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BGC WELCOME SPORTS BODIES’ LANDMARK NEW SPONSORSHIP CODES OF CONDUCT

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The Betting and Gaming Council has welcomed new Codes of Conduct for Gambling Related Agreements across a number of major sporting bodies, significantly raising standards for sports sponsorship deals.

Working alongside globally recognised national sports bodies including the Premier League, English Football League, The FA, Women’s Super League, Rugby Football League, British Horseracing Authority plus official bodies representing darts, snooker and boxing, the BGC has developed a cross industry voluntary code of conduct for betting sponsorship deals, with each body producing a specific code for their own sport.

This new framework, created by the BGC to drive up standards, sets new standards on safer gambling sponsorship across four key principles of protection, social responsibility, reinvestment and integrity:

  1. Protection of children and young people – gambling sponsorship must be specifically designed to limit its reach and promotion to those under the age of 18 and those at risk of gambling related harm.
  2. Social responsibility – gambling sponsorship must be promoted and delivered in a socially responsible way. This includes ensuring that education and awareness messages are provided as part of all marketing activities.
  3. Reinvestment into sport – the commercial income raised from gambling sponsorship must be reinvested back into infrastructure and programmes that serve fans and communities. This includes investment in improving infrastructure and providing community and grassroots participation opportunities for local communities.
  4. Maintaining sporting integrity – gambling sponsorship must not compromise the integrity of sporting competitions nor harm the welfare of those participants who take part in them.

The EFL, Premier League, The FA and Women’s Super League have already announced that that they have formally agreed to adopt the new Code of Conduct for Gambling Related Agreements in football ahead of the new season, as has the British Horseracing Authority. We expect further sporting bodies to publish shortly.

This code has huge practical implications for sports sponsorship. For football, that includes ensuring the design of betting sponsorship limits reach to children and those at risk of harm, ensuring professional footballers are aware of available support services and making sure club social media accounts do not include links to betting operator websites.

Clubs will now also ensure that a reasonable and proportionate portion of gambling sponsorship assets promote safer gambling messaging, which may include perimeter boards and match day programmes.

For horseracing, the new code will ensure that betting promotions are not directly targeted at U18, and that appropriate age awareness arrangements are applied on course.

BGC members are committed to ensuring sports betting – and sponsorship – are carried out in a socially responsible way and have been working hard to deliver these new standards.

Michael Dugher, BGC Chair said: “I welcome the publication of these landmark codes that BGC has led on, which sets new standards for sports. These new measures are good for sport, good for BGC members and good for fans.

“BGC members are proud to support some of the most popular sports up and down the country, and that support goes hand in hand with these principles.

“That includes protecting the young, being socially responsible, delivering investment in communities, particularly working class communities which share such close ties to these sports, and maintaining the sporting integrity which makes British clubs the best in the world.

“These codes will a be a big step forward and is something we have been working on for many years, long before the white paper. Our work in this area is another demonstration of our commitment to ensure that any betting sponsorship agreement must be undertaken in a responsible way.

“It is the latest in a long list of measures the BGC has launched to raise standards, including betting operators’ logos being removed from children’s clothing – including replica football kits – and the whistle to whistle ban which has reduced the number of TV betting commercials viewed by children during live sports before the watershed by 97 per cent.

“BGC members are committed to safer gambling and signposting available support regularly and prominently, while our largest members helped deliver a record donation of £172m to tackle gambling harm between 2019 and 2024.

“When we say we are raising standards, we mean business, and this is further concrete evidence of that determination.”

BGC Members provide some of the country’s most popular sport with vital funding, from the grassroots to the elite level.

The Sky Bet sponsored English Football League and its clubs receive £40m, William Hill sponsors the Scottish Professional Football League, while a host of other BGC members from Betway to Kindred are supporting football and other sports.

Meanwhile, horseracing receives £350m, and snooker, darts and rugby league – which is currently sponsored by Betfred – receive more than £12.5m.

Meanwhile, BGC member Entain’s Pitching In sponsors the Trident League – 250 clubs at steps three and four of the English football pyramid – a huge boost to grassroots football. And Flutter has invested millions into a huge range of community sports through its Cash4Clubs scheme.

The regulated betting and gaming industry in the UK supports 110,000 jobs, generates £4.2bn in tax and contributes £7.1bn to the economy.

Each month in Britain around 22.5m adults have a bet and the most recent NHS Health Survey for England estimated that 0.4 per cent of the adult population are problem gamblers.

The post BGC WELCOME SPORTS BODIES’ LANDMARK NEW SPONSORSHIP CODES OF CONDUCT appeared first on European Gaming Industry News.

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Amusnet Celebrates Business Excellence as a Sponsor of the Forbes Business Awards 2025

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Amusnet, a leading international all-casino solution provider, proudly took part in the Forbes Business Awards 2025 as an official sponsor, reinforcing its commitment to business excellence, strategic growth, and industry leadership. The event, recognized as one of the most prestigious and premium business forums in Bulgaria, took place on April 16 and gathered more than 200 distinguished guests, including senior executives, entrepreneurs, and influential figures from across the business landscape.

Held in an elegant setting in Sofia, the Forbes Business Awards 2025 celebrated companies and leaders who set the benchmark for success and resilience in their respective industries. With a strong focus on performance, vision, and impact, the ceremony once again confirmed its role as a key platform for recognizing outstanding achievements in the Bulgarian economy.

Amusnet CEO Ivo Georgiev presented the award in the Information and Communication Technology category – a sector that reflects Amusnet’s strategic focus. The award honors companies that demonstrate outstanding performance, consistency, and leadership in the ICT field. “Supporting the Forbes Business Awards aligns with our core values of dedication, excellence, and long-term vision,” commented Ivo Georgiev, CEO of Amusnet.

Amusnet’s presence at the event reflects the company’s clear vision to contribute to the development of the business ecosystem and celebrate excellence across industries. The company continues to expand across Europe and LATAM, bringing its comprehensive portfolio to new markets and clients, while further strengthening its position in existing ones. Amusnet remains focused on sustainable growth, building strong partnerships, and consistently delivering value on a global scale.

The post Amusnet Celebrates Business Excellence as a Sponsor of the Forbes Business Awards 2025 appeared first on European Gaming Industry News.

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LEADING SCORES APP LIVESCORE EYES ASIA GROWTH WITH EXPANDED BRAND PRESENCE IN THAILAND

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LiveScore, home to the world’s leading app for sports scores, announces it is expanding its brand activation and presence in Thailand. This development marks a significant milestone in its ongoing commitment to localising its services and engaging with football fans across Asia.

This strategic move highlights LiveScore’s commitment to expanding its presence in the region, beginning with Thailand and Indonesia. LiveScore has experienced substantial growth in Asia Pacific, with Thailand and Indonesia specifically representing a significant portion of LiveScore’s 7.6m users in Asia in 2024.

In line with this expansion, LiveScore has partnered with local agency, Holarchy, to enhance brand awareness and activation in the region. This step is crucial to the overall strategy aimed at engaging fans and brand partners throughout Asia. With the World Cup nearing, this expansion allows LiveScore to connect with dedicated football fans as it seeks to establish itself as the leading platform for football fans, and paves the way for exciting collaborations with regional brands.

This expansion showcases LiveScore’s ongoing commitment to Fuelling Fans’ Passion for Sport, providing localised content, live scores, and news that resonates with fans on a personal level.

To further cement its commitment to local audiences, LiveScore has launched its official Thai social media account, @livescore.th. LiveScore’s Thai-specific account will feature localised content from the global LiveScore account, complimented with content specifically crafted for Thai fans, making it easier than ever for fans to stay engaged with their favourite sports.

Beyond social, fans can look forward to a series of LiveScore events such as watch parties, with all activations designed to bring more fans closer to the games they love.

Dominic Vye, Marketing Director, LiveScore, said: “Sports, especially football, hold immense popularity across Asia. We’ve chosen Thailand as the first country for our Asia expansion because of the undeniable passion of Thai fans. From their vibrant love for food to their pride in national teams and unwavering enthusiasm for the Premier League, Thai fans stand out. With LiveScore already enjoying a strong following and a loyal user base, this expansion marks an incredibly exciting step forward for both us and the fans.”

“LiveScore has always been driven by our mission to Fuel Fans’ Passion for Sport, and the incredible passion of Asian football fans only motivates our commitment to building a personal connection with fans in every market. We’re witnessing a phenomenal growth as fans from all over the world engage with us more than ever, especially as excitement builds towards the World Cup in 2026, and we’re proud to provide them with real-time updates and content that is tailored to their interests and needs.

“This is just the beginning, and we’re looking forward to working with more like-minded brands committed to building meaningful connections with football fans across Asia.”

The post LEADING SCORES APP LIVESCORE EYES ASIA GROWTH WITH EXPANDED BRAND PRESENCE IN THAILAND appeared first on European Gaming Industry News.

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Altenar Steps in as General Sponsor of EEGS 2025

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The prestigious Eastern European Gaming Summit (EEGS) is set to welcome Altenar, a prominent sports betting software provider, as a General Sponsor for its 2025 edition. Scheduled for 26th and 27th November at the IEC in Sofia, Bulgaria, this partnership exemplifies Altenar’s unwavering commitment to driving innovation and growth within the gaming and entertainment sectors. This long-standing collaboration has consistently generated mutual benefits and opportunities for both Altenar and the event, as well as for all participants involved.

Altenar continues to deliver top-tier solutions for licensed operators across the globe. From standalone sportsbook offerings to comprehensive turnkey solutions, Altenar combines proven reliability with tailored services to meet diverse client needs.

Since its inception in 2011, Altenar has powered hundreds of online sports betting platforms, while their self-service betting terminals and mobile applications adapt to the evolving demands of operators, leading to a rapidly expanding client portfolio in over 30 countries.

Altenar’s involvement as a sponsor underscores their essential contribution to the overall success of the EEGS, emphasizing a collective dedication to excellence and advancement in the industry. This year’s event promises to be a critical platform for industry leaders, visionaries, and entrepreneurs to discover and discuss the latest trends in gaming, entertainment, and hospitality.

As the foremost conference in the region, the Eastern European Gaming Summit (EEGS) offers an engaging setting for industry pioneers to network, collaborate, and delve into the opportunities shaping the future of gaming and entertainment.

Align your company with this esteemed conference and take advantage of the insights and expertise shared at the event.

Check the available sponsorship options here.

The post Altenar Steps in as General Sponsor of EEGS 2025 appeared first on European Gaming Industry News.

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