The United Kingdom is set to tighten its gambling system by introducing measures that will ban sports sponsorship agreements with unlicensed betting operators.
This move is designed to prevent foreign gambling companies, those not licensed by the UK Gambling Commission (UKGC), from gaining brand recognition through partnerships with British sports teams, leagues and tournaments.
Under the proposed changes, clubs and sporting bodies would be barred from entering into commercial agreements with gambling firms that do not hold a valid UK license. This would apply to shirt sponsorships, stadium branding, pitch-side advertising, digital promotions and other high-visibility marketing arrangements. Broadcasters could also face restrictions on displaying sponsorship content linked to unlicensed operators during UK-targeted transmissions.
Lawmakers backing the proposal argue that some offshore betting brands have used sports sponsorship as a way to indirectly access UK consumers despite not complying with domestic licensing, tax and consumer protection rules. By restricting sponsorship pathways, regulators aim to reduce the visibility of such operators and steer players toward fully regulated platforms that adhere to UK standards on affordability checks, anti-money laundering controls and responsible gambling safeguards.
The initiative follows wider reforms to casinos announced by the government, which have already introduced stricter controls on advertising and a voluntary phasing out of casino sponsorship on the front of Premier League shirts from the 2026-27 season.
Licensed operators generally support efforts to crack down on unregulated competitors, arguing that it creates a fairer trading environment. However, some sports organizations have raised concerns about potential revenue gaps if sponsorship pools narrow, particularly for smaller clubs reliant on betting partnerships.
If adopted, the policy would mark another step in the UK’s broader strategy to modernize gambling oversight, balancing commercial freedoms with enhanced consumer protection and stricter enforcement against illegal operators.
