The UK Culture Secretary, Lisa Nandy, announced that the government will open a public consultation to discuss banning sponsorships by unlicensed betting operators to sports teams in Great Britain.
The measure aims to close a loophole in current legislation that allows unregulated foreign brands to advance in English football.
How does the “loophole” in the white-label model work?
Currently, operators that do not have a license in the United Kingdom are able to sponsor British teams through white-label partnerships with companies that are licensed in the region.
The debate gained momentum in February 2025, when Stake lost its operating license in the United Kingdom, but was allowed to continue sponsoring Everton indefinitely.
Clubs such as Bournemouth, Sunderland and Wolverhampton Wanderers also have agreements using this model.
Under the new law, only companies holding an active British license would be allowed to form partnerships with clubs.
The government made it clear that the teams are not acting illegally today, but warned of the risks to consumers.
“Fans deserve to know that the websites they use are properly regulated. It’s not right that unlicensed operators sponsor our biggest clubs, attracting fans to platforms that don’t meet our protection standards,” Nandy stated.
Offensive against the black market
The public consultation, scheduled for this European spring, will hear from professionals in sports and the iGaming industry.
This measure is part of a larger offensive: in January, the government launched a Task Force against Illegal Gambling, which already works alongside giants like Google, Mastercard, TikTok, and Visa to block advertisements on social media and block payments to clandestine websites
The end of the main sponsorship and the commercial future.
All this restructuring is taking place in a context of intense transition.
Starting at the end of the 2025-26 season, betting sponsorship on the front of shirts will be banned in the Premier League.
Despite this restriction, experts point out that English football will continue to be a valuable showcase.
The new rules will still allow brands to be displayed on the sleeves of uniforms and on the LED panels in stadiums.
For global operators, the tournament’s international visibility ensures that partnerships remain attractive, provided that, from now on, they comply with the country’s strict licensing requirements.
