Ten Premier League clubs now hold sponsorship or advertising contracts with betting companies unlicensed in the UK. The number rose from six to ten over the summer, despite the league's voluntary ban on gambling brands appearing on the front of shirts.
The UK government has completed an eight-week consultation on banning sponsorship from unlicensed operators. The proposed ban threatens tens of millions of pounds in club revenue and has triggered a dispute between the Premier League and UK-licensed bookmakers including Ladbrokes and William Hill. The league is lobbying against the measure, arguing that Asian operators do not serve UK residents. A VPN allows account registration and betting in minutes.
Unlicensed operators took £379 million ($512.47 million) from British players in the first half of 2025, or 9% of the country's £8.2 billion ($11 billion) online market, according to the Campaign for Fairer Gambling. Their share was 2% in 2022. Regulators link the grey market's growth to player financial losses, addiction and suicides: unlicensed operators are not required to conduct affordability checks or impose betting limits.
Entain sent letters to all ten clubs working with unlicensed platforms. In its message to Everton, which signed a three-year deal with crypto casino Stake.com for sleeve advertising, the company cited Andy Burnham, the club's supporter and premier: "Everton's partnership with Stake.com contradicts the premier's position. It is impossible to imagine he would become a billboard for unregulated gaming by wearing the club's shirt."
Fulham moved sponsor SBOTOP from match kits to training wear. Eight other clubs, including Chelsea and Tottenham, display unlicensed operator advertising on stadium perimeters. Curacao-licensed 8XBet works with Chelsea, Newcastle, Aston Villa, Ipswich and Coventry. Gambling minister Vicki Foxcroft told operators the ban is intended for 2026. The Premier League will seek permission for existing contracts to run to expiry.
