Unlicensed gambling companies could lose the right to sponsor Premier League clubs under new government plans. Ministers launched a consultation after a series of controversies and regulatory concerns.
Several top-flight teams, including Everton, Fulham and Wolverhampton Wanderers, currently display logos of online casinos or bookmakers without a British licence. Clubs have already agreed to remove all gambling sponsors from the front of shirts after this season. That voluntary move will not cover sleeve deals or other partnerships.
The proposed ban would close that gap. It would stop unlicensed operators from using Premier League links to promote their brands, even if they claim not to target UK customers.
The government cited weak consumer protections and possible links to organised crime. Culture secretary Lisa Nandy said major clubs should not promote companies that fail to meet British regulatory standards.
Everton’s agreement with Stake.com has drawn the most attention. The deal is reportedly worth £10m a year. Stake faced scrutiny in 2022 over the use of cryptocurrency betting while it still held a UK licence. The club later asked the firm to remove its branding from a high-value betting promotion because of problem-gambling fears.
Stake surrendered its British licence last year during a Gambling Commission investigation into its marketing. The probe included a controversial social media stunt involving an adult content creator. Despite losing its licence, the company continues to sponsor Everton.
Many of these firms entered the market through the Isle of Man company TGP Europe. The regulator fined TGP £3.3m for anti-money-laundering failures and ordered tighter checks on partners. TGP has since withdrawn from the British market.
That exit means several sponsors, including those linked to Wolves, Fulham and Burnley, no longer hold licences in Great Britain. A full ban would block them from sleeve sponsorships and other commercial deals that would otherwise remain allowed next season.
