The UK government is preparing a measure that would change the rules of the game in the world of sports and betting: banning gambling operators without a British license from sponsoring sports teams across the country.
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The initiative was announced by Lisa Nandy, Culture Secretary, and stems from a reality that has been causing concern for years. Today, companies without a local license can sponsor British clubs through “white label” agreements, a legal formula that allows them to appear publicly backed by partners who do have authorization. This model could face greater restrictions if the reform moves forward.
Why the sports sponsorship ban now
The case that raised alarms occurred in February 2025, when the Stake platform lost its operating license in the UK and yet continued as a sponsor of Everton in the Premier League. The episode highlighted a regulatory loophole that the government now wants to close.
Clubs like Bournemouth, Sunderland and Wolverhampton Wanderers maintain shirt deals with white-label partners under this same modality.
For Nandy, the problem is clear: unlicensed operators do not face the same restrictions as authorized brands and, therefore, represent a greater risk to consumers. “When placing a bet on the big game, fans deserve to know that the sites they use are properly regulated, with the right protections,” she stated.
What the UK government is proposing
The public consultation will launch this spring and will gather opinions from professional sports stakeholders and the gambling industry. If new laws are passed, only UK-licensed operators could sign sponsorship deals with teams and clubs, including those in the Premier League.
The government clarified that, for now, clubs are not acting illegally by maintaining these contracts. However, the visibility that unlicensed operators gain through these deals can direct users toward platforms operating outside the protections of the Gambling Commission.
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Baroness Twycross, Minister for Museums, Heritage and Gambling, was direct: “We know the real harm that unregulated gambling can cause, exploiting vulnerable people and leaving consumers without the protections they deserve. We will not hesitate to act when we see people at risk.”
A broader plan against illegal gambling
This consultation is part of a broader strategy. In January 2025, the government created an Illegal Gambling Taskforce, led by Baroness Twycross herself, which works alongside companies like Google, Mastercard, TikTok and Visa. Its goal is to curb advertising by illegal operators on social media, block payments to unlicensed sites and strengthen coordination between agencies.
The context of football sponsorship
The measure comes at a time of transition for sports sponsorship. From the end of the 2025-26 season, the Premier League is banning gambling sponsorships on the front of shirts, although sleeves remain available, as do LED boards and deals outside the UK.
In this scenario, operators like Bet365 are already seeking partnerships with competitions instead of clubs to maintain brand visibility. “A betting partnership with a football club will still have immense value,” noted a legal source in the sector, recalling that sleeves, hoardings and international markets remain open.
The government consultation is no surprise: both the Department for Culture and the Gambling Commission warned last year that the white-label model was under review.
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