UK Plans Crackdown on Unlicensed Gambling Sponsors

LONDON: UK ministers are preparing to consult on a ban preventing unlicensed gambling operators from sponsoring British sports teams.

The move would target a loophole that allows offshore casino and betting brands to gain visibility through football clubs despite not holding a UK licence.

The Department for Culture, Media and Sport previously said the government would consult on blocking unlicensed gambling operators from sponsorship deals with sports clubs. The issue has returned to the spotlight after Everton signed a three-year sleeve sponsorship deal with Stake.com, a crypto casino brand that no longer operates under a Great Britain licence.

Consultation Would Target Sponsorship Loophole

The proposed ban would stop gambling companies without a UK licence from entering sponsorship arrangements with British sports clubs. The government has said unlicensed operators should not be able to use Premier League clubs as a platform to reach British audiences.

Under current rules, unlicensed operators can sponsor clubs if their gambling websites are not accessible to consumers in Great Britain. Ministers have argued that this still creates risk because club sponsorship can raise brand awareness and potentially draw fans toward sites operating outside UK regulatory protections.

The UK government sponsorship crackdown plan said unlicensed operators do not follow the rules that licensed businesses must meet, including financial vulnerability checks, responsible advertising standards and fair terms.

The review comes after the Premier League agreed to remove gambling sponsorship from the front of shirts by the end of the 2025-26 season. That voluntary measure does not cover sleeve sponsorships, training kit deals or pitchside advertising, leaving gambling brands with several routes into football visibility.

Stake Deal Raises Pressure on Clubs

Everton’s sleeve deal with Stake has intensified scrutiny of unlicensed gambling sponsorships. Stake previously sponsored the front of Everton shirts but its Great Britain-facing white-label partner, TGP Europe, later moved to shut down Stake.uk.com following Gambling Commission scrutiny.

The Gambling Commission notice on Stake leaving the GB market said the regulator would write to Everton and other clubs with unlicensed sponsors to warn of risks linked to promoting unlawful gambling websites.

The regulator said clubs would be asked to show they had carried out due diligence on white-label partners and could demonstrate that consumers in Great Britain could not transact with unlicensed sites. It also warned that club officers could face prosecution if they promoted unlicensed gambling businesses that accept British customers.

Stake has said it does not take bets in the UK. The company has not been accused of wrongdoing in relation to Everton’s new sleeve deal.

The delay between the government’s February announcement and the expected consultation has drawn criticism from parts of the licensed gambling sector. Entain chief executive Stella David reportedly warned ministers that clubs could treat the absence of immediate action as an opening to sign new deals before rules change.

Illegal Market Concerns Drive Reform

The sponsorship consultation forms part of the UK’s wider campaign against illegal gambling. The government has also pointed to work by an Illegal Gambling Taskforce focused on stopping illegal operators from advertising on social media, blocking payments to unlicensed sites and improving cooperation with law enforcement.

The latest reports follow the government’s earlier move to consult on a ban for unlicensed gambling sponsors, a proposal aimed at closing the route that allows offshore operators to gain visibility through British sport without holding a UK licence.

For licensed operators, the sponsorship issue is also a competition concern. UK-licensed gambling businesses face taxes, compliance costs and advertising rules that offshore operators do not necessarily follow when they target audiences from outside the regulated market.

For football clubs, the issue is commercial as well as regulatory. Gambling sponsorship has been a major revenue source, and restrictions on front-of-shirt deals have already pushed some operators toward sleeves, training wear and stadium advertising.

A ban on unlicensed gambling sponsorships would not remove licensed betting brands from British sport. It would instead draw a clearer line between operators regulated by the Gambling Commission and offshore businesses that do not meet UK licensing standards.

The consultation will determine how broad the restrictions could become and whether existing deals would be affected. If ministers proceed with a ban, clubs may need to reassess sponsorship contracts with offshore gambling brands before future seasons begin.

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