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The UK government’s Department for Culture, Media and Sport (DCMS) has begun a consultation to prohibit unlicensed gambling sponsors from sports, targeting a persistent issue that has frustrated licensed operators such as Entain.
Despite the Premier League phasing out front-of-shirt gambling sponsorships for the 2026/27 season, unlicensed brands like Stake on Everton’s sleeve and other similar partnerships—such as BJ88 with AFC Bournemouth and DEBET with Wolverhampton Wanderers—remain visible. The DCMS has outlined three primary concerns: protecting players, preserving the integrity of the licensed gambling market, and reducing money-laundering risks.
The proposed ban would criminalize sponsorship agreements with unlicensed gambling providers, with potential penalties for non-compliance. However, the focus is primarily on in-stadium advertising, while online sponsorships and ads are excluded for now. The DCMS will work with Ofcom to address illegal gambling promotions during TV and radio broadcasts.
White-label agreements compliant with the Gambling Commission’s Licence Conditions and Codes of Practice (LCCP) are not immediately affected, though further discussions may follow. The consultation seeks input from stakeholders, including sports clubs and operators, to evaluate the financial impact and potential risks before legislation is introduced.
Responses are due by September 9, 2026. The move follows reports that unlicensed gambling services can easily bypass geo-blocking measures using VPNs, making them accessible to UK players despite regulatory restrictions.
