UK Plans Ban on Unlicensed Casino Sponsorships in Sport

Key Highlights

Everton, Chelsea, and other Premier League teams may have to void some of their sportsbook partnerships if a proposed advertising ban comes into effect. 

Government Confirms Sponsorship Crackdown

The UK government confirmed plans that could prevent unlicensed gambling companies from sponsoring English sports teams. Ministers recently opened an eight-week consultation, with the new restrictions potentially taking effect in August of next year and no later than August 2028.

Current rules allow sports organizations to accept sponsorship from offshore British gambling sites, as long as those operators don’t serve customers in the UK. However, officials are concerned that the visibility of these operators may prompt British consumers to access the sites via VPNs. 

As part of the proposal, current sponsorship arrangements could become criminal offenses. The restrictions would cover gambling logos displayed on team kits, stadium infrastructure, and pitch-side advertising boards.

Further legislation would be required to restrict or ban online partnerships. However, digital sponsorship arrangements could also be considered if the proposed physical advertising restrictions prove insufficient.

Everton Deal Faces Financial Uncertainty

Everton signed a three-year sleeve sponsorship agreement with Stake.com in June. The crypto casino and sportsbook doesn’t hold a license to serve customers in Great Britain and claims it doesn’t accept bets from the UK.

The agreement is reportedly worth at least £10 million and is due to run through the end of the 2028-29 season. Everton may be forced to end the partnership before the contract expires if the ban comes into effect, potentially costing the club at least one year of sponsorship income.

The deal was completed after the UK Gambling Commission advised sports clubs to consider the legal and reputational risks of working with unlicensed operators. It also followed earlier government warnings that ministers were considering tighter restrictions.

There’s no suggestion that Stake.com or any other soccer betting site named in connection with these sponsorships has committed wrongdoing.

Football, Formula One & Snooker Could Be Affected

Everton isn’t the only football club with an unlicensed gambling partner. Chelsea and Ipswich have agreements with 8Xbet, while Fulham is partnered with SBOTOP. Several clubs outside the Premier League also have similar commercial arrangements.

The proposed restrictions would be separate from the Premier League’s voluntary front-of-shirt gambling sponsorship ban, which begins this season. That agreement applies to licensed and unlicensed operators but doesn’t prevent gambling brands from appearing on sleeves, training kits, or stadium advertising.

Other sports may also need to reconsider their partnerships. Stake.com has previously sponsored the Sauber Formula One team, while the unlicensed Sportsbet.io sponsors the World Snooker Tour.

Ministers contend the policy is intended to protect vulnerable consumers and reduce the risk of criminal organizations using sports sponsorship for money laundering. While most clubs and sports are expected to be unaffected, organizations relying on offshore gambling partnerships could face significant commercial disruption.