Ten Premier League Clubs Could Be Hit by Gambling Sponsor Ban

Ten Premier League clubs could lose sponsorship and advertising income under UK government plans targeting gambling companies that are not licensed in the country. The Guardian reported that half of the league's 20 clubs now have commercial relationships with such operators, up from six clubs earlier in the summer.

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An eight-week government consultation on a proposed ban is due to close on Wednesday. The measure could make sponsorship by unlicensed gambling businesses illegal next year, although the final policy and its treatment of existing contracts have not yet been settled. The Guardian said the Premier League is lobbying against a ban, arguing that the mainly Asia-facing services involved are not offered in the UK.

The increase in these partnerships follows the Premier League's voluntary prohibition on gambling companies appearing on the front of match shirts from this season. Everton have agreed a three-year sleeve sponsorship with crypto casino Stake.com, while Fulham moved SBOTOP branding from their playing shirts to training kit. Eight other clubs, including Chelsea and Tottenham, have arrangements involving stadium perimeter advertising or player branding.

The Guardian identified Curaçao-licensed 8XBet as having deals with Chelsea, Newcastle, Aston Villa, Ipswich and Coventry. Its analysis said the 10 top-flight clubs involved could collectively lose tens of millions of pounds if the proposed restriction takes effect. Licensed operators, including Ladbrokes and William Hill, support tougher action against companies outside the UK licensing system.

Government concern centres on consumer safeguards. Operators without UK licences are not required to provide measures demanded of licensed companies, such as self-exclusion, affordability checks and deposit or spending limits. The Campaign for Fairer Gambling estimated that unlicensed operators earned £379 million from UK users in the first half of 2025, representing 9% of an £8.2 billion online gaming market, compared with 2% in 2022.

The consultation also cites the role of sponsorship in raising awareness of unlicensed operators. A Frontier Economics study referenced by the government ranked sponsorship as the second-biggest source of consumer awareness after social-media advertising. The Campaign for Fairer Gambling separately reported that 89% of illegal sports streams in the UK carried advertising for black-market bookmakers, linking the debate to concerns over piracy as well as club revenue and consumer protection.