The ECB has published its Code of Conduct on Sponsorship Agreements with Gambling Companies designed to ensure a responsible relationship between gambling and sport.
Working with the UK Government, the ECB and a number of other major sporting governing bodies have developed a principle-based approach to a voluntary code of conduct, with each sport producing a code specific for their own sport.
The code applies to all Professional County Clubs and The Hundred teams, and is in force for the start of the 2025 season. It is based on four key principles:
Reinvestment into sport - The commercial income raised from sports gambling partnerships is reinvested back into sporting infrastructure and programmes that serves fans and communities. This includes investment in staging strong sporting competitions, improving sporting infrastructure such as stadium and training facilities, and providing community and grassroots participation opportunities for local communities.
Maintaining sporting integrity - Ensuring that sponsorship agreements do not compromise the integrity of sporting competitions nor harm the welfare of those participants who take part in them.
Protecting children and adults at risk - Sponsorship arrangements should be specifically designed to limit their reach and promotion to those under the age of 18 and those at risk of gambling related harm.
Ensuring the promotion of gambling is undertaken in a socially responsible way - All sponsorship agreements 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.
The Code is available to read here.