The UK government is tightening rules on shirt sponsorships in the English Premier League, with a view to banning all unlicensed gambling firms from appearing on any official match shirt.
Ministers outlined concerns surrounding customer safety and protection, with a lack of data protection measures leaving individuals vulnerable to fraud and identity theft.
Consultation proposals to take place in the spring
The United Kingdom Gambling Commission (UKGC) warned four Premier League clubs last year about betting sponsorship agreements with betting websites run by TGP Europe, including bj88, SBOTOP, DEBET, and 96.com.
Club officials were cautioned that any promotion of unlicensed businesses that operate with British consumers could end up in prosecution, and, if found guilty, imprisonment or fines.
Speaking upon the announcement of the upcoming consultation, Culture Secretary Lisa Nandy said people “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.”
The Betting and Gaming Council (BGC), the single industry body for UK betting and gaming, agreed with Nandy, posting on the social media platform X: “It’s not right that gambling companies without a UK licence can sponsor Premier League clubs. If an operator wants the visibility and credibility of English football, they should meet the high regulatory standards set here in the UK.”
Sports piracy and illegal gambling on the rise in the UK
A report last month suggests Britain is facing what campaigners describe as an epidemic of illegal sports streaming, exposing millions of viewers to unregulated offshore betting firms.
A new 2024-25 report by the Campaign for Fairer Gambling (CFG) estimates illegal sports streams have more than doubled to 3.6 billion in the past three years, with 89% carrying adverts for black-market sportsbook operators. The report argues that illegal betting is now a key financial driver behind pirate sports broadcasts.
The findings also claim the UKGC has underestimated the scale of the problem. According to recent figures cited in the report, unlicensed operators generated £379m in the first half of 2025, capturing 9% of Britain’s £8.2bn online gambling market. Ismail Vali, whose firm Yield Sec authored the report, said illegal gambling is increasingly targeting underage and self-excluded gamblers and is now reaching mainstream audiences through illegal sports streams.
The report comes amid criticism of the government’s recent gambling tax changes. Chancellor Rachel Reeves raised online gaming duty from 21% to 40% last November, a move critics argue could boost the black market.
While ministers say the tax hike will fund harm prevention and enforcement, opponents, including former professional poker player Derek Webb, argue regulators have long failed to grasp the scale of illegal gambling and warn stronger action is needed.
Gambling sponsorships remain huge revenue for Premier League clubs
Betting companies have become one of the Premier League’s most significant commercial partners, contributing tens of millions of dollars annually through shirt sponsorships and other branding deals. Industry analysis by GlobalData, published by Sportcal in 2025, estimates that gambling brands account for roughly $129 million of the league’s $525 million front-of-shirt sponsorship market this season, which is about one quarter of the total.
Separate reporting by Insider Sport put the value of front-of-shirt gambling deals at about £104 million across the league, underscoring how heavily some clubs rely on the sector. While the league’s biggest global brands often command higher-paying multinational sponsors, mid-table and smaller clubs have leaned more heavily on betting partnerships to secure competitive commercial income.
The prominence of gambling brands is visible across stadium advertising boards, shirt sleeves and digital campaigns, but front-of-shirt placements are the most lucrative assets. Analysts say these agreements can represent a substantial share of a club’s commercial revenue, particularly outside the traditional “Big Six,” where alternative blue-chip sponsors are harder to secure at comparable values.
That dependence is now under scrutiny as clubs prepare for a voluntary ban on front-of-shirt gambling sponsors beginning in the 2026-27 season. Industry estimates suggest affected teams could lose up to 60% of their shirt-sponsorship income, prompting concerns about short-term revenue gaps and a reshaping of the league’s sponsorship landscape.
All eyes turn to government ruling later this year
With a formal consultation set to begin in the spring, clubs, regulators and betting operators now face a pivotal moment for the future of gambling’s relationship with English football.
While ministers argue tighter controls are essential to protect consumers and close loopholes exploited by offshore firms, Premier League sides must weigh the financial impact of losing one of their most reliable commercial backers.
The outcome could reshape not only shirt sponsorships but the broader sponsorship ecosystem across the league. As scrutiny intensifies around unlicensed operators, illegal streaming and the growth of the black market, the government’s next steps may define how football balances commercial realities with regulatory responsibility in the years ahead.
