Premier League clubs could soon face a shake-up in sponsorship revenue as the UK government moves to block unlicensed gambling brands from partnering with sports teams.
The UK government revealed on Monday that it’s considering banning gambling brands without a license from sponsoring sports teams in the region.
The move forms part of the campaign to prevent bettors from using black-market sites. Ministers point to links between these platforms and organized crime. They also highlight the lack of consumer protections, including responsible advertising and mandatory financial vulnerability checks.
The proposal is welcomed by regulated operators but may leave some clubs scrambling to replace offshore deals.
The government will launch an official consultation on the proposal in the spring, aiming to mitigate risks associated with the illegal market and lower competition for UK-licensed betting sites.
In its statement, the government emphasised that clubs aren’t currently acting unlawfully by partnering with offshore brands, provided those platforms block UK users.
Black Market a Major Concern
Lawmakers believe offshore brands gain too much visibility through relationships with sports teams, most notably English Premier League (EPL) clubs. They think that UK consumers are more likely to use these brands when they see them on jerseys and pitchside advertising. While these companies ban UK customers, VPNs allow people to bypass restrictions.
The number of people in the UK using black-market sites has increased significantly in recent years. Yield Sec research shows illegal operators accounted for about 9% of the market last year, compared to 2% in 2022. The Betting and Gaming Council estimates around 1.5 million Britons wager as much as £4.3 billion ($5.8 billion) annually on these sites.
Approval From Regulated Sector
The regulated gambling industry has publicly backed the government’s proposals. BoyleSports, which currently serves as West Ham United‘s primary sponsor, is among the supporters.
In an email to Gambling Insider, BoyleSports CEO Vlad Kaltenieks said, “The direction of travel here is right. Sport should not be a promotional vehicle for operators who haven’t met the high regulatory standards that exist precisely to protect fans.”
Discussing the UK market, Kaltenieks continued, “BoyleSports operates in one of the most regulated environments in the world, and that’s a standard we hold ourselves to.”
The brand’s activation of its West Ham sponsorship – which includes the BoyleSports Cup and Shirt Swap initiative – are executed “with the knowledge that fans using our products and services are protected by the responsible gambling measures we are passionate about,” Kaltenieks emphasized.
The industry association, the Betting and Gaming Council (BGC), also voiced support for the plan.
“[It is] more important than ever that the authorities take action against the black market, at a time when regulated operators are facing significantly higher rates, more regulatory restrictions, and lower marketing spend,” a BGS spokesperson said in a statement.
Entain CEO Stella David also strongly backed the sponsorship plan, accusing the EPL of “complicity” for allowing black market operators to partner with teams. She said the league’s position has become “untenable,” while calling for a total ban on unlicensed sites appearing on perimeter hoardings and jersey sleeves.
Major Issue in EPL
The government proposal marks the latest attempt to restrict sponsorship deals in the region. In April 2023, EPL clubs agreed to ban gambling companies’ logos from the front of jerseys starting in the 2026-27 season.
The rules still allow logos on jersey sleeves. They also don’t apply to teams in lower levels of English soccer, due to concerns over the financial sustainability of clubs that rely on this key revenue source.
Teams maintain different non-shirt sponsorship arrangements. For example, Betway holds official betting partnerships with Arsenal, Manchester City, and Chelsea, while BetMGM sponsors Tottenham Hotspur’s training kit.
Of the 20 EPL teams, 11 currently feature gambling sponsors on their shirts ahead of the incoming ban. Here’s a breakdown of current front-of-shirt gambling sponsors:
- Aston Villa: Betano
- AFC Bournemouth: BJ88*
- Brentford: Hollywood Bets
- Burnley: 96.com*
- Crystal Palace: NET88
- Everton: Stake.com*
- Fulham: SBOTOP*
- Nottingham Forest: Bally’s
- Sunderland: W88*
- West Ham United: BoyleSports
- Wolverhampton Wanderers: DEBET
*Of these 11 companies, BJ88, 96.com, SBOTOP, W88, and Stake do not hold a UKGC license.
Stake exited the UK market in March 2025 following scrutiny over its advertising practices. At the time, the UKGC wrote to Everton, warning about the risks of promoting illegal websites, stating that club officers could face prosecution if Stake accepted UK customers without a license while Everton promoted the brand.
SBOTOP, 96.com, DEBET, and BJ88 previously operated under white-label agreements with TGP Europe, which left the UK market in May 2025. TGP Europe surrendered its license after the UKGC fined it £3.3 million ($4.5 million) for failing to conduct proper business partner checks and to implement anti-money laundering controls. As a result, the four brands could no longer claim UK licensing through those arrangements.
W88 held a similar white-label agreement with DM Limited Gaming Limited, which surrendered its license in 2024.
Big Revenue Driver for UK Football Teams
Gambling sponsorships provide a significant revenue stream for UK football clubs.
Gambling Insider reached out to Sean Connell, Editor of The Sponsor, about the potential financial impact of any curtailments.
Connell said the trade publication’s analysis shows significant financial consequences for Premier League clubs from the front-of-shirt ban. The research estimates that EPL clubs with gambling sponsors “stand to lose, on average, 38% of their front-of-shirt value if forced to replace these deals with non-gambling brands.”
He noted that clubs in the bottom half of the table rely most heavily on these deals, citing AFC Bournemouth’s reported £6.1 million ($8.2 million) annual agreement with BJ88, which “sits 49% above fair market value.”
Clubs struggle to find replacement brands. The Sponsor reported that a Premier League commercial director said the team’s next-highest non-gambling offer was less than half of what gambling operators pay.
However, Connell said, “Many clubs are banking on transitioning gambling partnerships from front-of-shirt to sleeve or perimeter advertising, which could recoup significant portions of lost revenue. If successful, some clubs may end up net positive, which is why there isn’t widespread panic yet.”
He warned, though, that further restrictions could trigger financial fair play issues and threaten club stability if gambling money disappears entirely. The 11 EPL teams with front-of-shirt gambling sponsors currently earn about £90m ($122 million) combined from these deals.
The Sponsor also reported that the EPL is considering a league-wide partnership model, in which brands sponsor the entire league and distribute revenue evenly across clubs, similar to major US sports leagues and the Indian Premier League model.
Tough Times for the Industry
The ability of licensed companies to pick up the slack when black-market operators exit their sponsorships is under strain. UK gambling firms now face higher taxes following Chancellor Rachel Reeves’ November budget. From April 1 of this year, online casinos will face a tax rate of 40% of revenue, up from 21%. Online sportsbooks will see revenue tax rise from 15% to 25% in April 2027 for non-horse racing bets.
Companies also question a proposal to raise UKGC license fees. Both the UK government and UKGC support a 30% increase.
These initiatives have already pushed some operators out of the UK market, while others refocus their efforts. Retail operators like William Hill have begun closing stores, and marketing budgets have taken a hit.
In January, Coral announced it would end its sponsorship of the race at the Cheltenham Festival it titled since 1993. The sportsbook operator had served as the festival’s longest-running sponsor, since 1974. Coral said tax hikes forced it to reassess spending across different parts of the business.
While some clubs now face the prospect of losing high-value offshore sponsorships, regulated operators say the move marks an essential step toward protecting consumers and restoring fairness in the market. With billions wagered each year on black market sites by British players, industry leaders argue the proposed ban could help stem illegal gambling activity.
Related stateside: Are prediction market deals too valuable for US leagues to pass up?
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