The UK government is set to launch a consultation on proposals to ban unlicensed gambling operators from sponsoring British sports teams. Regulators seek to close a loophole that currently allows offshore betting brands to partner with clubs. These partnerships occur despite those brands lacking a UK gambling licence.
According to reports, the Department for Culture, Media and Sport (DCMS) will begin the consultation this week. This follows months of delays that allowed several new sponsorship agreements to be signed.
Consultation Targets Regulatory Gap
The review follows plans announced earlier this year to remove unlicensed gambling brands from British sports sponsorships. The government expected the consultation in spring. Critics raised concerns after delays. Everton FC then signed a three-year sleeve sponsorship deal with Stake.com. The operator does not hold a UK gambling licence.
Although Stake says it does not accept bets from UK customers, current legislation does not prevent unlicensed operators from sponsoring British sports clubs.
Industry Raises Concerns
Before Everton announced its deal, Entain CEO Stella David warned the government that clubs were likely finalising sponsorship agreements with unlicensed operators. She argued that continued delays could signal approval for such partnerships and suggested the government should inform clubs that it could cancel future deals if it introduces new rules.
David also warned that unlicensed operators may divert tax revenue, expose consumers to greater risks, and benefit organised crime. There is no suggestion that her comments were directed specifically at Stake.
Stake Faces Regulatory Scrutiny
Stake withdrew from the UK market last year after its white-label partner, TGP Europe, surrendered its operating licence during a Gambling Commission review.
Following that decision, the Gambling Commission warned sports organisations that promoting unlicensed gambling businesses serving UK consumers could expose clubs and executives to prosecution.
New Rules Continue to Evolve
The proposed consultation comes after the Premier League’s voluntary ban on front-of-shirt sponsorships by casino and sportsbook operators took effect for the 2026–27 season. As a result, many gambling sponsorships have shifted to shirt sleeves and training apparel. Meanwhile, pitchside advertising remains permitted.
A DCMS spokesperson said unlicensed gambling operators must not sponsor major British sports teams. These partnerships raise brand awareness and lack required consumer protections under UK regulations.
