The Rugby Football League (RFL) has become the latest major English sporting governing body to release a new code of conduct governing gambling sponsorship.
The RFL joins a number of other British sports organisations in unveiling its new code, the Gambling Code of Conduct for Sport Sponsorship, which outlines updated standards for gambling partnerships across four key areas for the Rugby Football League.
The GB industry association, the Betting and Gaming Council, is spearheading this initiative, which has been welcomed by the government in the Gambling Act white paper.
RFL’s Commitment to Elevating Gambling Sponsorship Standards
The RFL’s primary areas of focus include protection, social responsibility, reinvestment, and integrity, with the aim of raising standards for the sport’s sponsorship agreements.
A significant emphasis will be placed on protecting children and young people. According to the code, sponsorship must be structured to minimise its exposure and promotion to those under 18 and individuals at risk of gambling-related harm.
In terms of social responsibility, the RFL has stated that gambling sponsorship must be promoted and executed in a socially responsible manner. This includes ensuring that educational and awareness messages are integrated into all marketing activities.
The RFL is also committing to reinvesting into the sport. This commitment will see commercial income from gambling sponsorship funnelled back into infrastructure and programmes that benefit fans and communities.
Lastly, the code underscores the importance of ensuring that gambling sponsorship does not compromise the integrity of sporting competitions. Additionally, such sponsorship deals must not endanger the welfare of participants involved in these events.
Currently, this code applies solely to Betfred, the operator that serves as the title partner for the Men’s and Women’s Super League, Wheelchair Super League, Championship, League One, Challenge Cup, and the England team. At present, there are no other gambling sponsors within rugby league.
RFL’s Commitment to Raising Standards
In releasing the code, the RFL has announced its intention to collaborate with the Department for Culture, Media and Sport (DCMS) to monitor the impact and compliance with these new measures.
RFL Director of Operations and Legal, Robert Hicks, described the code as beneficial for rugby, the gambling industry, and fans. The RFL renewed its long-standing partnership with Betfred last October, extending the relationship into its 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 Across 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, these organisations will focus on protection, social responsibility, reinvestment, and integrity.
However, visibility for gambling brands will be reduced in the coming years. Premier League clubs have already agreed to remove gambling sponsorship from the front of matchday shirts by the end of the 2025-26 season.
The British Horseracing Authority has also introduced a new code and will collaborate with the DCMS to ensure compliance. Organisations across darts, snooker, and boxing are also in the process of developing similar frameworks.