UK Government Moves to Ban Unlicensed Gambling Operators from Sponsoring British Sports Clubs
The UK Government has announced plans to tighten restrictions on gambling sponsorship within British sport, targeting operators that are not licensed by the Gambling Commission.
The Department for Culture, Media and Sport (DCMS) will launch a consultation this Spring on banning gambling operators not licensed in Great Britain from sponsoring sports clubs, including Premier League teams. The move forms part of a broader enforcement strategy aimed at offshore operators that illegally target UK consumers while benefiting from high-profile brand exposure through sport.
Focus on Consumer Protection and Market Integrity
Culture Secretary Lisa Nandy said fans placing bets should be confident they are using properly regulated platforms with strong consumer safeguards. She stressed that unlicensed operators should not be permitted to build brand credibility through partnerships with leading British clubs.
Gambling Minister Baroness Twycross added that unregulated gambling firms often exploit vulnerable individuals and operate outside the protections required under UK law. Recent Gambling Commission research on illegal online gambling consumer awareness and motivations highlights how some users actively seek offshore sites to bypass safeguards such as self-exclusion and stake limits, while others remain unaware they are engaging with unlicensed platforms.
This comes at a time when the regulated UK market itself is showing mixed performance trends, according to the latest Gambling Commission operator data.
Separate data from the Gambling Commission’s problem gambling screens (PGSI) also shows that higher-risk gamblers are disproportionately represented among those engaging in harmful gambling behaviours, reinforcing regulatory concerns about exposure to platforms operating outside Great Britain’s licensing framework.
Together, the findings underscore the government’s position that limiting sponsorship visibility is part of a broader strategy to reduce consumer harm and close channels that lend legitimacy to illegal operators.
Alignment with Illegal Gambling Taskforce
The consultation complements the government’s Illegal Gambling Taskforce, established to disrupt the illegal market by targeting advertising channels, payment processing routes and enforcement coordination gaps. The taskforce brings together technology platforms,payment providers and law enforcement agencies to strengthen cross-sector cooperation. The consultation also comes amid a leadership transition within the UK industry’s main trade body, following Michael Dugher’s departure as Chair of the Betting and Gaming Council earlier this year.
The proposal also intersects with the Premier League’s previously agreed voluntary phase-out of front-of-shirt gambling sponsorships from the 2026–27 season. While that agreement applies to licensed operators, the new consultation specifically targets unlicensed brands seeking UK visibility through club partnerships, potentially increasing due diligence expectations for sports organisations and commercial intermediaries.
Commercial and Compliance Implications
If implemented, the sponsorship restriction would reinforce competitive protections for licensed operators by limiting visibility routes for offshore firms operating outside Great Britain’s regulatory framework.
It may also prompt clubs, leagues and rights holders to conduct stricter compliance checks on gambling partners, reflecting heightened scrutiny across the sports sponsorship market.The move also aligns with the Gambling Commission’s broader regulatory tightening, including its recent consultation on licence fee increases aimed at strengthening oversight capacity. For licensed operators, the measure strengthens market integrity by reducing grey-market encroachment through high-profile sports exposure.
The consultation signals continued government focus on reducing gambling harm, strengthening enforcement tools and protecting the integrity of the regulated UK market.
Source : GOV.UK
