The UK government has new rules and wants to stop online betting firms without licenses from sponsoring sports teams. This is a bigger plan to fight illegal betting and keep fans safe.
Ministers will launch a public consultation in the spring. The proposal would ban online betting firms that do not hold a UK licence from signing deals with British clubs. This includes teams in the Premier League.
The government says many online betting firms in the black market do not follow UK rules. They do not carry out checks to see if customers can afford to gamble. They do not follow strict rules on ads.
Culture Secretary Lisa Nandy said fans should feel safe when they place a bet. She said it is wrong that unlicensed online betting firms can use top football clubs to build trust and reach British fans.
Right now, clubs are not breaking the law if they work with offshore online betting firms, as long as those sites block UK users. But ministers believe the strong public profile of these brands can still attract British customers. Logos on shirts and pitchside boards give them wide exposure.
This issue is clear in the case of Premier League betting sponsors. Many clubs still carry logos linked to offshore brands. Even though teams agreed to remove gambling logos from the front of shirts by the end of the 2025- 26 season, Premier League betting sponsors can still appear on sleeves and other areas.
The government wants to close that gap. Under the new plan, online betting firms without a UK licence would not be allowed to sign any sponsorship deals with sports clubs. This would fully block unlicensed brands from acting as Premier League betting sponsors.
Several clubs have already faced warnings. Last year, the Gambling Commission contacted Bournemouth, Fulham, Newcastle, Wolves, and Burnley about deals tied to TGP Europe. The company gave up its licence after it was fined for weak anti-money laundering checks.
Everton also came under review because of its link to Stake, another brand that left the UK market. The regulator warned that club officials could face action if they promote sites that serve British users without a licence.
The black market has grown in recent years. Research suggests illegal online betting firms now make up about 9 percent of the UK market. In 2022, that figure was about 2 percent. Industry groups estimate that around 1.5 million people in Britain spend up to £4.3 billion each year on these sites.
Many UK betting firms support the ban. The Betting and Gaming Council said that if companies want the trust that comes from English football, they should meet UK standards. Leaders at large UK betting firms also said they welcome tougher action against illegal rivals.
At present, 11 of the 20 clubs in the top flight have gambling brands on the front of their shirts. These Premier League betting sponsors bring in high income. Reports say the 11 clubs earn about £90 million a year from these deals. Some teams in the lower half of the table depend heavily on this money.
Experts say clubs could lose more than a third of shirt deal value if they switch from gambling brands to other sectors. Some clubs hope to move deals from the front of shirts to sleeves or pitchside ads. That could help keep some income, even if they can no longer use certain online betting firms as sponsors.
Alongside the consultation, the government has set up an Illegal Gambling Taskforce. The group includes banks, social media companies, and law enforcement bodies. Its aim is to stop illegal ads, block payments to unlicensed online betting firms, and improve cooperation across agencies.
The sponsorship review is part of wider gambling reform. The government has already announced a new levy on gambling profits and higher taxes for online casinos and bookmakers. UK betting firms report that their operational expenses have increased while they face additional regulatory requirements, but they all agree that sports connections should not benefit illegal operators.
Ministers say their message is simple. If online betting firms want to promote themselves through British sport, they must follow UK law. The consultation will decide how and when the new ban will take effect, but the direction is clear. The government wants to cut illegal gambling, limit harm, and ensure that Premier League betting sponsors meet the same standards as licensed UK betting firms.
