Ministers are said to be “deeply concerned” about the rise of the black market in the UK, so much so a consultation into banning unlicensed operators from sponsoring sports team is set to kick off.
In the Premier League, seven gambling brands currently occupying the front of club jerseys do not hold a licence with the Gambling Commission, yet the likes of Stake and SBOTOP continue to sponsor Premier League sides in Everton and Fulham, respectively.
The government’s clampdown comes ahead of the Premier League clubs’ voluntary front-of-shirt gambling ban at the end of this season, in May, though sleeve sponsorship remains an option beyond this point, as does perimeter advertising, training kit deals and official club partnerships. MPs have argued the voluntary ban doesn’t go far enough.
Yet, coupled with the launch of the Illegal Gambling Taskforce, the government appears to be listening to the legal industry’s concerns to some extent, at a time when looming hikes to remote gaming and betting duties are set to strengthen a growing and pervasive black market.
Here, EGR has collated the thoughts of leading experts ahead of the consultation opening in the spring.
Richard Williams, partner at Keystone Law
“As highlighted in the Gambling Commission CEO briefing in November 2025, the government is now actively considering legislation to prohibit gambling operators that are not licensed in Great Britain from sponsoring British sports teams, including Premier League football clubs.
“During the briefing, Gambling Commission CEO Andrew Rhodes was unequivocal in his position. ‘The Commission thinks it is wrong that people are sponsoring football clubs who don’t have a licence in this country. We just think that is wrong […] and that is one [issue] we’re addressing with government, and I’m really optimistic we will be able to do something in this space,’ he said.
“Premier League clubs have already agreed a voluntary withdrawal of front-of-shirt gambling sponsorship from the 2026-27 season. However, gambling branding will still be permitted elsewhere, including pitchside advertising, sleeve sponsorship and wider commercial partnerships. The government’s proposal goes considerably further.
“If enacted, it would prohibit all gambling sponsorship by operators without a Gambling Commission licence across British sports teams generally, rather than focusing solely on Premier League football. In practical terms, ‘unlicensed’ means any operator that does not hold a licence issued by the Gambling Commission.
“The issue has long been controversial. Overseas operators have been able to sponsor English football clubs by relying on a technical feature of the Gambling Act 2005 – because their gambling facilities are deblocked and therefore not legally ‘capable of use’ in Great Britain, they fall outside the statutory prohibition on advertising unlawful gambling.
“That position has increasingly looked artificial. The widespread availability of VPNs mean British consumers can often access supposedly blocked websites with ease. Against that backdrop, it is unsurprising government now appears willing to close what many regard as an obvious regulatory loophole.
“Doing so, however, will not be straightforward. The proposal requires amendment of sections 330–333 of the Gambling Act 2005; primary legislation that must compete for scarce parliamentary time. One might reasonably question whether a negotiated industry agreement with Premier League clubs could have achieved much of the same outcome more quickly.
“Nevertheless, the policy direction is clear. Following the significant gambling duty increases announced by Chancellor Rachel Reeves [in November], operators remaining within the regulated British market will expect meaningful protection from unlicensed competitors. Without effective enforcement against offshore brands benefiting from UK sporting visibility, the commercial value of holding a British licence inevitably comes into question.”
Elizabeth Dunn, partner at Bird & Bird
“The Gambling Commission has long made clear its view that sports organisations should not partner with offshore operators who do not hold a current UK licence, whether directly or through a white-label arrangement.
“However, provided all reasonable steps are taken to ensure such offerings are not made available to British consumers, the existing law does not currently support the Commission’s position and offshore operators have continued to play a prominent role in the UK sponsorship landscape.
“The government’s announcement is unsurprising given the ongoing focus on the black market – particularly in the context of the recent Budget – and sits alongside the Illegal Gambling Taskforce announced last month. It remains to be seen whether any ban would extend to brands available in the UK through a white-label arrangement. Gambling Commission pressure in this area has already made it more difficult for white-label operators to partner with offshore gambling brands.
“Extending any prohibition to white-label arrangements would be more complex to implement, requiring greater legislative intervention and careful drafting to ensure entirely legitimate consumer brands are not adversely affected. Sports organisations will now need to plan for this change, including potential loss of revenue from these lucrative deals. If partnering in the near term with a brand that may fall within the scope of a future ban, organisations should build in appropriate contractual protections.”
Richard Bradley, partner at Poppleston Allen
“While the news the DCMS is launching a consultation this spring on unlicensed operators’ sponsorship of sport teams in the UK may initially seem possible to have a negative impact on advertising revenue for clubs, it actually may provide fuller opportunity for British licensees to step in as sponsors.
“The unlicensed sector is not necessarily illegal – if customers in the UK cannot access those websites – however, there are easy bypasses such as a VPN to do so, which takes revenue away from British operators. Another benefit of the proposed ban is it provides assurance for customers in the UK that marketing of gambling products via sponsorship is only for those appropriately licensed operators who are subject to the UK’s stringent regulatory standards.
“This is also about customer protection because if legal advertising is only of British-licensed products, there will be operational safeguards for players in Britain, such as social responsibility controls and contractual protections. With the unlicensed sector, there is no guarantee of these sorts of vital player protections. Finally, the proposed ban also provides tacit support for the licensed gambling industry in the UK and could assist in countering the black market.”
A Betting and Gaming Council spokesperson
“The Betting and Gaming Council welcomes the government’s plan to act to stop Premier League clubs accepting sponsorship from gambling operators that do not hold a UK licence. Culture Secretary Lisa Nandy is right that gambling companies without a UK licence should be banned from sponsoring Premier League clubs and the government should go further to prevent these harmful illegal companies from sponsoring any sport in the UK.
“At a time when the regulated sector is facing significantly higher taxation and ever tighter regulation while reducing advertising spend, it is more important than ever that firm action is taken against the growing harmful black market. We support action that protects fans, upholds standards and keeps customers safe within the regulated market.”
Stephen Ketteley, partner at Wiggin
“[White label] TGP Europe’s quick market exit really opened the door for unlicensed operators to sponsor British sport, particularly Premier League football. In doing so, provided all reasonable steps were taken to ensure such offerings were not available to British consumers, the law supported such a position (despite what the Commission said in the past).
“The government has announced it will close what is, in effect, a legislative loophole. Whether this kills sponsorship by licensed white labels remains to be seen.”
Culture Secretary Lisa Nandy
“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.
“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.”
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The post Industry reaction to UK’s unlicensed operator sponsorship crackdown first appeared on EGR Intel.
Experts say government needs to close “obvious regulatory loophole”, with DCMS to launch consultation to “mitigate the risks associated with the illegal market”
The post Industry reaction to UK’s unlicensed operator sponsorship crackdown first appeared on EGR Intel.