BHA Unveils Its New Betting Sponsorship Code of Conduct

The British Horseracing Authority (BHA) unveiled its new Code of Conduct for racing in the UK. The new code covers sponsorship agreements with gambling operators and fulfills a policy proposal for all sports set out in the Gambling Act white paper.

The New Code Reflects BHA’s Social Commitments

The new Code of Conduct, the BHA said, has been developed in partnership with the Racecourse Association, shareholders across the sector, the UK Department for Culture, Media and Sport (DCMS), and the Betting and Gaming Council (BGC).

According to the BHA, the new code is a testament to the racing sector’s commitment to ensuring that all wagering related to the sector is done responsibly. It will furthermore ensure that minimum standards for social responsibility are adopted across all sponsorship agreements between racing entities and gambling operators.

In line with the newcode, the BHA asked all racecourses and horseracing participants to commit to four general principles when forming sponsorships with wagering companies. These include the following:

• Reinvestment into sport
• Maintaining sporting integrity
• Protecting children and young people
• Ensuring the promotion of betting is undertaken in a socially responsible way

Deals with Gambling Entities Should Be More Responsible

The code also sets out how the racing sector should adopt the aforementioned principles in a way that takes into mind the unique aspects of racing and its special relationship with the betting sector.

Racing companies are expected to only team up with licensed operators, form deals that benefit the wider sector and protect the integrity of the sport. Additionally, newly formed partnerships and gambling-related promotions should not harm younger audiences or at-risk players in any way.

Implementation of this code, the BHA also said, will be done in conjunction with the implementation of the existing Sponsorship Framework for Racecourse Owners and the Jockeys Sponsorship Code.

The BHA’s new code aligns with similar measures undertaken by various organizations and operators across the wider gambling landscape. As the industry grows, leading companies and regulators continue to recognize the importance of safer gambling to the industry’s long-term sustainability.

Finally, the British racing sector vowed to work with the DCMS to monitor the impact and level of compliance with the new code.

The full code, for context, is available on the BHA’s official website.

The BHA has been an active participant in the discussions surrounding the ongoing gambling reforms, championing moderation and sustainability.