Clubs in the Premier League are facing a race to find suitable sponsors for next season with a government ban on gambling advertisements coming into effect.
As many as seven teams could be without a shirt sponsor, which is likely to cost millions of pounds in potential revenue. Earlier this year, ministers moved to crack down on unlicensed companies not following UK laws and responsible gambling guidelines aimed at protecting customers.
Executives irked by new rules
There is reportedly frustration in boardrooms across the country at the decision. A senior club executive told The Guardian newspaper that global bookmakers had been willing to pay a premium for jersey sponsorships, citing the visibility and perceived credibility that come with appearing on top-tier teams, exposure that can reassure potential customers and drive new sign-ups.
However, the executive argues that with that revenue stream gone, nearly everyone is losing money. They added: “Outside the big six, shirt sponsorship offers have dropped by around 50% from a range of between £8m and £12m a season. There may be some exceptions but it is a very difficult market. And with some clubs opting to switch sleeve or training kit partners to front-of-shirt, there is a knock-on effect for those deals too.”
Last year, the UK Gambling Commission (UKGC) issued warnings to several clubs over their ties to the unlicensed operator TGP Europe.
Teams including AFC Bournemouth, Fulham FC, Newcastle United and Wolverhampton Wanderers, along with then-Championship side Burnley FC, had shirt sponsorships tied to betting sites operated by the company. TGP Europe had already relinquished its British license after regulators found shortcomings in its oversight of partners and breaches of anti-money laundering standards.
In a letter to the clubs, the commission said they could face prosecution if they continued promoting gambling businesses not licensed to operate with consumers in Great Britain.
Premier League latest to be warned about advertising illegal gambling sites
Earlier this year, the UKGC accused Meta Platforms of failing to curb advertising for illegal online casinos across its social media platforms.
Tim Miller, the commission’s executive director, said users spending even brief periods on platforms like Facebook and Instagram were likely to encounter promotions for unlicensed gambling sites. Many of those ads, he said, directed users to operators not enrolled in Britain’s GamStop self-exclusion system.
Miller rejected Meta’s claim that it only becomes aware of problematic ads after being alerted, calling that position inaccurate. Speaking at the ICE Barcelona trade show : “It could leave you with the impression they are quite happy to turn a blind eye and continue taking money from criminals and scammers until someone shouts about it,” he said.
In response, Meta said it enforces strict policies on gambling advertising and removes violations when detected. The company added it has been working with regulators to take down flagged ads and improve its detection systems, while urging continued cooperation to protect users from illegal operators.
EU to tackle illegal gambling apps
Meanwhile, the European Union is targeting illegal gambling websites as part of the EU Action Plan on Fighting Online Fraud. The European Gaming and Betting Association (EGBA) said it has submitted input as part of the latest call for evidence for the action plan.
In a statement, the EGBA said: “These types of fraud expose players to risks of identity theft, financial loss, and unsafe gambling environments where well-established safeguards offered by regulated operators, like self-exclusion, do not exist.
“EGBA members report that across Europe fraudulent domains and applications frequently reappear shortly after takedown, creating ongoing consumer exposure despite continuous monitoring, takedown notifications, and repeated enforcement actions.”
The EGBA estimates that unlicensed operators accounted for roughly 27% of Europe’s online gambling gross gaming revenue in 2025, totaling about €18 billion. The group said many offshore companies, operating outside the EU, misleadingly present themselves as holding licenses from EU countries and obscure their true regulatory standing, often marketing gambling offerings in ways that resemble casual games.
