The Financial Conduct Authority (FCA) has urged Premier League clubs to not sign deals with illegal cryptocurrency and trading firms as concerns mount over which businesses will fill the gambling-shaped sponsorship hole next season.
From the 2026-27 season, gambling companies will no longer be able to sponsor the front of football shirts in England’s top division as part of a voluntary agreement announced in 2023.
Last season, 11 of the 20 clubs in the Premier League sported a gambling firm as their front-of-shirt sponsor.
Operators will still be able to sign partnership deals with football clubs to sponsor sleeves and training kits, but concerns among commercial departments across the league are rising around how to plug the front-of-shirt gap.
Gambling companies have traditionally paid far higher multiples for sponsorship than other sectors with Premier League outfits.
However, the FCA has said it has already seen an increase in clubs partnering with unauthorised crypto and trading firms.
Sources have suggested that crypto and trading entities are the closest match to gambling firms for Premier League clubs to tap as commercial partners.
In a letter to the football clubs, the FCA has demanded teams be more responsible and not partner with illegal firms.
Lucy Castledine, FCA director of consumer investments, said: “Millions of football fans trust their club’s badge. Clubs should not let unauthorised financial firms exploit that loyalty by putting potentially dodgy products in front of millions of fans.
“A logo on a shirt means one thing: that firm paid for it. Fans should always check the firm using our firm checker tool before buying a financial product and help us show the red card to those that would risk your money.”
In the letter, Fiona Mackinnon-Miller, head of department for scams, promotions, engagement and perimeter consumer investments supervision and supervision, policy and competition, added the FCA was “actively monitoring” risks surrounding sponsorships with unauthorised firms targeting UK customers.
“As set out above, the FCA considers these matters to be serious, given the potential for consumer harm and the risk of conferring legitimacy on firms operating outside the regulatory perimeter,” she said.
“We welcome football clubs’ support in taking appropriate steps to reduce these risks and to help protect UK consumers. We have also engaged with the Premier League to ensure awareness of these issues and of the FCA’s concerns in this area.”
Last season, several clubs were sponsored by unlicensed gambling operators including Everton (Stake), Bournemouth (BJ88) and relegated side Burnley (96.com).
Looking ahead to next season in the Premier League, Bournemouth have swapped BJ88 for health insurance provider Vitality, Brentford will switch Hollywoodbets for recruitment firm Indeed and Crystal Palace’s Net88 will be replaced by software platform Temporal next season.
CMC Markets is also reportedly close to becoming the front-of-shirt partner for both Everton and Fulham, replacing Stake and SBOTOP, respectively.
The FCA’s message comes a month after Entain called on the Independent Football Regulator to football clubs to end their dealings with unlicensed operators.
Stella David, CEO of the Ladbrokes and Coral parent company, asked the regulator to “define and apply” the new legislation before the new season.
The post FCA warns Premier League clubs to avoid crypto partnerships first appeared on EGR Intel.
Financial Conduct Authority warns teams agreements with illegal firms’ “exploit” fans’ loyalty, as front-of-shirt gambling sponsorship ends
The post FCA warns Premier League clubs to avoid crypto partnerships first appeared on EGR Intel.