Kevin Pietersen has informed the England and Wales Cricket Board (ECB) that he will not promote his new gambling sponsorship while fulfilling his role as England’s specialist white-ball mentor. This development follows Pietersen’s recent signing as a brand ambassador for Dafabet, an online gambling company licensed to operate in the United Kingdom.
Pietersen, a former England batter, is contracted to support Brendon McCullum’s white-ball coaching team for approximately 150 days over the next 13 months, concluding with the 50-over World Cup co-hosted by South Africa, Zimbabwe, and Namibia. His association with a betting company poses potential challenges for the ECB, which enforces strict anti-corruption rules regarding gambling.
Under the ECB’s anti-corruption code, any participant is prohibited from directly or indirectly encouraging or facilitating betting on any match or competition. The board does not accept advertising revenue from gambling operators, has banned Hundred franchises from entering sponsorship agreements with betting firms starting next year, and requires county clubs receiving commercial gambling income to reinvest those proceeds into infrastructure or community programs. Furthermore, all individuals involved in cricket are barred from placing bets themselves—a rule that previously resulted in a 16-month ban for England fast bowler Brydon Carse after he was found to have placed numerous bets between 2017 and 2019.
Although Pietersen will not be involved in the upcoming 50-over tri-series in Pakistan featuring Sri Lanka, he is expected to participate fully in England’s forthcoming winter tours of Australia and South Africa, as well as all domestic white-ball matches next summer leading to the World Cup. His commitment to abstain from promoting Dafabet during these duties may limit the extent to which he can engage with his sponsorship.
This is not the first time the ECB has confronted complexities related to individuals linked with gambling companies. Three years ago, McCullum, who was then England’s Test coach, served as an ambassador for the Cyprus-based betting firm 22bet. He publicly promoted 22bet’s Indian Premier League betting markets on social media platforms, prompting an ECB investigation. The board ultimately ruled that McCullum did not breach its anti-corruption code; nevertheless, he voluntarily ended his relationship with 22bet. Unlike 22bet, which operates under an offshore license from Curacao, Dafabet holds a UK regulatory license.
The ECB’s handling of Pietersen’s gambling endorsement continues to underscore the board’s careful balance between accommodating commercial relationships and maintaining the integrity of the sport.