casino launched by Betmen Affiliates appeared first on European Gaming Industry News.
Imagine Live the live casino provider launches with Serbian brand King.rs
Imagine Live is thrilled to announce its innovative entry into the Serbia market, made possible through a strategic partnership with the operator King.rs.
The collaboration is aimed at delivering King.rs players a premium gaming experience. Two Blackjack and one Roulette table will be equipped with the latest technology, allowing seamless gameplay and interactive features catering to Serbian players’ localised preferences.
Hakob Manukyan, CEO of Imagine Live Armenia, commented: “King.rs is an established brand throughout Serbia focused on delivering exceptional products and gaming experiences by putting the player at the centre of their brand story. Imagine Live is equally committed to providing premium and customised live dealer solutions with bespoke tables and studios for our operator partners to ensure a complete brand experience that players enjoy and return, which drives deeper engagement and revenue opportunities. We look forward to supporting and growing the live dealer experience with King.rs over the coming months.”
Dragan Djordjevic, COO King, said, “Working with Imagine Live has been an absolute thrill. Their unique mix of live performances, tech, and real-time interactivity is a game-changer in entertainment. It’s exactly the kind of creative energy we love at King.rs, where we’re all about reimagining live gaming. This partnership feels like a natural fit—two teams, both passionate about pushing boundaries and creating something fresh. I can’t wait to see what we come up with together and how we’ll keep surprising and exciting players around the world”.
The post Imagine Live Partners with King.rs appeared first on European Gaming Industry News.
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