Half of the Premier League’s 20 clubs currently hold sponsorship or advertising deals with gambling companies that are not licensed in the United Kingdom, raising concerns as the government prepares to potentially ban such arrangements next year. An ongoing consultation, set to close this Wednesday, is considering measures that would prohibit sponsorship from betting operators without UK licenses, a move that could cost Premier League clubs tens of millions of pounds in revenue.
The Premier League has reportedly pushed back against the proposed ban, arguing that many of the companies in question primarily target markets in Asia and do not offer services within the UK. However, these operators enable UK users to place bets through virtual private networks (VPNs), which has prompted calls for stricter regulation. Recent analysis shows that the number of top-flight clubs partnered with unlicensed operators has risen from six to ten over the summer months.
This increase coincides with the league’s voluntary decision at the start of the current season to disallow front-of-shirt gambling sponsorships, leading clubs to seek alternative commercial deals. For example, Everton entered a three-year sleeve sponsorship deal with Stake.com, an online crypto casino unlicensed in the UK, while Fulham moved its SBOTOP sponsorship from players’ shirts to training kits. Meanwhile, other clubs including Chelsea and Tottenham maintain agreements involving stadium perimeter advertising or player branding tied to unregulated operators.
One notable company in these arrangements, 8XBet, licensed in Curacao, has partnerships with Chelsea, Newcastle, Aston Villa, Ipswich, and Coventry. The unregulated gambling market in the UK has grown substantially, with unlicensed firms generating approximately £379 million from UK users in the first half of 2025. This accounts for about 9% of Britain’s £8.2 billion online gaming sector, up from 2% in 2022, according to the Campaign for Fairer Gambling.
The government’s move to ban unlicensed gambling sponsorship is driven by concerns over consumer protections that these operators lack, including affordability checks, spending limits, and self-exclusion programs. Officials cite links between unregulated betting, financial harm, addiction, and even suicide as motivating factors for stricter controls.
Everton’s deal with Stake.com has drawn particular scrutiny, especially given that Andy Burnham, the UK’s Health and Social Care Secretary, is a known supporter of the club and attended their recent match against Crystal Palace. Major licensed betting operator Entain, which owns Ladbrokes, has urged the Premier League clubs involved to reconsider their partnerships with unlicensed companies. In a letter to Everton, Entain stressed the risks to sport integrity and consumer safety, referencing Burnham’s government stance against unregulated gambling.
Gambling Minister Vicky Foxcroft has indicated in communications with industry stakeholders that the ban is expected to be implemented next year, although the government may allow existing contracts to expire naturally amid pressure from the Premier League. While clubs rely heavily on gambling sponsorships as a significant revenue source, critics warn that continuing relationships with unlicensed operators pose reputational and commercial risks.
The connection between unlicensed gambling and the financing of pirated sports broadcasts also threatens the Premier League’s lucrative television rights deals, valued at around £12 billion. A recent report from the Campaign for Fairer Gambling highlights the mutually beneficial relationship between clubs and unregulated betting firms, warning of potential damage to football’s brand if tighter restrictions are not enforced.