Premier League clubs risk losing multi-million pound deals as government eyes ban on unlicensed gambling sponsors

An eight-week government consultation on prohibiting sponsorship from gambling companies without a UK licence will close soon, threatening deals worth tens of millions of pounds for ten Premier League clubs. The number of clubs with such ties grew from six to ten this summer, including high-profile partnerships with 8XBet, Stake.com and SBOTOP across stadium advertising and kit branding. The league argues many of these operators target Asian markets and are not directly available to UK bettors, yet VPNs allow easy access.

Licensed operators such as Ladbrokes and William Hill have warned that unregulated firms lack consumer protections, citing risks to vulnerable gamblers. The proposal also raises concerns about the link between illegal betting ads and sports piracy, which could undermine the league’s lucrative TV rights. Government minister Vicky Foxcroft has indicated the ban could take effect next year, while the Premier League seeks to safeguard existing contracts.