For decades, a deep-seated connection has existed between licensed sports betting operators and English football, with gambling branding becoming a ubiquitous
For decades, a deep-seated connection has existed between licensed sports betting operators and English football, with gambling branding becoming a ubiquitous sight within the sport, particularly through prominent sponsorship deals with Premier League clubs. However, this long-standing relationship is entering a period of significant change, driven by increased scrutiny, regulatory pressures, and a landmark voluntary ban.
Recent years have seen growing criticism regarding the volume of gambling advertising within football, citing concerns about its potential impact on children and vulnerable individuals. In response to these pressures, Premier League clubs collectively agreed in April 2023 to implement a voluntary ban on front-of-shirt gambling sponsorships. This pivotal change is set to come into effect from the end of the 2025-26 Premier League season, specifically in May 2026. The impending ban will inevitably force both clubs and operators to rethink traditional sponsorship models and explore new, innovative approaches for brand visibility during matches.
With the most prominent advertising space set to disappear, attention turns to what the future holds for gambling brands in English football. Alan Alger, an industry sponsorship and PR specialist with extensive experience, including a key role in Betway’s past principal sponsorship with West Ham United, anticipates that clubs likely capitalised on the remaining opportunity by inflating the price of their front-of-shirt sponsorships ahead of the ban’s implementation for the 2025-26 season.
“The savvy clubs that know this are obviously putting their prices up for next season, knowing that this is their last opportunity,” Alger told iGaming Times. He added that clubs in the Championship eyeing promotion to the Premier League would also be looking at securing a lucrative front-of-shirt gambling deal for potentially one season in the top flight. Reflecting on past deals, Alger noted that Betway’s 2015 partnership with West Ham was highly effective, demonstrating the power of the sport - arguably the most-watched globally - as a way to enter and build brand recognition in a new market.
While the front-of-shirt opportunity is ending, those close to the deal-making side of the industry expect the sector to adapt. Gambling branding is expected to remain highly visible through alternative avenues, including LED advertising boards around the pitch and sleeve sponsorships, which are not covered by the voluntary ban. Opportunities for novel activations with players and teams are also anticipated. Alger suggested that companies with a significant global reach might increasingly utilise player appearances for advertising in countries with less stringent regulations than the UK, although current UK rules prohibit players under the age of 25 from featuring in gambling marketing aimed at a domestic audience.
A legal source active in the gambling sponsorships space concurred, telling iGaming Times: “I think there will still be immense value in a betting partnership with a football club.” They highlighted the continued availability of sleeve sponsorships and LED advertising, as well as the potential for leveraging global deals to use players for promotion outside the UK. The legal source also noted that while front-of-shirt deals command high prices due to visibility and exclusivity, the pricing of future deals will be interesting to observe, particularly regarding how exclusivity is valued across alternative assets like regional LED packages.
Some industry observers also anticipate a shift towards more region-specific partnerships. Instead of broad ‘global betting partner’ deals, clubs and operators might explore partnerships focused on specific geographical markets, such as Asian or African betting partners. The legal source suggested to iGaming Times that this could create new exclusivity opportunities for operators, allowing them to secure extensive LED advertising minutes targeted at specific regions, although they acknowledged the complexity involved in managing advertising across global broadcast feeds and diverse jurisdictional regulations. Operators have also begun partnering directly with tournament holders, such as Bet365’s landmark betting partnership with the UEFA Champions League (covering 2024-25 to 2026-27 seasons), which provides exclusivity over stadium branding during matches. Alan Alger viewed this as a strategic move for Bet365, noting that partnering with leagues and cup tournaments offers a broader reach across multiple teams. However, the legal source cautioned that global deals with leagues carry higher due diligence requirements than club deals, as leagues are often more directly bound by regulatory bodies and public perception, necessitating thorough analysis of rights and potential compliance risks.
Adding another layer of complexity to the landscape is the increased scrutiny on white label football sponsorships. Both the UK government’s Department for Culture, Media & Sport (DCMS) and the Gambling Commission (GC) have stated that this model is under investigation. The white label model typically allows non-UK licensed operators to enter into sponsorship agreements with English football clubs, provided that a version of their product is operated in the UK via a locally licensed white label partner that adheres to all relevant gambling regulations.
Alan Alger commented on the model, telling iGaming Times that it was widely considered a “sensible rule” as it ensured a licensed brand had a presence in the UK market, serving as a point of contact for clubs and fans. However, the model came under intense focus following issues with Curacao-licensed BC Game in late 2024. In December, Gambling Minister Baroness Twycross confirmed at the GambleAware annual conference that the government was investigating white label sponsorships, referencing concerns raised by cases like BC Game, which was reported to be operating largely illegally and had been declared bankrupt by a local court for failing to pay player winnings. No further public announcement has been made by the DCMS regarding this investigation since December 2024. BC Game subsequently had its UK white label license stripped, and its sponsorship deal with Leicester City was questioned, although the club stated at the time that the operator was appealing the case and had no liquidity issues from their perspective.
Further highlighting the issue, in February 2025, Stake also had its UK white label license revoked by the Gambling Commission following an investigation into the operator’s social media advertising. Despite no longer holding a UK license to operate, Stake remained the front-of-shirt sponsor for Premier League club Everton as of early May 2025. The Everton-Stake deal, originally signed in June 2022, had previously raised eyebrows due to Stake’s global cryptocurrency gambling activities, though gambling with crypto is not explicitly prohibited in the UK. The Gambling Commission subsequently announced it would contact Everton, along with two other clubs sponsoring unlicensed betting companies, to issue a warning about the risks associated with promoting potentially unlawful gambling websites.
Despite these investigations and warnings, the legal source active in the sector did not foresee a significant immediate change to the white label model. They suggested to iGaming Times that any fundamental change would likely require new legislation, which is a slow process in the UK. Existing law is perceived as relatively clear regarding the need for a license to offer gambling services in Great Britain. While the football or gambling industry could champion a change, the legal source expressed skepticism that clubs would readily forgo the significant financial income provided by these deals unless it was driven by a desire to raise the overall standard of the sport and prevent association with problematic operators.
Adding another layer of potential regulatory influence is the progression of the Football Governance Bill. This proposed legislation aims to establish an independent football regulator in the UK to oversee the sport’s governance, focusing on issues such as club licensing, financial distribution from broadcast deals, and protecting the interests of fans and communities. The Bill, having been introduced via the House of Lords in October 2024, had reached the committee stage in the House of Commons as of early May 2025.
During the final stages of discussions in the House of Lords in March 2025, an amendment was proposed by Liberal Democrat politician Lord Addington that would have mandated a full ban on gambling sponsorships and advertising across English football. The proposed clause explicitly stated a “Duty to prevent advertising and sponsorship related to gambling in English football. English football must not promote or engage in advertising or sponsorship related to gambling.” However, this amendment was swiftly vetoed by a clear majority of 339 votes to 74.
Arguments raised against a total ban during the debate included concerns that it would disproportionately harm lower-tier and non-league teams, which often rely heavily on gambling sponsorships for financial viability. Member Baroness Fox of Buckley questioned, “Why would we cut off a perfectly legitimate source of funding in the form of lucrative sponsorship, which is what these amendments would do?” She also argued that imposing such a ban would create a politically charged regulator, deviating from the Bill’s intended purpose.
Both Alan Alger and the legal source expressed skepticism to iGaming Times about the likelihood of a full gambling sponsorship ban ever being enacted in English football. The legal source drew comparisons to past bans on alcohol and tobacco branding in sports, noting that such changes often stemmed from the sports themselves deciding it was no longer appropriate. They also highlighted the differing public and political views surrounding the health implications associated with gambling compared to those substances.
As of early May 2025, the future of gambling sponsorships in English football is clearly in transition. The voluntary Premier League front-of-shirt ban, effective from May 2026, signals a definitive shift away from the most prominent form of partnership. Simultaneously, the investigation into white label deals and the warnings issued by the Gambling Commission indicate increased regulatory scrutiny on the nature of these partnerships, particularly concerning associations with unlicensed operators.
However, the strong veto of the proposed outright ban during the Football Governance Bill discussions in the House of Lords suggests that a total prohibition on gambling sponsorships across the sport appears unlikely in the short to medium term. While the model will undoubtedly continue to evolve, with a greater focus on alternative advertising spaces like LED boards and sleeves, regional deals, and partnerships with leagues, the financial bond between the gambling sector and English football remains deep-rooted. For now, despite facing evolving challenges and increased oversight, gambling sponsorships seem set to remain a feature of the English football landscape, albeit in modified forms.
