UK Moves to Ban Unlicensed Casino Sponsorships in Football

The Department for Culture, Media and Sport (DCMS) is set to launch a consultation this week aimed at prohibiting unlicensed gambling operators from sponsoring British sport. The move follows a stalled review that began in February and comes after Everton FC signed a three-year sleeve deal with crypto casino Stake.com, despite guidance from the Gambling Commission warning clubs to reconsider such arrangements.

The Guardian

Stake.com surrendered its UK licence in 2025 after a regulatory review that examined its promotion by adult-film actor Bonnie Blue and other viral videos. The company maintains it does not accept bets from UK customers, though the Gambling Commission notes the law does not prevent unlicensed brands from sponsoring clubs. The Everton agreement, signed during a delay in government action, highlighted concerns that clubs might interpret the absence of regulation as a green light for similar deals.

The Guardian

A government spokesperson said, “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.” The spokesperson added, “That is why we are looking to ban unlicensed operators from sponsorship deals in British sport and our consultation on the matter will go live soon.”

The Guardian

Stella David, chief executive of Entain (owner of Ladbrokes), warned that the delay “raises the real and imminent risk of football clubs interpreting the absence of government action as a green light to enter into new sponsorship agreements for next season. These deals are surely now being finalised.”

The Guardian

Stake.com stated, “Stake says it does not take bets in the UK.”

The Guardian

Critics argue the situation exposes vulnerable consumers to illegal betting and deprives the Treasury of tax revenue. A senior industry source urged Manchester mayor Andy Burnham, an Everton fan, to condemn the club’s deal, suggesting that the prime minister could become an inadvertent billboard for a crypto casino. Burnham declined to comment.

The Guardian

• “A government spokesperson said: “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.” — Government spokesperson

The Guardian

• “That is why we are looking to ban unlicensed operators from sponsorship deals in British sport and our consultation on the matter will go live soon.” — Government spokesperson

The Guardian

• “raises the real and imminent risk of football clubs interpreting the absence of government action as a green light to enter into new sponsorship agreements for next season. These deals are surely now being finalised.” — Stella David, chief executive, Entain

The Guardian

• “Stake says it does not take bets in the UK.” — Stake.com

The Guardian