The UK government has opened a public consultation on plans to prohibit sports organisations and other businesses from entering sponsorship or advertising agreements with gambling operators that are not licensed by the UK Gambling Commission, marking a significant step in its efforts to tackle black market gambling exposure.
Announced by the Department for Culture, Media and Sport (DCMS), the consultation seeks views on introducing new legislation that would close a loophole allowing unlicensed gambling companies to sponsor British sports teams, provided their services are technically unavailable to consumers in Great Britain through geo-blocking. Officials argue that the widespread use of virtual private networks (VPNs) has rendered those protections ineffective.
The move follows growing concern over the visibility of offshore gambling brands in English football. While Premier League clubs are voluntarily ending front-of-shirt gambling sponsorships from the start of the 2026/27 season, unlicensed operators have continued to secure branding opportunities through sleeve sponsorships and other commercial partnerships.
Recent examples have included Everton’s sleeve sponsorship agreement with Stake, alongside previous partnerships involving clubs such as AFC Bournemouth, Wolverhampton Wanderers, Fulham and Leicester City with offshore betting brands that do not hold UK licences.
According to the DCMS, the proposed reforms are driven by three main objectives: strengthening consumer protection, safeguarding the integrity of the regulated gambling market, and reducing money laundering risks linked to unlicensed operators. The department believes only businesses licensed by the Gambling Commission should be permitted to advertise or sponsor organisations in Great Britain.
To implement the changes, the government is considering secondary legislation that would give the Secretary of State powers to regulate gambling advertising. If approved by Parliament, entering sponsorship or advertising agreements with unlicensed gambling operators could become a criminal offence, with organisations potentially facing financial penalties for ongoing breaches.
The consultation notes that existing white-label arrangements compliant with the Gambling Commission’s Licence Conditions and Codes of Practice (LCCP) would not initially be affected, although further discussions may determine whether additional action is needed in that area.
The primary focus is on sponsorship and advertising in physical sporting environments rather than digital marketing. However, the DCMS also expects to work more closely with Ofcom to address the broadcast of advertising linked to unlicensed gambling operators on television and radio.
Industry stakeholders, sports organisations and the public have until 9 September 2026 to submit evidence and feedback. The government says responses will help assess the financial impact any ban could have on clubs, leagues and governing bodies before legislation is introduced.