LONDON, UK – The British Horseracing Authority (BHA) has launched a comprehensive Code of Conduct that sets new standards for sponsorship agreements between racing entities and gambling operators. The initiative aligns with reforms proposed in the UK Government’s Gambling Act white paper, marking a significant step in advancing responsible gambling across British racing.
Developed in Industry Collaboration
This regulatory framework was created in partnership with:
- Racecourse Association
- Department for Culture, Media and Sport (DCMS)
- Betting and Gaming Council (BGC)
- Stakeholders from across the horseracing sector
Together, they’ve committed to enhancing transparency, safeguarding young audiences, and ensuring that betting promotions uphold socially responsible practices.
Four Core Sponsorship Principles
All racecourses and industry participants must now uphold the following principles when entering sponsorships with wagering companies:
- Reinvestment into the Sport – Sponsorship revenue should support the longevity and development of racing.
- Preserving Sporting Integrity – Deals must not compromise fairness or competitive authenticity.
- Protecting Children and Young People – Promotions must be designed to avoid exposure to underage or vulnerable audiences.
- Socially Responsible Promotion of Betting – All marketing tied to gambling must comply with ethical standards and regulatory guidelines.
Implementation & Expectations
Under the new Code, racing organizations are expected to:
- Partner exclusively with licensed gambling operators
- Structure agreements that benefit the wider industry
- Avoid messaging or branding that might target minors or at-risk individuals
The BHA confirmed that the rollout will work in tandem with the existing Sponsorship Framework for Racecourse Owners and the Jockeys Sponsorship Code, reinforcing a holistic approach to commercial partnerships in racing.
A Sector-Wide Shift Toward Sustainable Gambling
The BHA’s move mirrors growing industry efforts to improve gambling safety and long-term sustainability. Regulators and operators increasingly recognize that safeguarding consumer welfare is essential to protecting the integrity and future of the sport.
British racing leaders have pledged to monitor code compliance alongside DCMS, with ongoing assessments planned to evaluate its impact. The full Code of Conduct is available for review on the BHA’s official website.
