Criticism has been leveled at Chelsea and Tottenham Hotspur for partnering with unlicensed betting companies, as the government weighs the possibility of prohibiting such entities from sponsoring sports teams. A total of 11 Premier League clubs, including Aston Villa and Newcastle United, have agreements with betting firms that are not licensed in the UK.
Unlicensed Gambling Sponsorships Under Scrutiny
A consultation is currently underway to consider banning unlicensed firms from sponsoring sports teams. Entain, a prominent betting group that operates Ladbrokes, Coral, and BetMGM, is advocating for an immediate ban. The Government had previously indicated that it would implement a ban, and Entain believes this should happen without delay, even if it requires teams to change their uniforms mid-season, as “Inconvenience is not an excuse for inaction.”
Entain points out that the partnerships between Premier League clubs and unlicensed betting companies have significant exposure due to their visibility on live TV and highlights programs like Match of the Day. According to some studies, approximately £17bn was wagered on unlicensed platforms in the UK last year, with this figure expected to exceed £30bn by 2028. Chelsea is one of five Premier League clubs to have partnered with 8XBet, along with Ipswich Town, Coventry City, Aston Villa, and Newcastle United. Other notable partnerships include Everton’s deal with Stake, Tottenham’s partnership with VSBet, and Sunderland’s recent agreement with Curacao-based Shuffle.
Current laws allow businesses to enter into advertising and sponsorship arrangements with unlicensed gambling operators, provided that these operators’ services are not accessible to consumers in Great Britain. However, unlicensed operators can prevent access to their services through geo-blocking, which can be circumvented by consumers using virtual private networks. The consultation notes that the existing legislation undermines the regulatory frameworks for gambling licensing and advertising, which aim to protect consumers in Great Britain and reduce the risk of money laundering and crime.