The proposed measures would prevent gambling companies that do not hold a licence from the Gambling Commission from entering into sponsorship agreements with UK sports organisations. Ministers argue that unlicensed operators have been using high-profile partnerships — particularly in football — to build brand visibility among British audiences despite operating outside the country’s regulatory framework.

Closing the Sponsorship Loophole

While clubs are not currently acting unlawfully if the sponsored gambling operators are not accessible to UK consumers, the Government believes the brand exposure associated with top-tier competitions creates a pathway for consumers to engage with unregulated sites.

The consultation, expected to launch in the Spring, would restrict sponsorship arrangements across British sport, including in the Premier League, where several clubs currently maintain partnerships with operators not licensed in Great Britain.

The move complements the Premier League’s voluntary decision to remove gambling sponsorship from the front of matchday shirts by the end of the 2025–26 season. However, sleeve sponsorships and other branding agreements remain permissible under current rules — a gap ministers are now seeking to address.

Culture Secretary Lisa Nandy stated that fans placing bets on major sporting events deserve assurance that operators are properly regulated and compliant with UK consumer protection standards.

Gambling Minister Baroness Twycross added that unregulated gambling poses tangible risks, particularly to vulnerable individuals, and reaffirmed the Government’s readiness to intervene where consumer harm is identified.

Coordinated Crackdown on Illegal Gambling

The sponsorship consultation forms part of a wider enforcement framework targeting illegal operators. Last month, the Government launched an Illegal Gambling Taskforce bringing together major technology and payments companies, social media platforms, law enforcement agencies and gambling stakeholders.

The taskforce will focus on:

• Preventing illegal operators from advertising on social media
• Blocking payments to unlicensed gambling sites
• Strengthening cross-agency intelligence sharing

These initiatives are designed to protect regulated operators from unfair competition while enhancing safeguards for consumers.

The Government has also confirmed separate measures aimed at reducing gambling-related harm, including the implementation of a statutory levy on gambling profits and stake limits for online slots.

Research published by the Gambling Commission in September 2025 indicated that engagement with illegal gambling websites is more prevalent among younger adults aged 18 to 24, men, frequent gamblers, and individuals scoring eight or more on the Problem Gambling Severity Index (PGSI), reinforcing the policy focus on targeted consumer protection.

By tightening sponsorship rules and reinforcing enforcement collaboration, UK authorities are signaling a comprehensive approach to ensuring that only licensed, compliant operators can access the visibility and commercial opportunities associated with British sport.