UK Culture Secretary Lisa Nandy has unveiled plans to consult on banning unlicensed gambling operators from sponsoring British sports teams — a move that would close a loophole currently allowing non-UK-licensed brands to gain exposure through white-label arrangements with locally licensed companies.
Under the proposed rules, only operators holding a valid UK licence would be permitted to enter sponsorship deals with sports clubs, including Premier League sides. Several top-flight clubs — among them Bournemouth, Sunderland and Wolverhampton Wanderers — currently have shirt deals in place through such white-label structures.
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Stake and Everton case brought issue to the fore
The issue gained particular attention in February 2025 when Stake lost its UK operating licence yet continued as Everton’s shirt sponsor. Nandy stressed that while clubs are not acting unlawfully under current rules, the status quo poses real risks to consumers who may be directed toward sites operating outside Gambling Commission protections.
“It’s not right that unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that don’t meet our regulatory standards,” she said.
Consultation to launch this spring
The consultation, set to launch this spring, will gather input from across the sports and gambling industries. It sits alongside the government’s Illegal Gambling Taskforce — launched in January and led by Baroness Twycross — which is working with platforms including Google, TikTok, Mastercard and Visa to crack down on illegal operators.
What comes next for gambling sponsorships?
The timing is notable given that front-of-shirt gambling sponsorship in the Premier League is already set to be phased out from the end of the 2025-26 season. However, sleeve sponsorships and pitch-side LED advertising will remain available — meaning licensed operators are already exploring alternative deal structures to maintain brand visibility post-ban.
