Rugby Football League reveals new gambling sponsorship code
The RFL joins several other British sports body in publishing its new code, the Gambling Code of Conduct for Sport Sponsorship, which sets out new standards for gambling partnerships across four core areas for the Rugby Football League.
GB industry association the Betting and Gaming Council is leading the initiative, which was welcomed by the government in the Gambling Act white paper.
The RFL’s commitment to raising gambling sponsorship standards
The RFL’s key areas of focus include protection, social responsibility, reinvestment and integrity and raising standards for the sport’s sponsorship deals.
The RFL will focus heavily on protecting children and young people. The code states sponsorship must be designed to limit its reach and promotion to those under 18 and people at risk of gambling harm.
In terms of social responsibility, the RFL said gambling sponsorship must be promoted and delivered in a socially responsible way. This includes ensuring education and awareness messages are provided across all marketing activities.
The RFL is also committing to reinvestment into sport. This will see commercial income from gambling sponsorship reinvested back into infrastructure and programmes that serve fans and communities.
Finally, the code emphasises the importance of gambling sponsorship not compromising the integrity of sporting competitions. In addition, such deals and partnerships must not harm the welfare of participants who take part in them events.
This currently only applies to Betfred. The operator is the title partner for the Men’s and Women’s Super League, Wheelchair Super League, Championship, League One, Challenge Cup and England team. There are no other gambling sponsors within rugby league.
RFL – commitment to raising standards
In publishing the code, the RFL said it will work with the department for culture, media and sport (DCMS) to monitor the impact and level of compliance with new measures.
RFL director of operations and legal Robert Hicks said the code is positive for rugby, the gambling industry and fans. The RFL renewed its long-running partnership with Betfred last October, pushing the relationship into a tenth season.
“Rugby league and our long-standing partner Betfred have worked closely for a number of years to ensure that any sponsorship funds are reinvested back into the sport at all levels,” Hicks said. “This was evidenced further when Betfred supported the purchase of a bespoke wheelchair rugby league pitch.
“We both remain committed to maintaining sporting integrity and safer gambling and this code reflects that commitment to continue raising standards.”
Wider commitment in British sport
Last month, football’s Premier League, English Football League, the FA and Women’s Super League all agreed to adopt a new code of conduct. Like the RFL, each will focus on protection, social responsibility and reinvestment and integrity.
However visibility for gambling brands will be curtailed in the coming years. Premier League clubs have already agreed to withdraw gambling sponsorship from the front of matchday shirts from the end 2025-26
The British Horseracing Authority has also adopted a new code and will work with the DCMS to monitor compliance. Bodies across darts, snooker and boxing are also developing similar frameworks.