Premier League clubs are set to face a ban on sponsorships from unlicensed gambling operators as part of new Government initiatives.

Culture Secretary Lisa Nandy emphasized that it is “not right” for gambling companies without a UK license to sponsor major football clubs, as it raises their visibility and may mislead fans to unregulated sites that fail to adhere to our standards.

In 2023, the Premier League proactively pledged to eliminate gambling sponsorship from the front of jerseys by the end of this season. However, companies—including some unlicensed operators—are still permitted to negotiate deals that allow their logos on shirt sleeves. Currently, clubs like Fulham, Bournemouth, Wolves, and Burnley have partnerships with unlicensed gambling firms, primarily facilitated through TGP Europe.

This company operated a “white label business model,” offering UK licenses to various gambling entities. However, TGP left the UK market last year following a ruling by the Gambling Commission that required significant changes and imposed a £3.3m penalty for continued operations. Although these clubs are not breaking any laws by maintaining these sponsorships—given that the gambling operators are not accessible to UK consumers—ministers are concerned that the branding could entice sports fans towards unregulated sites. There is a strong desire to abolish such sponsorship entirely, especially given the association of unlicensed gambling with organized crime.

Unlicensed operators bypass crucial consumer protections, such as mandatory checks for financial vulnerability and responsible advertising practices. Moreover, they often lack adequate data protections, putting customers at risk of fraud and identity theft, as noted by the Department for Culture, Media and Sport.