The government clarified that, at present, clubs are not breaking any laws by maintaining sponsorship agreements with unlicensed gambling operators. UK Unlicensed Gambling Sponsorships
UK Culture Secretary Lisa Nandy has announced that the government plans to consult on a possible ban preventing unlicensed gambling operators from forming sponsorship deals with sports teams across Great Britain. Presently, companies without a UK license can sponsor UK sports teams through white-label partnerships with locally licensed firms. However, under the proposed new legislation, such arrangements would be prohibited. Only operators holding a UK gambling license would be permitted to partner with sports teams and clubs, including those in the English Premier League.
The call for stricter rules on gambling sponsorships has been growing for some time. The issue gained particular attention in February 2025, when Stake lost its UK operating license but continued sponsoring Premier League club Everton indefinitely. Several UK clubs, including Bournemouth, Sunderland, and Wolverhampton Wanderers, currently have shirt sponsorship deals with white-label partners.
Nandy emphasized the importance of addressing this issue, noting that operators not licensed in the UK do not face the same regulatory restrictions as licensed brands, which could pose risks to consumers. “When placing a bet on the big match, fans deserve to know the sites they’re using are properly regulated, with the right protections in place,” she said. “It’s not right unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that don’t meet our regulatory standards.”
The consultation on gambling sponsorships is set to begin this spring. It will gather input from a broad range of stakeholders, including representatives from professional sports and the gambling industry. In announcing the consultation, the government made it clear that clubs are not currently acting unlawfully by maintaining sponsorship deals with unlicensed operators. However, because brand visibility could encourage players to visit unlicensed sites outside the regulatory protections of the Gambling Commission, a ban could reduce this exposure and enhance consumer protection.
“We know the real harm that unregulated gambling can cause, exploiting vulnerable people and leaving consumers without the protections they deserve,” said Baroness Twycross, Parliamentary Under-Secretary of State (Minister for Museums, Heritage and Gambling). “This consultation, alongside the work of our Illegal Gambling Taskforce, demonstrates how seriously this government is taking the issue. We will not hesitate to act where people are put at risk.”
The proposed ban is part of a broader effort to combat unlicensed gambling activity in the UK. In January, the government launched an Illegal Gambling Taskforce, working with major companies such as Google, Mastercard, TikTok, and Visa to crack down on illegal betting. Led by Baroness Twycross, the team will focus on stopping illegal operators from advertising on social media, blocking payments to unlicensed sites, and enhancing cooperation across agencies.
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Starting at the end of the 2025-26 season, front-of-shirt gambling sponsorship will be prohibited in the Premier League. However, operators including those without a license will still be allowed to sponsor players’ sleeves. In May 2025, various stakeholders told iGB that the landscape of UK Premier League gambling sponsorships would change after the front-of-shirt ban. Companies like Bet365 have been seeking alternative ways to maintain brand visibility through sponsorship deals with football clubs, beyond just shirt sponsorships.
“One thing’s for sure, there will still be significant value in betting partnerships with football clubs,” said a legal expert involved in sponsorship deals. “The sleeve sponsorships, LED advertising, and even international promotion via players are still options. If the deal is global, there’s still plenty of scope for brand visibility. The government’s actions aren’t surprising last year, both the Department of Culture, Media and Sport and the Gambling Commission indicated they were reviewing the current white-label sponsorship model.” UK Unlicensed Gambling Sponsorships
