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The England and Wales Cricket Board (ECB) has rolled out a new code of conduct aimed at promoting a more responsible connection between gambling and the sport.
In partnership with the UK government, the ECB said it had joined several other major sports governing bodies to create a voluntary code of conduct based on shared principles. Each sport has tailored the code to fit its own needs.
For cricket, this new code will apply to all Professional County Clubs and The Hundred teams, and it officially comes into play at the start of the 2025 season.
The ECB’s new code of conduct on gambling sponsorship agreements in cricket
The ECB states that the code is built around four key principles that guide how sports and gambling partnerships should work responsibly. It is first planning to reinvest the money earned from these partnerships back into the sport. This could be through upgrading stadiums and training facilities, supporting grassroots programs, or improving competitions for fans and local communities.
It continued by saying that it will also focus on maintaining the integrity of the game, making sure that any sponsorships don’t affect the fairness of competitions or the wellbeing of the players.
There’s a strong commitment to protecting children and vulnerable adults by ensuring that gambling-related promotions are carefully targeted, keeping them away from under-18s and those at risk of gambling harm.
The code then points out the importance of promoting gambling in a socially responsible way. As a result, all sponsorship deals must be handled with care, making sure they include clear education and awareness messages as part of any marketing.
Integrity and anti-corruption measures
The Cricket Approval Committee is responsible for evaluating event applications to safeguard cricket’s integrity. It assesses “Integrity and reputational impact,” questioning if involved entities risk the sport’s, participants’, or ECB’s reputation, rejecting proposals that might bring disrepute. They say that organizers and associates must be “fit and proper,” avoiding ties to unregulated gambling.
In addition, under “Anti-corruption safeguards,” the committee has to ensure measures prevent players from breaching regulations, demanding evidence of steps against match-fixing or improper gambling.
The ECB adds: “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.”
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Fans of the game have welcomed the news, with one Reddit user saying they would “happily buy a Sussex T20 shirt tomorrow if they ditched the Dafabet sponsorship.” Another person said: “I think it’s great. I also think all gambling adverts should be illegal, just how smoking adverts were banned.”
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