Currently, half of the 20 clubs in the Premier League have entered into sponsorship or advertising agreements with gambling firms that lack UK licenses, putting a crucial revenue stream at risk due to an anticipated government ban next year.
The number of top-tier clubs associated with unlicensed operators has surged from six to ten over the summer. This increase coincides with the Premier League's voluntary ban this season on gambling firms serving as front-of-shirt sponsors.
This week marked the conclusion of an eight-week government consultation regarding proposals to outlaw sponsorships from gambling entities without UK licenses. This situation has created a conflict between licensed operators like Ladbrokes and William Hill and the Premier League, with potential sponsorship revenue in the tens of millions of pounds hanging in the balance.
Reports suggest that the Premier League is actively lobbying against the proposed ban, contending that the services offered by these largely Asia-focused betting companies and online casinos are not accessible within the UK. However, users can quickly set up accounts and place bets using a VPN.
The discussion is taking place amid the growth of Britain's unregulated betting market. According to the Campaign for Fairer Gambling, unlicensed operators generated £379 million ($512.47 million) from UK users in the first half of 2025, representing 9% of the UK’s £8.2 billion ($11 billion) online gaming market, up from just 2% in 2022.
The government aims to limit such operators because they do not have to provide necessary consumer protections, such as affordability checks and spending limits, which regulated betting companies must implement. The expansion of the unregulated market has also been associated with financial harm, addiction, and even suicide.
Entain, the parent company of Ladbrokes and a major player in the UK betting industry, has reached out to all ten Premier League clubs connected to unlicensed operators. In a letter to Everton, it referenced Prime Minister Andy Burnham, a supporter of the club, who attended their season opener against Crystal Palace.
“The threat to football, the integrity of sports, and society is significant,” the letter warns. “Unlicensed operators do not have to offer the same safeguards that licensed ones do, such as Gamstop self-exclusion, deposit limits, and affordability checks. This lack of protection can lead to consumer harm, especially for vulnerable individuals.”
“Everton’s partnership with Stake.com stands in stark contrast to the Prime Minister’s long-standing support for the club. It seems hard to believe that after expressing his government’s opposition to unlicensed gambling, Andy Burnham would endorse unregulated gaming by sporting the club's current kit.”
Recently, Everton announced a three-year sponsorship deal with crypto casino Stake.com. Fulham has shifted its SBOTOP sponsorship from player jerseys to training gear. Eight other clubs, including Chelsea and Tottenham, have entered into agreements for stadium perimeter advertising and/or player branding.
Another operator, 8XBet, is licensed in Curaçao and has partnerships with Chelsea, Newcastle, Aston Villa, Ipswich, and Coventry.
According to reports from The Guardian, gambling minister Vicky Foxcroft has informed operators that the government plans to implement the ban next year. The Premier League is expected to advocate for existing contracts, such as Everton’s deal with Stake, to remain valid until their expiration.