Half of EPL clubs could lose gambling sponsors under UK ban
Half of the Premier League’s clubs could be forced to drop gambling sponsors under plans to ban partnerships with operators that do not hold a British gambling licence.
Ten of the league’s 20 clubs now have sponsorship or advertising arrangements with gambling companies that are not licensed by the UK Gambling Commission, according to analysis published as the government considers how to implement the crackdown.
The number has increased from six clubs earlier in the summer, despite the Premier League introducing its voluntary ban on gambling companies appearing on the front of playing shirts from the 2026-27 season.
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The government’s proposal goes considerably further.
Under the Department for Culture, Media and Sport plan, clubs, leagues, venues and other organisations would be prohibited from entering sponsorship or advertising agreements with gambling operators that do not hold a Gambling Commission licence.
The preferred option is for the ban to take effect in August 2027, before the start of the 2027-28 football season. Continuing to display an unlicensed gambling sponsor after the rules take effect could become a criminal offence.
Everton has a three-year sleeve deal with Stake.com, while Fulham moved SBOTOP branding from its playing shirts to training kit following the Premier League’s front-of-shirt changes.
Chelsea, Tottenham and several other clubs also have arrangements involving stadium advertising or player-related branding.
8XBet alone has commercial agreements with Chelsea, Newcastle United, Aston Villa, Ipswich Town and Coventry City, according to The Guardian.
The affected gambling sites primarily target customers outside Britain, particularly in Asian markets, and their websites are generally geo-blocked to British users.
That currently allows clubs to work with them without necessarily breaking gambling advertising laws, provided the operators remain inaccessible to consumers in Great Britain.
The Gambling Commission already warns sports organisations that they must ensure unlicensed gambling brands cannot be accessed from Britain, noting that IP blocking can be circumvented and that clubs must continually monitor such arrangements.
The government now wants to close that loophole entirely.
DCMS said the present system undermines consumer protection and the licensed gambling market because offshore brands can use high-profile British sport to build global recognition despite not being subject to Gambling Commission rules.
It has also cited money-laundering risks associated with football sponsorship, as well as concerns that British consumers can bypass geo-blocking through VPNs.
The Premier League is understood to be pushing back against an outright ban, arguing that the sponsorships provide substantial commercial revenue and that the brands concerned are primarily targeting overseas customers rather than British gamblers.
The financial stakes are significant. The government estimated that about 40% of Premier League clubs had unlicensed gambling sponsorship or advertising agreements during the 2025-26 season and acknowledged that some teams could face commercial disruption if existing contracts are cut short.
One alternative being considered would allow existing agreements to run until their original expiry dates, provided none extends beyond the beginning of August 2028.
Licensed Uk betting sites are lobbying in the opposite direction.
Entain, owner of Ladbrokes, reportedly wrote to all 10 Premier League clubs with unlicensed gambling partnerships, arguing that offshore operators do not have to provide safeguards required of Gambling Commission licensees, including Gamstop participation and other player protection measures.
The government consultation closed on September 9, with ministers expected to announce their final approach later this year.
The proposed rules would extend beyond football and cover physical gambling sponsorship and advertising throughout British sport and other sectors, including signage, playing and training kits, venue branding and event naming rights.
Online advertising is not included in the current proposal and would require separate legislative action.
