Sponsorship and partnership laws

1) Why it matters

Sponsorship and partnerships in iGaming are a powerful branding and trust tool, but with high legal risks: protection of minors, honest advertising, RG requirements, data privacy, anti-corruption standards, sanctions checks, image rights, restrictions on merch and stadium identity. The purpose of this article is to provide an operational "framework" for secure activations across jurisdictions.

2) Compliance fundamentals

Age and vulnerable groups: no activation should be targeted at <18/21; exclude school, youth and "family" formats.
Responsible play (RG): visible 18 +/21 +, "Play responsibly," links to RG resources.
Transparency of offers: short terms next to CTA (WR/Max Bet/term/contribution/exclusions), unity of banner and landing.

Brand safety: banning misleading language, FOMO/" easy money. "

Privacy and data: legal grounds, CIW/consent, minimization.

Anti-corruption: gifts/hospitality in limits, prohibition of hidden payments/" kickbacks. "

Sanctions/POP screening: for clubs, leagues, rights holders, influencers and beneficiaries.

3) What is usually regulated by laws and codes

1. Advertising of gambling: age marking, time windows (watershed), bans for schools/playgrounds, RG-disclaimer format.
2. Sports and eSports sponsorship: Jersey/stadium advertising restrictions, logo exposure, broadcast content branding.
3. Partnerships with media/influencers: mandatory disclaimers and advertising labeling.
4. Image/IP rights: use of league/club/athlete brands, license and consent.
5. Promotion at events: activations, promotional zones, contests, lotteries - separate permits.
6. Privacy and tracking: taking photos at events, pranks, collecting contacts - consent and goals.

7. Anti-corruption and competition: restrictions on gifts, exclusivity of the category, prohibition of "imposition."

8. Sanctions and supplier compliance: prohibition of transactions/partnerships with entities from sanctions lists.

4) Types of sponsorships and partnerships (iGaming)

Sports clubs/leagues/tournaments: logo on the form, LED boards, content rights.
eSports and streaming: title partnerships, broadcast integrations, in-stream overlays.
Media holdings and OTT services: joint formats, special projects, brand shows.
Influencers/tweeters: channel sponsorship, promotional codes, collaborative activities.
CSR/social programs: RG initiatives, educational campaigns, sports support.
Technology partners: joint white-label projects, B2B co-branding.

5) "Red Flags" for iGaming sponsorships

Exposure in juvenile-oriented content/locations.
"Financial promises," or hints of betting revenue.
Absence of RG/18 + and short terms.
Using images of heroes popular with children.
Opaque payments, affiliated intermediaries without DD.
Sponsorship of subjects with sanctions/RAP risks or toxic reputation.

6) Contracts: key sections and wording (templates)

6. 1 Rights and IP (brand/content/images)

License for trademarks/logos, geo, media, terms, formats (OOH, TV, digital, eSports, social).
Image rights of athletes/esports players: separate consents or permissions of trade unions/agencies.
Prohibition of co-branding with competing categories (exclusive category) - a clear list.

6. 2 Advertising and RG requirements

Mandatory disclaimers (18 +/RG/short terms) and readability/duration standards.
Pre-clearance of all layouts, videos, scripts; right to refuse and withdraw.

6. 3 Privacy and data

Roles of parties: independent controllers/joint/processor; DPA/DSA if necessary.
CIW/consent; prohibiting the transfer of data to third parties without reason; shelf life.

6. 4 Anti-corruption and gifts

Compliance with anti-corruption laws; hospitality limits; gift registry; prohibition of "success fee" for regulatory actions.

6. 5 Sanctions and compliance

No sanctions/embargo guarantees; the obligation to notify changes immediately; right to immediate termination.

6. 6 Moral Clause (Morals Clause)

Right to suspend/terminate in case of reputational incidents, violations of RG/advertising/league rules, toxic behavior of the influencer.

6. 7 Exclusivity and Conflict of Interest

List of prohibited categories; "first refusal" rules; restrictions on parallel partnerships.

6. 8 Payments and make-goods

Payment schedule, KPI/coverage, supporting reports; compensation ("make-good") for under-delivery of inventory.

6. 9 Force majeure and postponements

Pandemics, arena closures, tournament postponements; commitment transfer/policy refand.

6. 10 Dispute Resolution

Claim procedure → ADR/Ombudsman (if applicable) → arbitration; applicable law and jurisdiction.

7) Activations: Do's and Don'ts

• Product awareness; promo with no promises of income; tournaments/draws with transparent rules; presence of RG/18 +.
• Sponsorship zones 18 + in stadiums (outside family spaces), QR code for rules.

• Distribution of promotional materials in children's/family areas.
• Draws that require betting as a condition of participation.
• Native integration of "rates as earnings," "fast money."
• Visuals/mascots associated with children's audiences.

8) eSports and influencers

Checking the age of the audience (target threshold ≥ 75-90% 18 + - set in the contract).
18 +/RG plate on the screen, verbal reminder with a given frequency, reference to the rules in the description.
Banning "earnings tips"; demonstration of gameplay without a guarantee of winning.
Pre-clearance scripts, overlays and chat bots; logging streams/screenshots for the evidence base.

9) Merch, stadiums and uniforms

Jersey/uniform: comply with league regulations and local bans (including on children's sizes); option: "limited version" without iGaming brand for <18.
LED/perimeter: frequencies/brightness according to technical codes; readable RG/18 +.
Navigation and POS materials: prohibition of placement near children's areas; short conditions near the CTA.

10) Data transparency and privacy at events

Collection of contacts (QR/forms): only with explicit consent, purpose/term/unsubscribe.
Photo/video of guests: notifications, image use policy, rejection mechanism.
Lotteries/draws: local rules for promotional games; tax/reporting aspects of prizes.

11) Anti-corruption and gifts/hospitality

VIP box/dinner invitation limits; prohibiting the participation of public officials without verification and permits.
G&H Registry (gifts & hospitality); pre-approval of non-standard activities.
Training of personnel and partners on anti-corruption rules.

12) Risk Matrix (RAG)

13) Sponsorship Launch Checklist

• DD partner: legal entity/UBO, sanctions/POP, reputation.
• IP/image licenses, league consents.
• Contract: RG/18 +/short terms, pre-clearance, DPA/DSA, morals clause, sanctions/force majeure.
• 18 + zoning plan, layouts with disclaimers, approval route.
• CIW/consent for activations, draw rules.
• Stewards/staff training: how to respond about RG/age/offers.
• KPI dashboard and monthly report format.

14) KPIs and reporting

Reach/Impressions, Brand Lift, Traffic uplift on legal geo.
Share of compliant placements (%) and time to correct violations.
Complaints/ADRs on advertising; RG incidents (attempts <18).
Data quality: the proportion of contacts with valid consent, unsubscribes.
Make-good usage: The proportion of underdeliveries that are compensated.

15) Templates of contractual blocks (fragments)

A. RG and advertising

B. Privacy and data

C. Sanctions and compliance

D. Morals Clause

E. Exclusivity

16) Registries (recommended structures)

16. 1 Partnership Register (YAML)

yaml partner_id: "SP-2025-0107"
entity: "Example FC Ltd"
territory: ["UA","PL"]
category_exclusive: true rights:
ip: ["logo","name","stadium signage","jersey sleeve"]
image_rights: ["team","selected players"]
rg_requirements:
age_mark: "18+"
short_terms_required: true preclearance: true privacy:
role: "independent_controller"
dpa_dsa_signed: true cmp_required: true sanctions_screened_at: "2025-11-05"
gh_register_required: true kpi:
impressions_target: 50_000_000 compliance_sla_hours: 48 status: "active"
owner: "Brand Partnerships"

16. 2 Register of activations/events

yaml activation_id: "EV-2025-021"
partner_id: "SP-2025-0107"
venue_zone_18plus: true materials:
- "led_loop_v1.mp4"
- "rg_overlay_18plus.png"
consents:
data_capture: true photo_notice: true risk_rag: "G"
evidence:
photos: ["stadium_2025-11-15_1.jpg"]
logs: ["preclearance_ticket_#4452.pdf"]

17) Operational playbooks (brief)

P-01 Removal of violating placement: signal → check → removal/replacement → notification of the league/partner → entry into the register → analysis of the reasons.
P-02 Juvenile Incident: Fact Finding → Exposure Close → Report → Zoning/Creative Adjustments.
P-03 Sanction risk: immediate pause → legal evaluation → termination/reinstatement.
P-04 Media underdelivery: make-good calculation → alternate slot/extension negotiation.

18) Mini-FAQ

Is it possible on the form of juniors? No: any form/measure for <18 - without iGaming brand.

Are promo codes allowed on eSports streams? Yes, at 18 +/RG, short terms in the description and frame, without "betting earnings."

Do I need consent for photo guests? Yes: notification, purpose, possibility of refusal.
What to do when a regulator complains? Activate the P-01/P-02, provide materials, apply make-good if necessary.

19) How to implement

1. Collect "partner passport" (DD, sanctions/REP, reputation).
2. Negotiate the contract with the specified blocks (RG, IP, data, morality, exclusivity, make-good).
3. Set up pre-clearance and kraul monitoring of creatives; keep registers.
4. Train teams/stewards; form a "quick button" for removing materials.
5. Report on KPIs and incidents; review risks and texts quarterly.

20) Conclusion

Sponsorship at iGaming only works with strict compliance discipline: age barriers and RG labeling, fair advertising, legally clean IP, transparent data, anti-corruption frameworks and sanctions screening. Standardise contracts, maintain registers and measure KPIs - and partnerships will reinforce brand, not risk.