The UK's Betting and Gaming Council (BGC) issued a call for operators involved with sports sponsorship to also promote the importance of safer gambling.
According to the Betting and Gaming Council, a further push to promote safer gambling must go "hand in hand" with bookmakers' sponsorship of sports such as football, darts and racing.
BGC chief executive Michael Dugher said it was crucial for his members to continue to emphasize the importance of safer gambling with the UK government's review into the 2005 Gambling Act which is set to become clearer this year.
Each year, BGC members provide the following in sponsorship:
- horse racing with £350m (€417m/$471m) in sponsorship, media rights and levy payments
- £40m is spent on sponsorship across the English Football League (EFL)
- £10m on darts and snooker
- £2.5m in rugby union
The financial support has proven to be significant during the coronavirus pandemic, and it also highlighted the importance of the work its members do to help promote safer gambling amongst sports stars and fans, said the BGC.
Many initiatives have already been encouraged by BGC members with regards to safer gambling, which includes:
- Ensuring that 20% of TV and radio adverts are on the subject
- The £10m Young People's Gambling Harm Prevention Programme delivered by GamCare
- The Young Gamers and Gamblers Education Trust
All these in addition to a new code of conduct for football clubs on social media channels preventing the creation of posts that link to gambling websites.
Dugher said, "Our members are proud to provide financial support to sport in a variety of ways, but it's also important that this goes hand-in-hand with our work on promoting safer gambling. Around 30 million people in Britain - half the population - enjoy a flutter, and the vast majority do so safely. As we wait for the Government to publish its Gambling White Paper, I hope that promoting safer gambling continues to be an integral part of the betting and gaming industry's commitment to supporting sport."