It’s not an outright ban, but a proposal at this stage. The Department for Culture, Media, and Sport (DCMS) announced plans to consult on a restriction that prevents unlicensed gambling operators from sponsoring sports teams in the UK. This move aims to minimize risks associated with the illegal market and eliminate what the government considers to be unfair competition for licensed operators. The same announcement also mentioned the anti-illegal-gambling efforts, including the task force on social media platforms, banks, and law enforcement.
The matter at hand goes beyond gambling advertising. It deals with the visibility of operators that are not licensed in the UK but still manage to get exposure through popular football properties. DCMS has also associated the unlicensed market with consumer protection risks.
Why Premier League Sponsorships Are in Focus
The Premier League has already agreed to ban front-of-shirt gambling sponsorships from the end of the current season (with the new rules coming into force from 2026/27). However, this doesn’t automatically remove other sponsorship routes. Media reports indicate that sleeve sponsorships and other commercial tie-ups have remained a path for unlicensed brands to stay visible.
Exposure in the consumer space can continue regardless of the operator’s legitimacy in Great Britain. So, the consultation seems to be aimed at closing this particular gap.
Why the BGC Supports the Timing
BGC’s support is also linked to market positioning. In industry comments, the trade body supported a crackdown on unlicensed sponsorship. It also suggested that illegal operators damage player protection while licensed firms are subject to greater compliance and taxation costs.
These arguments are in line with BGC-supported advertising data published earlier this month. BGC reported that independent analysis conducted by Alvarez & Marsal showed licensed gambling advertising represented 2.7% of total UK ad spend in 2024 (down from 3.0% in the previous year). Overall licensed operator ad spend has been trending lower since 2021, including a 1.7% year-over-year decline in the latest period. According to BGC, the report was independently prepared by A&M based on raw BGC member advertising data.
What the Industry Should Watch
The immediate headline is the sponsorship of the Premier League itself, but the real issue is regulatory direction. The UK is heading down a route of greater control over how unlicensed gambling brands are represented in mainstream sports sponsorship. That could lead to a wider review of sponsorship and partner diligence processes.
