ECB to apply new code-of-conduct for gambling in pro cricket

The England and Wales Cricket Board (ECB) is now the last of the professional sports organisations to unveil its voluntary Code of Conduct on gambling sponsorships. 

The update sees the ECB fulfil its organisational duty to the UK government to adopt self-regulated principles to govern professional crickets’ management of gambling sponsorships.

“These principles reflect a shared recognition that the relationship between gambling and sport needs to be conducted responsibly to protect the sporting community, including its participants and supporters, from gambling-related harm,” stated the ECB.

The code will be applied to all gambling sponsorships featuring County Cricket Clubs (male/female) and Hundred teams and leagues in England and Wales. Activated from the ECB season 2025, all pro-cricket teams must comply with the Code by declaring their gambling sponsorships. 

All ECB clubs must submit an annual statement on the implementation of the code and its four key pillars, detailing how funds were reinvested in sports for the benefit of local communities.

Four Key Pillars

The Code of Conduct is structured around four essential principles designed to ensure a responsible and ethical approach to gambling sponsorships within professional cricket.

Reinvestment into Sport: The primary objective of any commercial income from gambling partnerships is to reinvest back into the sport. Funds received should be directed towards infrastructure improvements, community engagement programs, grassroots cricket development, and player welfare initiatives.

Examples include upgrading stadiums, providing educational programs on gambling risks, and supporting local cricket clubs. 

Maintaining Cricket Integrity: To safeguard the integrity of cricket, sponsorship agreements must include provisions that ensure no compromise to the sport’s reputation. This involves enforcing strict adherence to the Gambling Commission’s License Conditions and Codes of Practice (LCCP), related to betting integrity. The aim is to prevent match-fixing, corruption scandals, and any undue influence from gambling entities.

Protecting Vulnerable Audiences: A significant focus of the code is to protect vulnerable groups from  exposure to gambling promotions. No gambling logos are allowed on children’s kits, merchandise, or within family-friendly areas of cricket grounds. Clubs must ensure that sponsorships do not target under-18s or those at risk of gambling-related harm.

Socially Responsible Coverage: The code mandates that all promotions must be socially responsible and integrate educational messages about the risks of gambling. Clubs are encouraged to collaborate with organisations like GambleAware to promote safer gambling practices, and at least 20% of any gambling-related  marketing should include safer gambling messaging.

Professional teams must adhere to several duties under the new code and will be required to report on all gambling sponsorship agreements to the ECB within 14 days. As such clubs must Investigate and address any public concerns regarding sponsorship practices, cooperating fully with ECB reviews when necessary.

New audience safeguards with betting promotions

To ensure responsible gambling promotion, the code places several restrictions on how clubs can engage their audiences. Promotions aimed at minors are strictly prohibited.

Gambling-related content is banned from junior sections of club websites, and family areas in stadiums must be gambling-free zones. Clubs are also required to make adult replica kits available without gambling logos.

Clubs are encouraged to engage audiences responsibly by integrating messages that highlight the risks associated with gambling. Campaigns such as Safer Gambling Week (#SGWeek2025) are recommended as part of audience outreach.

Full Accountability and Transparency

The ECB will regularly assess compliance, with non-compliant clubs potentially facing public disclosure in the ECB’s annual report. Clubs are expected to respond to third-party concerns promptly and transparently, maintaining high ethical standards in all sponsorship-related practices. 

The ECB concluded: “The Code of Conduct  signifies a strong commitment to balancing commercial partnerships with gambling companies while protecting the integrity of cricket. By reinforcing responsible sponsorship practices, the code seeks to safeguard both the sport and its community from potential gambling-related risks.”