The Premier League could observe a significant shift in sponsorship deals as the UK government moves to block unlicensed gambling companies from partnering with sports teams. A consultation is set to launch this spring, signaling a crackdown on operators without a UK license and addressing concerns over consumer protection and links to organized crime. The move comes as several top-flight clubs currently benefit from sponsorships from firms that do not meet British regulatory standards.
The proposed ban aims to mitigate risks associated with the illegal gambling market, including a lack of financial vulnerability checks, responsible advertising practices, and adequate data protection measures. Ministers are increasingly worried about the potential for fraud, identity theft, and the connection between unlicensed betting and criminal activity. This action underscores a growing effort to ensure a safer gambling environment for fans, with a focus on protecting those who enjoy betting on sports like football.
Currently, 11 Premier League clubs feature a betting company as their main shirt sponsor, according to reports. Four of those – Bournemouth, Fulham, Burnley, and Wolves – are sponsored by betting websites owned by TGP Europe, a firm that surrendered its British license last year after failing to meet regulatory requirements. An investigation revealed TGP Europe did not “carry out sufficient checks on business partners” and breached “anti-money laundering rules,” as reported by the BBC. These four clubs, along with Newcastle United, received warnings from the Gambling Commission last year, stating they could face prosecution for promoting the unlicensed brands.
Other Premier League clubs with sponsorships from operators that have lost their UK licenses include Everton, partnered with Stake, and Sunderland, sponsored by W88. Stake lost its UK license in 2023, with TGP Europe previously operating the site through a white-label arrangement. Despite these concerns, clubs are not currently breaking the law by maintaining these partnerships, though the Premier League has already voluntarily agreed to end all front-of-shirt gambling sponsorship beginning with the end of the current season.
Protecting Consumers and Ensuring Fair Competition
UK Culture Secretary Lisa Nandy emphasized the importance of consumer protection, stating, “When placing a bet on the massive match, fans deserve to know the sites they’re using are properly regulated, with the right protections in place.” She added, “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.” This sentiment was echoed by the Betting and Gaming Council, which posted on X (formerly Twitter): “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.”
The government’s concerns extend beyond consumer safety to encompass fair competition within the gambling industry. Unlicensed operators are not bound by the same regulations as their licensed counterparts, giving them an unfair advantage. The consultation will explore how a sponsorship ban can level the playing field and encourage responsible gambling practices. The Department for Culture, Media and Sport (DCMS) outlined these concerns in a press release issued on February 23, 2026.
What’s Next for Sports Sponsorship in the UK?
The upcoming consultation will be crucial in determining the scope and implementation of the potential ban. The government will seek input from stakeholders across the sports and gambling industries to ensure the new regulations are effective and proportionate. Even as the Premier League has already taken steps to phase out front-of-shirt gambling sponsorships, this broader ban could extend to other forms of advertising and sponsorship, including stadium naming rights and pitch-side advertising.
The move reflects a wider trend towards increased scrutiny of gambling advertising and sponsorship in the UK. The government is committed to protecting vulnerable individuals and creating a safer gambling environment for all. As the consultation progresses, stakeholders will be closely watching to see how these changes will reshape the landscape of sports sponsorship in the years to come.
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