Unlicensed gambling operators face being blocked from sponsoring British sports teams, including Premier League clubs, as the Government sets out plans to consult on a ban as part of its crackdown on illegal gambling.
In a statement on Monday (23 February), the government said that ministers are deeply concerned about the dangers posed by the unlicensed gambling market, which 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 protections, leaving customers vulnerable to fraud and identity theft.
The government said that its 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.
New measures
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.
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.
“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,” said Culture Secretary Lisa Nandy.
“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.”
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