Nottingham Forest and Crystal Palace have been warned over their commercial relationship with sponsor Kaiyun Sports. Thus, the warning came after the revelation that the platform is one of the bookmakers that does not have a license to operate in the United Kingdom.
Furthermore, Kaiyun Sports would not be complying with the guidelines of the new football code of conduct in relation to the sponsorship of betting games. Recently, the Premier League, Football Association (FA), EFL and Women’s Super League announced this code.
Risks of sponsorship with bookmakers
When they announced the deal with Nottingham Forest in 2023, Kaiyun Sports operated through a company called TGP Europe. However, they warned Nottingham Forest that they could break the law if they made the site available in the UK.
Kaiyun Sports is the title sponsor of Nottingham Forest and also displays its brand on the sleeve of the Crystal Palace shirt. The platform has already had commercial partnerships with:
- Chelsea – ended in June 2024
- Aston Villa – in the 2022/2023 season
It is worth remembering that the Premier League banned sponsorship from bookmakers from the 2026/2027 season onwards.
While this measure does not come into full force, clubs are taking the opportunity to close short-term master sponsorship agreements with bookmakers.
When they announced the agreement with Nottingham Forest, the club did not disclose that Kaiyun operated in the betting business. They described Kaiyun Sports as a “digital sports platform”.
Kaiyun Sports has already established partnerships with Real Madrid and Internazionale. Based in Asia, the company faces accusations of promoting games in China, where this practice is prohibited by law.
Impacts of warnings for Nottingham Forest and Crystal Palace
The warnings received by Nottingham Forest and Crystal Palace highlight the need for transparency and compliance with local laws. The lack of a valid license to operate in the UK puts clubs in a delicate position, potentially affecting their reputation and finances.
Furthermore, the ban on bookmaker sponsorships from 2026/2027 represents a challenge for clubs, who will need to look for new sources of revenue.
English football is changing its sponsorship policies significantly. These new decisions will impact the future of the clubs’ commercial relationships, which will have to be more cautious when choosing sponsors to avoid legal and image problems.
