UK LEGAL COMMENT W
hen announcing its review of the UK’s Gambling Act 2005 in December 2020, the Government referenced “growing public concern about the relationship between sport and gambling”. This became one of the key
areas for consideration in its call for evidence, although it sought evidence on both “the positive and negative outcomes of this relationship”. The Gambling Commission said in its advice to Government for the review that it “recognise[s] public concern about the prevalence of gambling advertising and sponsorships – particularly when associated with high-profile professional sports – and its potential impact on children and vulnerable people. Without further action, it risks undermining trust and confidence in the licensing objectives and the regulatory regime.” The writing was already on the wall for one of the most visible
connections between sport and gambling: front of shirt sponsorship in football’s Premier League. In the run up to the publication of the Government’s White Paper in April 2023, the Premier League clubs reached a voluntary agreement with the Government to end front of shirt sponsorship by gambling companies, from the end of the 2025/26 football season. Whilst the Government legislating in this area would have taken time, the voluntary timing put forward gives clubs additional time to let existing sponsorship agreements run their course and even, as we have seen in recent weeks, enter a new deal running for up to three years. The impact of football sponsorship on children was a key factor
leading to this development, with the Government commenting in the White Paper that “We recognise that as the pinnacle of our national sport, the English Premier League has an especially high profile and high following of children. The Premier League has announced that it will remove gambling sponsors from the fronts of players’ shirts, aimed at reducing children’s exposure to gambling brands in a way which might appeal to them, in line with new advertising rules.”
What does the future hold?
Northridge Law’s Melanie Ellis examines the close relationship between sport and gambling.
Notwithstanding this agreement, the close relationship between
sport and gambling is certain to continue. Gambling operators will no doubt continue to provide much needed funding to football clubs, including by continuing as front of shirt sponsors in lower leagues. SkyBet has just announced the renewal of its sponsorship of the English Football League and gambling logos will no doubt shift to shirt sleeves and other locations in the Premier League. Other sports will no doubt be the beneficiaries of any diversification away from football sponsorship. In addition to the shirt sponsorship agreement, a further voluntary
arrangement between sports governing bodies is anticipated, to create a cross-sport Code of Conduct. All sports governing bodies are expected to work together to determine what measures “are appropriate to protect their fans”. The Government wants this to be common to “all sports”, although horse racing and greyhound racing are expected to implement separate measures, due to their inherent reliance on betting. A further exception on the operator side will be the National Lottery, which is also inherently linked with sport through the provision of significant funding.
24 JULY 2023
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