The Rugby Football League has published a code of conduct on gambling sponsorship.
RFL has joined several British sport bodies in publishing the Gambling code of conduct for Sport Sponsorship. This new code sets new standards for betting partnerships for Rugby Football League across four key areas.
The initiative is led by Betting and Gaming Council, a GB-based industry association. This was praised in the Gambling Act White paper.
RFL’s main areas of emphasis include social responsibility, integrity, and reinvestment.
RFL is committed to protecting young children. According to the code, sponsorships must limit their reach to people under 18, and those at risk of harm from gambling.
RFL stated that gambling sponsorship should be delivered and promoted in a responsible manner. It is important to ensure that all marketing materials include education and awareness messages.
RFL also commits to reinvesting in sport. The commercial sponsorship income will be reinvested into programmes and infrastructure that benefit fans and communities.
The code stresses the need for gambling sponsorships to not compromise the integrity of sports competitions. Moreover, these deals and partnership must not be detrimental to the wellbeing of those who participate in such events.
This only applies at the moment to Betfred. This operator has been named as the official partner of the Super League Men’s and women’s, Wheelchair Super League Championship, League One and Challenge Cup, and the England team. Rugby league has no gambling sponsors.
RFL is committed to raising standards
The RFL has said that it will monitor and assess the level of compliance and impact with which the new rules are implemented.
Robert Hicks, RFL Director of Operations and Legal Robert Hicks stated that the code was positive for Rugby, gambling and the fans. Last October, the RFL extended its partnership with Betfred for a 10th year.
Hicks stated that “Rugby League and our longstanding partner Betfred worked together for many years to make sure any sponsorship money is reinvested into the sport on all levels.” This was further demonstrated when Betfred sponsored the purchase of an adapted wheelchair rugby league pitch.
This code is a reflection of our commitment to raising the standards.
British Sport: A wider commitment
The Premier League of football, English Football League and Women’s Super League have all adopted a code of conduct. Each will be focused on protecting, social responsibility, reinvestment, and integrity, just like the RFL.
Visibility for gambling brands is expected to be reduced in future years. Premier League clubs already have agreed to remove gambling sponsors from matchday shirts by the end of 2025-2026
British Horseracing Authority also has adopted a code, and it will be working with DCMS in order to ensure compliance. Darts, boxing and snooker are all developing frameworks that follow the same principles.
