The UK government is preparing to launch a consultation aimed at banning unlicensed gambling operators from sponsoring British football clubs, addressing concerns about consumer protection and gambling-related harm.
Since early 2026, delays in government action have allowed offshore gambling companies without UK licences to secure high-profile sponsorship deals with Premier League teams. A prominent example is Everton FC’s three-year sleeve sponsorship agreement with Stake.com, a crypto casino that surrendered its UK licence last year amid regulatory scrutiny.
Stake.com maintains that it does not accept bets from UK consumers, but current legislation does not prohibit unlicensed operators from sponsoring football clubs. This legal gap has raised concerns about the promotion of gambling brands that operate outside UK regulation, potentially exposing players and bettors to unregulated services lacking consumer safeguards.
The Gambling Commission has issued warnings to football clubs and their executives, stating that promoting unlicensed gambling businesses could result in prosecution. The forthcoming government consultation will seek expert input on proposals to close this loophole and enhance protections for consumers.
Licensed gambling operators have expressed strong concerns about the situation. Stella David, CEO of Entain, the owner of Ladbrokes, wrote to the gambling minister in June urging swift government intervention. She highlighted the risks posed by unlicensed operators, including illegal betting activities in the UK that can “profit international criminal networks, deprive the Treasury of tax revenues and have a detrimental effect on the wellbeing of UK consumers, especially the most vulnerable.“
David warned that the delay in government action “raises the real and imminent risk of football clubs interpreting the absence of government action as a green light to enter into new sponsorship agreements for next season. These deals are surely now being finalised.” She also urged the government to consider the possibility of cancelling sponsorship agreements mid-season if a ban is introduced.
A senior industry source criticized the Everton deal, calling on Andy Burnham, a lifelong Everton fan and vocal critic of the gambling industry, to condemn the sponsorship. The source said, “Burnham became stridently anti-gambling when he became mayor of Manchester, but his own football club is taking money from an unregulated gambling company.”
For players and bettors, these developments indicate a move toward stronger consumer protections against unregulated gambling brands that may not follow UK standards for responsible gambling and fair play. The government’s planned consultation aims to ensure that gambling advertising linked to football remains within the scope of UK regulation, reducing exposure to potentially harmful or illegal gambling services.
Consumers are advised to verify that gambling operators linked to football sponsorships hold valid UK licences before engaging with their services. The consultation and any resulting new rules could create a safer betting environment by limiting the visibility and influence of unlicensed gambling firms in popular sports.
For more information on UK gambling regulation and player protection, visit GamblingNews.today UK and Responsible Gambling.
Source: Gambling | The Guardian.
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