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Half of the Premier League could need new gambling partners under planned UK rules targeting sponsorship and advertising agreements with operators that lack a Gambling Commission licence.
Ten of the 20 clubs now have commercial relationships with unlicensed gambling brands, up from six before the summer. The issue has become more urgent after a government consultation closed on September 9, with ministers considering restrictions from 2027.
Good to Know
The debate reaches beyond front of shirt deals. Premier League clubs have already started the voluntary ban on gambling brands appearing on the front of player shirts, but operators still appear on sleeves, training kits, perimeter boards and other club advertising.
Everton, for example, recently agreed a three year sleeve partnership with Stake.com. Fulham transferred SBOTOP branding to training wear, while clubs including Chelsea and Tottenham have gambling agreements covering stadium advertising or player branding.
8XBet, licensed in Curaçao rather than Great Britain, also has commercial agreements involving Chelsea, Newcastle, Aston Villa, Ipswich and Coventry.
Government proposals would close a current legal route that allows British businesses to advertise operators without a UK licence when those gambling services are blocked for consumers in Great Britain. DCMS argues that VPN use can bypass those restrictions.
The preferred government option would require all unlicensed gambling advertising and sponsorship at sporting events to end before August 2027. Another option would stop new deals while allowing existing contracts to run until no later than August 2028.
That distinction could determine how much revenue Premier League clubs lose and how quickly they need replacement sponsors.
Licensed gambling companies have backed tougher rules. Entain, owner of Ladbrokes, contacted all 10 Premier League clubs with links to unlicensed operators.
“The risk to football, sport integrity and society is real,” the letter states. “Unlicensed operators are not required to offer the safeguards that licensed operators must, including Gamstop self-exclusion, deposit and spending limits, and affordability checks. This removes the protections most likely to prevent consumer harm, meaning vulnerable customers unfairly pay the price for the partnerships that their clubs make.”
The letter also singled out Everton and Stake.com.
“Everton’s association with Stake.com is particularly at odds with the prime minister’s longstanding support for the club. It seems unimaginable that, having made his government’s opposition to unlicensed gambling agreements clear, Andy Burnham would become a billboard for unregulated gaming by wearing the club’s current strip.”
The commercial stakes have grown alongside the unlicensed UK gambling market. Campaign for Fairer Gambling research cited in reporting estimated that unlicensed operators generated £379 million from British customers during the first half of 2025, equal to about 9% of the online gambling market. The estimated share stood at 2% in 2022.
The Premier League has argued against an outright prohibition because many partner brands mainly target customers in Asia and block direct access from Britain.
However, DCMS says the present framework weakens consumer protection and creates money laundering risks. The department also said unlicensed platforms may lack safeguards and fraud protections required of Gambling Commission licensees.
A final government response is due after officials review consultation submissions. The consultation document says ministers plan to announce the decision later in 2026.
FAQ
How many Premier League clubs have unlicensed gambling partnerships?
Ten of the 20 Premier League clubs have sponsorship or advertising arrangements with gambling operators that do not hold a Gambling Commission licence.
When could the UK gambling sponsorship ban begin?
The government preferred option would introduce a fixed deadline before the 2027 to 2028 football season, with unlicensed sport sponsorship ending by August 2027.
Would existing Premier League gambling deals continue?
Possibly. One consultation option would allow contracts signed before the new legislation to continue under their existing terms until the beginning of August 2028.
Why does the government want to ban the deals?
DCMS says the change would strengthen consumer protection, protect the regulated gambling market and reduce money laundering risks connected with unlicensed gambling sponsorship.