Football Governance Bill [HL]

Baroness Brady Excerpts

Committee stage
Monday 16th December 2024 Lords Chamber

[Baroness Fox of Buckley (Non-Afl)]

I was on my last sentence, but I will now make it two sentences.

The noble Lord says that nobody is smoking now. It happens to be the evening of the Terrace Club’s Christmas bash. That is the House of Lords smokers’ group, and I can assure the noble Lord there are quite a lot of them smoking, cross-party, including from his own party. They are drinking and smoking, and every party is represented. It is in the hut round the back, by the way, in case anyone wants to pop out. There are quite a lot of people who smoke still.

Smoking advertising was taken out of sports, and a number of sports nearly collapsed—darts and snooker had a real problem. The funny thing is, guess who came in to save them? The gambling companies came in and saved those working-class, grass-roots, rank-and-file sports. Good on them, I say. The working classes were grateful at the time, and they did not all become problem gamblers as a consequence. They enjoyed the sport.

[Baroness Brady (Con)]

My Lords, these amendments seek to address gambling sponsorship in football, and include proposals to ban sponsorship entirely. This is a significant issue. I acknowledge the genuine concerns that many have, including the noble Lord, Lord Foster, about the role of gambling in sport. However, I would like to provide some context and explain why I believe that further interventions in this area are not required at this time.

The Gambling Act review has recently and comprehensively considered the role of gambling sponsorship across all sports, including football. The Government’s response reflects the extensive engagement and evidence gathered during that process. As part of this, the Premier League has already taken significant, proactive, voluntary steps to address concerns, demonstrating its commitment to act responsibly.

Most recently, the Premier League and its clubs have led the way, not just within football but across all sports, by taking the voluntary step to move away from gambling sponsorship on the front of shirts. This was a key ask made of us by the DCMS, and we agreed. This is a significant decision, and one that I do not believe any other major sports organisations have taken.

The impact of this step on clubs is, frankly, quite painful. Contrary to what the noble Baroness, Lady Fox, said, most clubs cannot afford to do it, but they have done it anyway because they have been asked to. The typical difference between gambling and non-gambling shirt sponsorships is around 40%. For some Premier League clubs, this decision will mean a reduction of around 20% of their total commercial revenues. For clubs in the bottom half of the Premier League table or those newly promoted, the financial hit will be especially pronounced in the short term, and comes on top of the £250 million hit to Premier League clubs over the Parliament, as I have already mentioned in this Committee, following the Budget’s rise in employer national insurance contributions. The pressures are acute, but the Premier League clubs took this decision, fully aware of the difficult commercial consequences, because it was the right thing to do and was aligned with what the Government asked of us.

Furthermore, the Premier League has led the way in driving forward the development of an all-sports code of conduct, published earlier this year. This sets out standards on gambling partnerships, including the critical issue of awareness and responsible gambling messages, that all clubs and sports organisations will adhere to. The code reflects the seriousness with which football in particular is addressing this issue, and provides a strengthened framework for responsible engagement with the gambling sector.

It is important to acknowledge the vital role that gambling sponsorship plays in supporting clubs across the football pyramid. For many clubs, particularly those outside the Premier League, gambling sponsorship represents a significant source of revenue. That is the reality we all need to be conscious of, especially in the context of the Bill, which focuses on financial sustainability. Noble Lords may be aware that the EFL has a much greater reliance on gambling sponsorship, including its title sponsorship deal with Sky Bet. The Premier League itself has never had a gambling sponsor. This demonstrates that the issue is not uniform across football and that heavy-handed interventions may well risk disproportionately affecting clubs lower down the pyramid.

The Premier League’s voluntary decision to phase out gambling on front-of-shirt sponsorship is just one major step, but it is proof that football is taking this issue seriously. It shows that football can lead the way on responsible change, even when it causes difficulties for clubs, without the need for heavy-handed interventions. We must properly address concerns about problem gambling and the need for responsible behaviour and stringent regulations. Football must clearly be part of the solution, as it wants to be, just as all sport needs to act responsibly. However, I argue that the Premier League in particular has already shown important leadership here, taking proactive and voluntary steps that, as far as I am aware, no comparable organisation has yet replicated.

In the light of the progress already made, I respectfully suggest that football does not require further statutory intervention in this area. We have shown—but of course we must collectively continue to show—that we can be relied upon to make progress on this vital issue.

[Lord Parkinson of Whitley Bay (Con)]

My Lords, I am very grateful to the noble Lord, Lord Foster of Bath, for his vigilance on this topic, as he always showed when I stood at the Dispatch Box opposite. I know he will be particularly vigilant as the Minister holds the responsibility for gambling. I am sure that she will be glad to have the chance to talk about something directly in her portfolio, in addition to the work that she has been doing on the Bill.

I am pleased to hear that the hip operation of the noble Baroness, Lady Jones of Moulsecoomb, went well, and even more pleased that she missed my disobliging comments about Arsenal this evening. That is the team she supports, so it is probably just as well that she was not here to hear them.

Of the two amendments of the noble Lord, Lord Foster, I am more taken with Amendment 143, which seeks to require football clubs to consult their fans on gambling advertising and sponsorship. I am mindful of the example of Wonga, a payday loan company rather than a gambling firm, and Newcastle United. It was an important reminder of the discomfort that fans feel when they are forced to wear the logo of companies and others of which they might not approve when they buy the football strips of the team they support.

Engaging fans on sponsorship is worth while, particularly where the companies are ones about which clubs know that fans have views. The noble Lord set out the growing concerns about the prevalence of gambling in sport and its potential to influence fans, particularly younger and more vulnerable groups. If we can strike a better balance between the immediate commercial needs of clubs and the long-term interests of the fans who support them then that is worthy of our consideration.

I am struck too by the points that my noble friends and others have raised about the importance of sponsorship deals on the finances of football clubs—particularly those in the lower leagues—to maintain their financial stability, which is such an important point underlying the Bill. Although Amendment 143 has much to commend it, the consultation must be a genuine and two-way conversation between clubs and fans to address the importance of investment in the sport and the good work that many are doing.

The second amendment in the name of the noble Lord, Lord Foster, Amendment 255, seeks to prevent regulated clubs and competitions promoting or engaging in gambling advertising or sponsorship altogether. In doing so, it rather overrides the open-minded consultation of his first amendment. I think this goes too far: an outright ban on gambling advertising and sponsorship would, in my view, be too blunt an instrument for addressing the complex issue of gambling and the broader questions of sponsorship in football.

I am grateful to the noble Lord for tabling both amendments and the fact that we can consider them side by side in this group. I look forward to hearing what the Gambling Minister has to say about them.

--- Later in debate ---

Companies or investors that think they might invest in a British football team will say that it is not worth the candle, as they will not be able to focus on being a good football team because they will have to do all the things that the Bill requires, with a regulator—already all these shadow people are being hired, one by one, to plan how they are going to exercise control over football clubs. They will decide not to do it. I can predict that with this Bill, especially if we add all of these baubles to the Christmas tree, we are going to see the Premier League—the greatest league in the world—gradually go down the drain.

[Baroness Brady (Con)]

My Lords, I will address the amendment tabled by my noble friends which seeks to remove equality, diversity and inclusion requirements from the corporate governance code outlined in the Bill.

First, I acknowledge a concern that I believe underpins this amendment: the sense that EDI has, in some cases, become a compliance-driven exercise, where box-ticking and slogans replace meaningful action and real change. I recognise the frustration with the rise of what some see as the EDI industry, where jargon-laden initiatives create more paperwork than progress and risk alienating those they seek to engage. I share those concerns.

I know from my experience in football and the wider business arena that real change does not come from bureaucratic edicts or tokenistic gestures. In the end, change comes from understanding people and the barriers they face, the biases they encounter and, above all, the opportunities they need to succeed. For me, EDI must be about more than processes; it must be about outcomes.

This is where football, and particularly the Premier League and its clubs, is showing how it can be done and done well. The Premier League’s equality, diversity and inclusion standard, or PLEDIS, is a good example of an enabling framework that empowers clubs to embed EDI in their operations while avoiding the pitfalls of bureaucracy. I am very proud to say that West Ham United have been awarded the highest level of PLEDIS you can get.

PLEDIS is not a blunt tool; it does not impose rigid, one-size-fits-all rules. Instead, it provides clubs with expert guidance and a structured framework to identify their own unique challenges and set meaningful goals. For example, clubs are supported to collect and analyse data so that they can understand where underrepresentation exists, whether in senior leadership, academy coaching staff or community programmes. Clubs are helped to develop tailored plans based on their specific circumstances, whether that means increasing female representation in the boardrooms or improving accessibility for disabled fans. PLEDIS helps to bring about a genuine culture of learning and development. We have held some really good educational sessions about unconscious bias, cultural awareness and inclusive leadership.

I am not saying that everything the Premier League does is perfect, but we have tried collectively to develop a system that avoids the pitfalls of bureaucracy and instead empowers clubs to take ownership of their EDI journey. You need some outside help and challenge for it to work effectively. You need external expert support to ensure that clubs are not left to navigate this work alone and to help clubs turn principles into action, with practical advice rather than burdensome mandates. The key to success in EDI is not just to measure compliance but to drive cultural change. That is what the Premier League approach aims to achieve. I believe that PLEDIS almost always continues to be used when clubs are relegated to the Football League, because clubs find it so valuable.

Consider too the impact of initiatives such as the Premier League’s No Room For Racism campaign. Although public facing, this work is backed by systemic efforts within clubs to tackle discrimination, create pathways for underrepresented groups and hold those in power accountable for progress. The Premier League has developed great programmes to develop more black coaches, bring more South Asian players through the talent pipeline and help black players on the path to becoming club executives.

All this matters, and I fully agree with my noble friend Lady Fox that it cannot be about box-ticking. It is about ensuring that every player, coach, staff member and fan feels that football is for them. When implemented correctly, EDI does not create diversion or resentment; it fosters unity by ensuring that everyone has a fair chance to participate and succeed.

I have a lot of sympathy for my noble friends who worry about the potential for overreach or missteps in EDI, and my noble friend Lady Fox is right that poorly conceived and implemented EDI policies will be burdensome and ineffective. But now that EDI has been put into the Bill, my approach will be to work with the football regulator to ensure that it is done thoughtfully, innovatively and with that laser focus on outcomes. Football clubs will have nothing to fear from embracing this work. EDI done well is not a threat; it can strengthen clubs by ensuring they reflect the communities they serve and are able to attract diverse talent, and will fundamentally make their clubs better places for everyone to work.

This does not have to be a binary choice between rigid mandates and doing nothing. The best path forward is an enabling framework supported by expert guidance and underpinned by meaningful accountability. Clubs should be encouraged, not coerced, to embrace this work; it can and it should be aspirational. I urge the Government and the regulator to consider how these requirements can be implemented with that spirit in mind.

[Lord Parkinson of Whitley Bay (Con)]

My Lords, I am grateful to the noble Baroness, Lady Fox of Buckley, for bringing this amendment and for giving us opportunity to look at the new additions that the Government have put in the Bill. As my noble friend Lord Jackson of Peterborough reminds us, this is one of the areas in which the Bill has changed from the Bill that was before the previous Parliament. He did not like the other one either, but I think that it is clear that he likes these provisions even less.

While I am highly supportive of efforts to improve equality of access for people in football and indeed in all sports—when we last looked at these issues, I spoke about the progress we have made in tackling the horrendous racism and homophobia that blighted football for a long time—I share some of the concerns that my noble friends, including my noble friend Lord Moynihan of Chelsea, have raised about enshrining in law what are clearly shifting sands. As the ever-changing acronyms and the ever-expanding rainbow of colours on flags and lanyards show, this is an area that continues to change, and we must not allow the noble aim of opening up access for people and treating everybody with equal respect to be pegged to a certain moment in time in the way that it is done. I am mindful too, as my noble friend Lady Brady has just reminded us, of the enormous strides that clubs have taken to drive improvement in this area, and we congratulate West Ham on the recognition that they have won for their work on that.

We must be very wary of what is a mandatory requirement in the Bill, in the way that the noble Baroness’s amendment focuses on, and the clear cost and burden that will impose on the clubs that have to comply with it. My noble friend Lord Jackson of Peterborough spoke about those costs and burdens, and he was right as well to worry that, with the work that is done in this area, we sometimes inadvertently bring about division rather than diversity as we pit various groups of people against one another in what sometimes feel like informal hierarchies of grievance.

I share some of the concerns that my noble friends have raised, and I am grateful to the noble Baroness, Lady Fox, for honing in on this further requirement that the Government seek to impose on clubs. I hope the Minister will respond to the points that they have raised.