England Test coach Brendon McCullum is in hot water after promoting betting ads

Brendon McCullum has been called in for talks with the ECB after Mail Sport reported he had been promoting a bookmaker on his social media accounts.

Officials at the governing body are examining whether the England Test head coach has broken the rules of their anti-corruption code, which bans participants from betting on games and from ‘directly or indirectly soliciting, inducing, enticing, persuading or encouraging any other party to enter into a bet in relation to the result, progress, conduct or any other aspect of any match or competition’.

The code suggests such a breach would carry a minimum one-year period of ‘ineligibility’. However, in what is perhaps an indication of what is likely to follow, the ECB say McCullum is not under investigation.

An ECB spokesperson added: ‘We are currently exploring the matter and in discussions with Brendon around his relationship with the Cypriot-based betting company, 22Bet. We have rules in place around gambling and will always seek to ensure these are followed.’

McCullum has recently been urging followers to place bets on the IPL with 22Bet India across his social media channels. In one ad, McCullum tells punters merchandise he has signed is up for grabs via 22Bet’s website.

Brendon McCullum has recently been promoting an Indian bookmaker on his social media

Officials at the ECB are examining whether he has broken the rules of their anti-corruption code and have called him in for talks to discuss the issue

The ECB find themselves in a tricky position, given England’s upturn in fortunes under McCullum, who is well-liked by players.

Since his arrival, a previously beleaguered side have won 10 of their past 12 Tests, after previously winning just one out of 17.

In the process, they have also captured the cricketing world’s imagination with their aggressive, entertaining approach, which has been christened ‘Bazball’, after McCullum’s nickname.

The situation comes after newly-appointed England football coach Jimmy Floyd Hasselbaink agreed to stop providing promotional content for betting firms after he was slated for giving an interview to a gambling company banned from operating in Ukraine.

The popular Kiwi coach has helped to transform a previously beleaguered England Test team