DCMS plans wider ban on unlicensed gambling sponsorship across sectors

The UK government has outlined plans to prohibit sponsorship and physical advertising by unlicensed gambling operators across a broad range of sectors. This is a significant expansion of proposals first unveiled earlier this year. Through a new Department for Culture, Media and Sport (DCMS) consultation, ministers are seeking views on how the measures should be implemented. Legislation could potentially take effect ahead of the 2027/28 football season.

Ban would extend beyond football

Football has been central to the debate surrounding overseas gambling sponsorship. This latest consultation makes clear the government intends to go much further.

The proposed restrictions would prohibit  sponsorship and physical advertising by unlicensed gambling operators at sports venues, events and competitions. This would also extend to music venues, cultural events and other commercial partnerships.

Pitch-side advertising, tournament programmes, kit sponsorship, venue branding and naming rights would all fall within the scope of the planned legislation.

However, the consultation does not currently seek to regulate online or broadcast advertising. Doing so would require primary legislation rather than secondary powers under the Gambling Act 2005.

"The government has rightly recognised that these sponsorship arrangements create risks for consumers and for sport." – Stella David, CEO, Entain

White-label agreements remain outside scope

One area that appears largely unaffected is the white-label model.

Earlier this year, legal experts suggested partnerships involving UK-licensed white-label providers would not be captured because gambling transactions are already conducted through licensed operators regulated by the Gambling Commission.

That position appears unchanged within the latest consultation. This is despite heightened scrutiny following the collapse of TGP Europe.

The former Gambling Commission licence holder surrendered its licence in May 2025 after receiving a £3.3 million regulatory penalty for anti-money laundering failures and inadequate oversight of its business partners.

Its exit left dozens of overseas betting brands without a route into the regulated UK market. This prompted questions over sponsorship agreements involving Premier League and Championship clubs.

Consumer protection drives reform

According to the DCMS, the proposals are intended to strengthen consumer protection, improve market integrity and reduce money laundering risks associated with unlicensed gambling operators.

The department noted previous investigations had identified links between some overseas operators and criminal organisations. The Financial Conduct Authority has also warned football clubs about commercial relationships with unauthorised businesses, including certain cryptocurrency exchanges.

Government estimates suggest around 40% of Premier League clubs maintained sponsorship or advertising agreements with unlicensed gambling operators during the 2025/26 season.

The consultation follows the Premier League's voluntary decision to remove front-of-shirt gambling sponsors from the beginning of the 2026/27 campaign. This move is expected to reduce sponsorship revenues across the division.

The government's preferred implementation date is August 2027. This would allow clubs and commercial partners time to conclude or replace existing agreements before the start of the 2027/28 season.

An alternative proposal would allow existing contracts to run until expiry, with a final deadline of August 2028.

The consultation remains open until 9 September, after which the government will determine whether to proceed with the proposed legislation.