The British government has announced plans to examine whether gambling companies without a United Kingdom license should be barred from sponsoring professional sports teams, including clubs in soccer’s Premier League. Ministers intend to open a public consultation in the spring as part of a broader effort to address concerns about the illegal gambling market.

Officials said the proposed move would aim to reduce risks linked to unlicensed operators and ensure fairer conditions for companies that comply with British regulations. In a statement outlining the policy direction, the government said the consultation would “[The change would] mitigate the risks associated with the illegal market and help eliminate unfair competition for properly regulated firms.”

At present, several Premier League clubs display the branding of operators that are not licensed in Great Britain. While clubs do not break the law by carrying such sponsorships—provided the companies do not transact with UK consumers—ministers argue that the visibility of these brands may steer fans toward websites that fall outside domestic safeguards.

Government Sets Out Case for Action

The Department for Culture, Media and Sport said unlicensed gambling businesses do not follow the same standards imposed on regulated operators. Those standards include mandatory financial vulnerability checks, responsible advertising rules, and compliance with anti-money laundering measures. Authorities also warn that some unlicensed firms lack adequate data protection, leaving customers exposed to fraud and identity theft. The illegal gambling market has also been linked to organized crime.

Culture Secretary Lisa Nandy said consumers deserve clarity when placing wagers. “When placing a bet on the big match, fans deserve to know the sites they’re using are properly regulated, with the right protections in place,” she said.

Nandy added: “It’s not right that unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that don’t meet our regulatory standards.”

The government argues there is a strong case for ending all forms of sponsorship by unlicensed firms, given that branding in high-profile competitions such as the Premier League can provide extensive exposure. Ministers believe that exposure may encourage consumers to visit platforms that operate beyond the oversight of the Gambling Commission.

Research published by the Gambling Commission in September 2025 found that reported engagement with illegal gambling websites was higher among men, people aged 18 to 24, frequent gamblers, and those scoring eight or more on the Problem Gambling Severity Index. The commission has estimated that up to 1.4 million adults in the UK have a gambling problem.

League Policy and Club Warnings

The Premier League previously agreed to withdraw all gambling sponsorship from the front of matchday shirts by the end of the 2025–26 season. That voluntary decision will remove one of the most visible advertising spaces in English soccer. However, teams may still display gambling brands on shirt sleeves, training gear, and electronic advertising boards, including companies that are not licensed domestically.

Government officials have cautioned that sleeve sponsorships and other placements still give unregulated operators a significant platform in the country’s most-watched league. Ministers have said that, although clubs are not currently acting unlawfully, they could face legal consequences if they promote unlicensed gambling businesses that transact with consumers in Great Britain.

Last year, the Gambling Commission warned several clubs over their relationships with TGP Europe, which had surrendered its British license following an investigation. The regulator found that the company failed to “carry out sufficient checks on business partners” and breached “anti-money laundering rules.” A letter to clubs stated they “may be liable to prosecution… if they promote unlicensed gambling businesses that transact with consumers in Great Britain”.

Clubs affected included Bournemouth, Fulham, Newcastle, Wolves, and Burnley during its time in the Championship.

Taskforce Targets Illegal Market

Alongside the sponsorship consultation, the government has launched an Illegal Gambling Taskforce to coordinate action against unlawful operators. The group brings together major technology and financial companies, including Google, Mastercard, Visa, and TikTok, as well as law enforcement and regulatory bodies.

Gambling Minister Baroness Twycross is leading the taskforce, which will concentrate on preventing illegal operators from advertising on social media, blocking payments to unlicensed sites, and strengthening cooperation among agencies.

Baroness Twycross said: “We know the real harm that unregulated gambling can cause, exploiting vulnerable people and leaving consumers without the protections they deserve. This consultation, alongside the work of our Illegal Gambling Taskforce, shows how seriously this government is taking the issue. We will not hesitate to act where we see people being put at risk.”

The consultation on sponsorship forms part of a wider government review of gambling policy. In November 2024, ministers confirmed plans to introduce a statutory levy on gambling profits and online slot stake limits as part of efforts to reduce gambling harm.

If the proposed sponsorship restrictions take effect, any gambling company seeking to partner with British sports teams would need to hold a valid license issued by the Gambling Commission. Officials say the measure would align commercial relationships in professional sports with the consumer protection standards required under UK law.