UK to Consult on Ban for Unlicensed Gambling Sponsors in Football

The UK government is preparing to launch a consultation on banning unlicensed gambling operators from sponsoring British football clubs. This move follows criticism of the current regulatory loophole that allows offshore casino brands to maintain visibility and boost their presence through sports sponsorship deals.

Particular attention is being paid to Everton FC's three-year deal with Stake.com, especially after Stake.com surrendered its UK license last year. Industry players like Entain are pushing for swift action to minimize risks to players and the integrity of the sport.

Numbers and facts

According to a government spokesperson, it's not right that unlicensed gambling operators can sponsor some of the biggest football clubs, raising their profile and potentially drawing fans to sites that don't meet regulatory standards. The Department for Culture, Media and Sport (DCMS) consultation aims to close this loophole. A study by Frontier Economics, commissioned by the Betting and Gaming Council (BGC), estimates that 1.5 million Britons stake approximately £4.3 billion annually with illegal operators. Further BGC-commissioned research by WARC projects that unlicensed gambling sponsorship could account for over half of all UK sports sponsorship spend by October 2027. Entain CEO Stella David urged Gambling Minister Baroness Twycross in a letter in early June to act faster. Entain proposes four recommendations, including confirming that unlicensed gambling activities should be classified as "serious criminal conduct."

Background

Criticism of sponsorship deals with unlicensed operators is not new and has intensified after Everton FC signed a three-year deal with Stake.com. This occurred despite Stake.com having surrendered its UK license last year. The Gambling Commission had previously warned sports teams to carefully consider arrangements with unlicensed gambling businesses. Current laws allow unlicensed operators, who cannot legally offer gambling to British consumers, to still act as sponsors and gain exposure through shirt branding and other marketing. A government spokesperson stated:

“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. That is why we are looking to ban unlicensed operators from sponsorship deals in British sport and our consultation on the matter will go live soon.” - Government Spokesperson, DCMS

Industry giant Entain, parent company of Ladbrokes, is alarmed. Entain CEO Stella David urged the Independent Football Regulator (IFR) to halt clubs from accepting funds from unlicensed gambling companies. This should happen before the start of the 2026-27 season. The government made it clear that clubs are not currently acting unlawfully in maintaining sponsorship arrangements with unlicensed operators, but this is set to change. The proposed ban is part of a broader initiative to tackle illicit activities in the UK. Already in January, an Illegal Gambling Taskforce was launched, collaborating with companies like Google and TikTok to crack down on illegal gambling. As of the end of the 2025-26 season, front-of-shirt gambling sponsorship in the Premier League will already be banned. The new rules could also affect sleeve sponsorships or other partnerships.

Why it matters for German players

The developments in the UK are a clear signal of how seriously regulatory authorities take player protection and the fight against the black market. For German players, this means a strengthening of the already high standards of player protection. The German Interstate Treaty on Gambling 2021 introduced strict rules to protect players from the risks of unregulated providers. These include the deposit limit of 1,000 euros per month, the stake limit of 1 euro per spin, and the central self-exclusion system LUGAS.

The German Gambling Authority (GGL) exclusively licenses providers who strictly adhere to these regulations. Unlike the unlicensed providers operating sponsorship deals in the UK, German players at GGL-licensed casinos have the assurance that the platforms are subject to comprehensive controls and that player data and financial transactions are protected. This protection is not afforded by illegal providers, who often lack a license or operate beyond the reach of state supervision. The planned British measures demonstrate that Germany's regulation is on the right track to ensure integrity and player protection in online gambling.

What it means for GGL-licensed casinos

For GGL-licensed casinos in Germany, the British plans underscore the correctness of the chosen path. While the UK is still debating a ban on sponsorship by unlicensed providers, German-licensed providers are already operating in a strictly regulated environment. These regulated providers have a competitive advantage, as they are considered trustworthy and secure. GGL casinos do not face accusations of promoting unregulated or harmful offerings. German gambling law clearly states that only providers listed on the whitelist may legally offer and advertise their services in Germany. Sponsorship activities must also comply with these rules. The British plans could lead to a stronger international focus on licensing and regulation in sports sponsorship in the long term, which would further strengthen the position of already regulated GGL providers. This promotes a reputable image for the entire industry.