UK government to crack down on unlicensed operators sponsoring sports clubs

UK taskforce to improve cross-agency collaboration, stop illegal advertising on social media and prevent payments to unlicensed sites 

Betting companies that don’t hold a gambling licence in the UK could be barred from sponsoring Premier League football teams and other sports clubs.

The grey area here is that the companies are not trying to offer betting in the UK, and so are therefore not illegal. Several teams in the English football leagues have sponsorship arrangements with unlicensed gambling operators.

Ministers are said to be ‘deeply concerned’ about the dangers posed by the unlicensed gambling market, which they say has been linked to organised crime. Unlicensed operators do not adhere to laws and guidelines designed to protect customers, including mandatory financial vulnerability checks, responsible advertising, and fair terms. They often lack data protection, leaving customers vulnerable to fraud and identity theft.

The government’s new consultation on sports sponsorship, to be launched this Spring, will mitigate the risks associated with the illegal market, and help eliminate unfair competition for properly regulated firms.

Culture Secretary Lisa Nandy said: “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.  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.

“The new measures would mean gambling companies without a UK licence would be restricted from entering into any sponsorship arrangements with sports clubs, including in the Premier League, where a number of clubs currently carry sponsorship from operators not licensed in Great Britain,” she added. “Last year the Premier League voluntarily committed to removing all gambling sponsorship from the front of shirts by the end of the 2025-26 season.  However gambling operators, including those that are unlicensed, are currently able to strike deals, including logos on shirt sleeves, that give them a major presence in the country’s most-watched sports league.

“Clubs are currently not acting unlawfully in maintaining these sponsorship arrangements as long as the gambling operators are not accessible to UK consumers. However, ministers believe there is a strong case for stopping unlicensed sponsorship altogether given the brand visibility could drive consumers towards unlicensed sites operating outside the Gambling Commission’s regulatory protections.”

A taskforce set up by Gambling Minister Baroness Twycross will look to improve cross-agency collaboration, stop illegal operators advertising on social media platforms and prevent payments to unlicensed sites 

Gambling Minister Baroness Twycross said: “We know the real harm that unregulated gambling can cause, exploiting vulnerable people and leaving consumers without the protections they deserve.  This consultation, alongside the work of our Illegal Gambling Taskforce, shows how seriously this government is taking the issue. We will not hesitate to act where we see people being put at risk.

“This consultation forms part of the government’s separate, wider work to address concerns around gambling. Last month, the government launched an Illegal Gambling Taskforce, bringing together major companies including Google, Mastercard, TikTok and Visa alongside law enforcement and gambling bodies to tackle illegal gambling.”

“Any move to prevent unlicensed gambling operators from gaining visibility through Premier League sponsorships is a positive step,” said Fiona Palmer, chief executive of Gamstop, a gambling harm-reduction non-profit group. 

A Betting and Gaming Council Spokesperson said: “The Betting and Gaming Council welcomes the Government’s plan to act to stop Premier League clubs accepting sponsorship from gambling operators that do not hold a UK licence.

“Culture Secretary Lisa Nandy is right that gambling companies without a UK licence should be banned from sponsoring Premier League clubs and should go further to prevent these harmful illegal companies from sponsoring any sport in the UK.”

“At a time when the regulated sector is facing significantly higher taxation and ever tighter regulation while reducing advertising spend, it is more important than ever that firm action is taken against the growing harmful black market.

“Licensed members of the Betting and Gaming Council are regulated in Britain and follow strict rules on consumer protection, safer gambling and robust financial safeguards. Whereas, the illegal, harmful black market operators do not. They undermine player protections, avoid taxes, ignore safer gambling standards and put consumers at serious risk.

“We support action that protects fans, upholds standards and keeps customers safe within the regulated market.”