Government to consult on unlicensed gambling operators sponsoring British sports

The Government’s plan to consult on banning unlicensed gambling operators from sponsoring British sports teams marks a notable step in its efforts to tackle illegal gambling. Announced on 23 February 2026, the proposal reflects growing concern that unlicensed brands gain visibility through UK sport and “could drive consumers towards unlicensed sites operating outside the Commission’s regulatory protections”.

The proposed measures would prevent unlicensed gambling operators from entering into sponsorship arrangements with sports clubs unless they hold a gambling licence in Great Britain, which may have a significant impact on English football clubs in particular.

Here, Lauren Hicks explores the background to the consultation, outlines the regulatory concerns driving it and breaks down what it could mean for clubs with existing or future sponsorship deals.

Regulatory concerns & integrity of sport

This development comes as no surprise. Last year, the Gambling Commission (the Commission) expressed concerns that “risks to the integrity of sport can be greater where betting occurs in markets which are beyond the reach of the Commission and National Governing Bodies” and that “the best way for sports organisations to protect themselves against these risks is to ensure that they only promote gambling operators that hold operating licences issued by the Commission”.

These comments followed the £3.3m fine the Commission issued to TGP Europe last year — a white label company stationed in the Isle of Man that held UK licenses on behalf of foreign operators like stake.com (partner of Everton) and 96.com (partner of Burnley). TGP Europe was issued the fine for multiple violations of anti-money laundering regulations and subsequently exited the UK market. 

The Commission then contacted AFC Bournemouth, Fulham FC, Newcastle United FC, Wolverhampton Wanderers FC and Burnley FC warning of the risks of promoting unlicensed gambling websites. The Commission’s letter cautioned that club officers could be liable to prosecution and — if convicted — could face a fine, imprisonment or both if they promoted unlicensed gambling operators that transact with consumers in Great Britain. 

Clubs therefore need to ensure that, at a commercial level, they can diligently and continuously satisfy that they’re not advertising unlawful gambling. This includes being clear on the identity of the legal entity behind any gambling operator, including under any applicable white label arrangement.

Expectations on clubs: due diligence & geo‑blocking

While the Government has acknowledged that clubs are currently not acting unlawfully by maintaining sponsorship arrangements with unlicensed operators (provided that the gambling operators aren’t accessible to UK consumers), the Commission has made it clear that it expects clubs to: 

1. Undertake specific and ‘sufficient’ due diligence on unlicensed operators in respect of a British consumer’s ability to transact with an unlicensed site.
2. Have well-documented assurances from the unlicensed operator in respect of their geo-blocking effectiveness, taking into consideration the use of tools such as Virtual Private Networks (VPNs).

Premier League action on gambling sponsorship

In 2023, Premier League clubs collectively agreed to withdraw gambling sponsorship from the front of clubs’ matchday shirts, making it the first sports league in the UK to take such a measure voluntarily in order to reduce gambling advertising. This change will come into effect at the end of the 2025/26 football season. 

However, gambling operators will still be permitted to: 

1. Sponsor other areas of kit (including shirt sleeves and training kits).
2. Advertise within football grounds.
3. Sponsor entire stadiums.

No timeframes have been provided for the Government’s consultation. In the meantime, clubs should be mindful of the reputational and legal risks associated with entering into sponsorship and/or partnership arrangements with unlicensed gambling operators.

How we can help

Our award-winning sports law team advises clubs, leagues and rights‑holders across the full spectrum of regulatory, commercial and governance issues affecting sport.

In light of the increasing focus on gambling sponsorship and arrangements with unlicensed gambling operators, our team supports sports organisations by:

• Advising on gambling and regulatory compliance, including the risks associated with sponsorship and partnership arrangements involving gambling operators and their compliance with UK licensing requirements.
• Supporting clubs with sponsorship due diligence, helping to identify the legal entity behind a sponsor, assess white‑label arrangements and understand the practical steps required to mitigate regulatory and reputational risk.
• Reviewing and negotiating sponsorship and commercial agreements, ensuring that appropriate contractual protections are in place.
• Providing strategic advice on evolving regulatory developments, helping clubs and governing bodies to anticipate and prepare for potential changes arising from the Government’s consultation.
• Advising boards and senior management on governance and risk, including directors’ duties and potential personal liability where sponsorship arrangements intersect with gambling regulation.

Talk to us by calling 0333 004 4488, emailing hello@brabners.com or completing our contact form below.