UK proposes ban on unlicensed casino sports sponsorships from 2027

The UK government has launched an eight-week consultation on a proposal to ban unlicensed gambling companies from sponsoring British sports teams. The crackdown, confirmed on Wednesday, would make existing kit, stadium and pitch-side advertising deals a criminal offence.

Currently, sports teams can accept sponsorship from gambling firms without a UK Gambling Commission licence, provided those companies do not take bets from British consumers. Ministers want to close this loophole to stop organised crime groups from using sport for money laundering. The government is also trying to prevent UK residents from using virtual private networks to access unregulated sites after being exposed to advertising during matches.

The proposal threatens immediate financial fallout for several Premier League clubs that have pivoted to unlicensed operators for revenue. Everton FC signed a sleeve sponsorship deal with crypto casino Stake.com in June, understood to be worth at least £10m over three years. Because the contract runs until the end of the 2028-29 season, Everton may be forced to tear up the deal midway through its term. The political risk is amplified by the fact that a prominent Everton supporter, Andy Burnham, is a vocal gambling industry critic and the likely next UK prime minister.

Everton is not isolated in its exposure. Chelsea and Ipswich Town both carry 8Xbet sponsorship, while Fulham is partnered with SBOTOP. Multiple lower-division football clubs across the UK also face losing crucial sponsors. Outside of football, the World Snooker Tour is backed by unlicensed operator Sportsbet.io.

The ripple effects extend into European motorsport. Formula One faces complex logistical challenges under the new rules. While previous F1 partnerships, such as Stake.com’s deal with the Sauber team, may not be retrospectively targeted, any future agreements with unlicensed casinos would require teams to physically remove sponsor decals for the British Grand Prix.

“We believe that, although most sectors and sports will be unaffected, some sports or clubs will be impacted,” said gambling minister Fiona Twycross. The proposed ban does not cover online partnerships, which would require separate legislation, though the government indicated it would act if necessary. The UK’s tightening rules arrive alongside a Premier League voluntary ban on front-of-shirt gambling ads starting in the 2026-27 season, signalling a broader contraction in gambling finance across European sport.