Half of the Premier League’s 20 clubs face losing lucrative sponsorship deals with unlicensed gambling companies if the UK government proceeds with plans to ban such advertising next year. The government’s consultation on banning sponsorship from gambling operators not licensed in the UK closes soon, putting clubs with deals from firms based overseas or licensed elsewhere at risk of losing tens of millions of pounds in revenue.
Currently, 10 Premier League clubs have commercial relationships with unlicensed gambling operators, a number that has increased from six this summer. These deals include sleeve sponsorships, perimeter advertising at stadiums, and player branding. For example, Everton has a three-year sleeve sponsorship with Stake.com, an online crypto casino licensed in Australia and Curaçao. Other clubs like Chelsea, Tottenham, and Fulham also have ties to unlicensed operators.
For players and bettors, this development highlights ongoing concerns around unlicensed gambling firms. These companies often do not provide the consumer protections required by UK-licensed operators, such as affordability checks, deposit and spending limits, and access to self-exclusion schemes like Gamstop. The growth of unregulated betting has been linked to increased financial harm, addiction, and even suicide among vulnerable customers.
The government’s move aims to reduce these risks by ensuring that gambling advertising and sponsorships come only from operators subject to UK regulation and player protection standards. This could help limit exposure to unregulated gambling products, which are often harder for consumers to identify as risky or unsafe.
However, the Premier League has lobbied against the ban, arguing that many of these unlicensed operators primarily target markets outside the UK, and their services are not officially available domestically. Yet, anyone with a VPN can access these sites and place bets quickly, which means the potential for harm remains.
Entain, owner of Ladbrokes and William Hill, has urged clubs to end affiliations with unlicensed operators, emphasizing the risks to football integrity and society. In a letter to clubs, Entain stated, “The risk to football, sport integrity and society is real,“ highlighting the lack of safeguards from unlicensed firms that protect consumers from gambling harm.
Unregulated betting has grown significantly in recent years, with unlicensed operators earning £379 million from UK users in the first half of 2025, according to the Campaign for Fairer Gambling. This accounts for 9% of Britain’s £8.2 billion online gaming market, up from 2% in 2022.
For players, bettors, and consumers, the proposed ban could mean safer gambling environments and reduced exposure to unregulated operators. It also signals a tightening of the UK gambling market to prioritize player protection and responsible gambling measures. Players concerned about gambling harm should continue to use available tools such as self-exclusion programs and seek support if needed.
Clubs may need to seek sponsorships from UK-licensed operators, which could affect the scale and nature of gambling advertising seen in football. This change may also influence the availability and marketing of certain betting products to UK consumers.
The government’s consultation and potential ban represent a step toward reducing unregulated gambling’s footprint in popular sports, aiming to protect consumers from associated risks.
For more details, see the original report by The Guardian and related coverage by SBC News.
Related coverage on tightening gambling regulation can be found in our UK gambling news section and for player protection resources visit Player Protection.
- BETBY Launches Slot-Style Sports Betting to Boost Player - September 9, 2026
- Half of Premier League Clubs May Lose Sponsors - September 9, 2026
- B2B Marketing Threats Pose Indirect Risks for Gambling - September 8, 2026