The UK government is pushing ahead with plans to ban unlicensed gambling companies from sponsoring British sports teams, in a move that could force several Premier League clubs to tear up existing commercial agreements before the end of the decade.

Ministers confirmed on Wednesday that a formal eight-week consultation is now under way. The proposals, if enacted, would make it a criminal offence for sports teams to carry the branding of gambling operators that do not hold a Gambling Commission licence — covering shirt sleeves, stadium hoardings and pitch-side advertising alike. The ban could come into force as early as August 2027, with a hard deadline of August 2028.

Everton in the firing line

Everton are the most prominent club in the crosshairs. The Merseyside club signed a fresh sleeve sponsorship deal with Stake.com in June — understood to be worth at least £10 million — despite the government signalling in February that a crackdown was being considered. Stake.com, a crypto casino, does not hold a licence to serve customers in Great Britain. The agreement was due to run until the end of the 2028-29 season, but Everton now face the prospect of having to exit the arrangement mid-term, costing the club at least one full year of that income.

Everton are not alone. Chelsea and Ipswich Town both carry 8Xbet branding, while Fulham are partnered with SBOTOP — none of which are licensed to operate in Great Britain. Clubs further down the football pyramid are also understood to hold similar arrangements, meaning the net is cast wide across English football.

Beyond football

The proposals extend beyond the Premier League. Stake.com has previously featured on the Sauber Formula One car, and any comparable deal struck in the future would require teams to strip that branding for the British Grand Prix weekend. The World Snooker Tour carries sponsorship from Sportsbet.io, another operator without a Great Britain licence, leaving the sport similarly exposed.

Gambling minister Fiona Twycross acknowledged that most sports and clubs would be unaffected, but was direct about the intent: the government wants to protect vulnerable people from being drawn towards unlicensed sites and reduce the risk of sport being exploited for money laundering. Currently, the rules permit such arrangements so long as the operators do not take bets directly from British consumers — but officials are concerned that UK users are reaching those sites via virtual private networks after seeing football-related advertising.

A separate issue from the kit-front ban

It is worth noting that this proposed legislation is distinct from the voluntary decision already taken by Premier League clubs to remove gambling logos from the front of match-day shirts from the start of the 2026-27 season. That was an industry-led agreement; this is government regulation with criminal sanctions attached.

The consultation period gives clubs, broadcasters and sponsors eight weeks to make their case. Online partnerships between sports teams and unlicensed operators are not covered by the current proposals — though ministers have said they will consider extending the rules to digital platforms if evidence supports it.

The noises out of Westminster suggest the direction of travel is settled; what remains to be determined is the precise timetable and scope. For clubs like Everton, with a multi-year deal already signed and sealed, the clock is ticking.

FAQs

Frequently asked

Which Premier League clubs could be affected by the unlicensed casino sponsorship ban?
Everton (Stake.com), Chelsea and Ipswich Town (8Xbet), and Fulham (SBOTOP) are among the Premier League clubs currently partnered with gambling operators that do not hold a Gambling Commission licence to serve customers in Great Britain.
When could the ban on unlicensed gambling sponsorship in UK sport come into force?
The government says the ban could be introduced as early as August 2027, with a latest possible start date of August 2028. An eight-week consultation is currently under way before any final decision is made.
Does the ban cover online gambling sponsorship as well as shirt and stadium deals?
No — the current proposals focus on visible branding such as kit logos, stadium hoardings and pitch-side advertising. Online partnerships are not included at this stage, though ministers have said they may consider extending the rules to digital platforms if necessary.