UK targets unlicensed gambling sponsors in major sports crackdown
The UK government is preparing to tighten the rules on who can sponsor the country’s biggest sports teams, with ministers setting out plans to stop unlicensed gambling companies from striking sponsorship deals with clubs, including those in the Premier League.
Culture Secretary Lisa Nandy confirmed that a formal consultation will launch this spring. The proposal would prevent gambling operators that do not hold a UK licence from partnering with British sports organisations. Officials believe those companies weaken consumer safeguards and risk steering fans toward sites that operate outside domestic regulation.
“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,” Nandy said in a statement. “It’s not right that 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.”
At the moment, clubs are allowed to sign sponsorship agreements with overseas operators provided those gambling services are not available to customers in Great Britain. In practice, that has meant fans regularly see logos for firms without a UK licence displayed on shirts and around stadiums, often through so-called white-label arrangements.
Unlicensed gambling sponsors: closing loopholes in soccer sponsorship
The move would go further than steps already taken by the Premier League. Top-flight clubs already agreed to withdraw front-of-shirt gambling sponsors by the end of the 2025-26 season, a voluntary measure designed to ease mounting political pressure. Even once that ban comes into force, gambling brands will still be able to feature on sleeves, training wear and pitchside advertising boards.
Soccer authorities have also signed up to a new industry code on gambling sponsorship, pledging to limit where logos appear and to include responsible gambling messaging. Critics, however, argue those voluntary commitments leave significant room for exposure, particularly among younger fans.
Recent deals have kept the debate alive. West Ham United confirmed a controversial new betting partnership that reignited questions about the sport’s reliance on gambling revenue. Leeds United, meanwhile, drew attention after unveiling a partnership with Parimatch that avoided breaching existing front-of-shirt restrictions. Across Europe, studies have highlighted how deeply gambling sponsorship is woven into soccer’s commercial model, estimating that a large share of top-division clubs rely on betting brands for a significant slice of income.
Ministers say unlicensed operators do not follow UK requirements such as affordability checks and strict advertising standards, leaving customers more exposed to fraud or exploitation. “This consultation forms part of the government’s broader commitment to protecting consumers and tackling illegal gambling,” said Baroness Twycross, Gambling Minister, underscoring that unlicensed operators can currently strike deals even if they cannot legally serve UK customers.
Alongside the consultation, the government has created an Illegal Gambling Taskforce bringing together banks, social media companies, law enforcement and gambling regulators to disrupt advertising and payment flows linked to illegal sites.
Supporters of the proposed sponsorship ban argue it would level the playing field for licensed firms and reduce the visibility of unregulated brands. Some critics warn that tougher restrictions could unintentionally drive bettors toward the black market. However, the Betting and Gaming Council supported the move, writing on X: “We agree with DCMS Secretary @lisanandy: it’s not right that gambling companies without a UK licence can sponsor Premier League clubs.
“If an operator wants the visibility and credibility of English football, they should meet the high regulatory standards set here in the UK.”
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