UK launches consultation to ban unlicensed gambling sponsorships in sports
Sports clubs could be prohibited from signing sponsorship deals with unlicensed betting firms.
1What does the new regulation propose?
The UK government has opened a consultation to criminalize sponsorship deals between sports clubs and betting companies not licensed by the Gambling Commission. The proposal covers all commercial partnerships from shirt sponsorships to stadium advertising.
2Why now?
The loophole exposed when TGP Europe lost its license in 2025 allowed unlicensed operators to increase their presence in British sports. The government warns these companies may have ties to organized crime and fail to provide consumer protections.
3Football to be most affected
An estimated 40% of Premier League clubs had sponsorship deals with unlicensed betting operators during the 2025/26 season. Football will feel the biggest impact as it has long relied heavily on gambling partnerships.
4Industry support exists
Sector representatives like Entain and Betting and Gaming Council welcomed the consultation. Licensed operators highlight how unlicensed rivals avoid taxes and consumer protections, urging clubs to take voluntary action.
5Timeline and transition
The government aims to implement the ban before the 2027/28 season but is considering allowing existing deals to continue until August 2028. Premier League clubs already voluntarily removed front-of-shirt gambling sponsorships from 2026/27.
6Part of a broader crackdown
Experts emphasize that sponsorship bans alone won't suffice, requiring a comprehensive digital strategy covering search engines, social media, and payment systems. The UK's illegal gambling market is estimated to have reached £16.6bn in 2025.