The UK government is preparing to implement stricter regulations on unlicensed gambling operators sponsoring British sports teams, following criticism over delays in proposed reforms that have enabled offshore firms to secure high-profile partnerships with Premier League clubs.
Plans to restrict unlicensed gambling sponsorships in football have faced setbacks since February, when the Department for Culture, Media and Sport (DCMS) indicated a review would commence in the spring. The consultation, expected to launch imminently, aims to address concerns about the lack of regulatory oversight for such agreements.
The urgency of the issue was underscored by a recent sponsorship deal signed by Everton FC during the policy delay, drawing criticism from Entain CEO Stella David. In a letter to gambling minister Baroness Twycross, David warned that the absence of government action had encouraged unlicensed operators to finalize deals, potentially exposing clubs and consumers to risks.
Everton’s three-year sleeve sponsorship with Stake.com, a crypto-based gambling platform, sparked controversy after the company previously surrendered its UK license amid regulatory scrutiny, including allegations of improper brand promotion through influencers. While Stake claims it does not accept UK bets, critics argue such partnerships undermine regulatory standards.
The Gambling Commission has reminded sports organizations that they may face legal consequences if found promoting unlicensed gambling firms targeting UK consumers. However, current laws do not prohibit unlicensed operators from sponsoring British teams, a loophole the upcoming consultation seeks to close.
David further alleged that some unlicensed casinos operate illegally in the UK, funneling profits to criminal networks while depriving the Treasury of tax revenue and harming vulnerable consumers. Stake has denied wrongdoing and stated it adhered to compliance measures, though past investigations highlighted questionable practices, including cryptocurrency betting promotions.
Under a voluntary agreement set to take effect in 2026, Premier League clubs will ban front-of-shirt sponsorships with gambling operators, redirecting such partnerships to sleeves and training kits. The government emphasized its intent to prohibit unlicensed operators from all sports sponsorships, stating: “It is unacceptable that companies failing to meet our regulatory standards can gain prominence through association with top-tier football clubs.”
Stake did not respond to requests for comment, while Everton FC and Andy Burnham declined to comment.