The UK government is moving towards banning sponsorship and advertising from unlicensed gambling operators, expanding the scope to include non-sport related deals. On Wednesday, the Department for Culture, Media and Sport (DCMS) announced it is conducting a second consultation following an initial review in February. This initiative aims to implement a ban by August 2027.
The consultation intends to use secondary legislation under the Gambling Act 2005 to criminalize the promotion of unlicensed gambling operators across Great Britain. This ban will impact any entities, including clubs, leagues, events, and venues, that engage in promoting such advertising or sponsorship.
Interestingly, white-label partnerships appear to be exempt from this prohibition. According to legal experts earlier this year, as one lawyer mentioned in March, “the white label model isn’t affected by that because you have got someone who is legitimately taking money from British consumers in a compliant way.”
The DCMS is soliciting feedback from a variety of stakeholders, encompassing professionals from sports and gambling sectors alike. In the first consultation held in February, the government indicated that teams were not acting unlawfully by maintaining sponsorships with unlicensed operators, but this could change with new details.
The latest consultation is focused on how to implement the ban comprehensively.
In its proposals, the DCMS aims to eliminate physical advertising properties, including pitch-side hoardings and tournament programs, alongside kit sponsorships, venue infrastructure, and naming rights. The government is keen to ensure the ban extends across all sectors, preventing unlicensed operators from shifting advertisements to other venues like music events or cultural gatherings. Currently, the consultation does not propose expanding this ban to online or broadcast advertising, which would require primary legislative action.
The push for these reforms is particularly centered on sports, with football being a primary focus. The impetus for such measures was heightened by the May 2025 collapse of TGP Europe, a former Gambling Commission license holder that provided white-label services to various foreign betting brands sponsoring clubs in the Premier League and Championship. TGP failed to perform adequate checks on its partners and was penalized for breaching anti-money laundering regulations, resulting in a £3.3 million fine and the surrendering of its license. This incident cast doubt on the legitimacy of up to 29 white-label brand contracts linked to football sponsorships.
The government has outlined three key objectives for the ban: consumer protection, market integrity, and anti-money laundering. Past investigations have revealed connections between certain international gambling sponsors and criminal organizations. The Financial Conduct Authority has even alerted clubs about their associations with unauthorized entities, including some cryptocurrency exchanges, emphasizing potential risks for both consumers and clubs.
Two possible timelines for the ban's implementation have been proposed. The preferred option suggests a fixed start date in August 2027, coinciding with the beginning of the 2027/28 football season, which would necessitate that all physical advertising and sponsorship from unlicensed entities cease by then. An alternative option would allow existing contracts to expire, with a final cutoff in August 2028 for deals arranged prior to the ban.
Officials have recognized the potential financial effects on clubs, especially smaller teams that heavily rely on income from gambling sponsorships. Consequently, the DCMS is gathering evidence from clubs, leagues, and other stakeholders regarding their contractual commitments and possible financial disruptions.
Government assessments revealed that roughly 40% of Premier League clubs had sponsorship or advertising ties with unlicensed operators during the 2025/26 season. This proposed ban follows the Premier League’s voluntary suspension of front-of-shirt gambling sponsorships beginning in the 2026/27 season, with estimates suggesting teams could experience an £80 million revenue shortfall as a result.
In May, leading operator Entain urged the Independent Football Regulator (IFR) to prohibit clubs from partnering with unlicensed gambling operators. This week, Entain expressed support for the government’s consultation. CEO Stella David remarked, “The government has rightly recognised that these sponsorship arrangements create risks for consumers and for sport.” She emphasized that while the government has pinpointed the dangers associated with unlicensed gambling sponsorship in sports, many operators still reach consumers through online platforms.
The consultation is open for feedback via an online form and email, with submissions due by September 9. The government plans to review all responses and determine its regulatory approach by the end of the year.
