The UK government is preparing a consultation to prevent unlicensed gambling operators from sponsoring British sports teams after concerns that offshore casino brands are gaining exposure through football partnerships.
The Department for Culture, Media and Sport (DCMS) delayed its review after announcing plans in February. The consultation is now expected to launch following criticism that the delay allowed sponsorship agreements involving offshore gambling companies to proceed.
The issue intensified after Everton FC signed a three-year sleeve sponsorship deal with crypto casino Stake.com. The agreement came despite Gambling Commission guidance urging clubs to carefully assess partnerships with companies without UK licences.
Government Moves To Close Sponsorship Gap
The review will examine rules that currently allow unlicensed gambling companies to sponsor British clubs, even though they cannot legally offer gambling services to UK consumers.
A government spokesperson said: “It’s not right that unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that don’t meet our regulatory standards.”
Entain chief executive Stella David previously warned gambling minister Baroness Twycross that delays could encourage clubs to finalize agreements with offshore operators.
David said the delay “raises the real and imminent risk of football clubs interpreting the absence of government action as a green light to enter into new sponsorship agreements for next season. These deals are surely now being finalised.”
Stake Deal Adds Pressure On Regulators
Stake.com’s Everton partnership has become a key focus of the debate. The company left the UK market after its “white label” partner, TGP Europe, surrendered its licence following regulatory scrutiny.
The Gambling Commission later warned clubs and executives they could face prosecution if they promoted unlicensed gambling businesses that transact with British consumers. Stake has stated it does not accept UK bets.
The company has previously faced scrutiny over the appearance of its branding in online content, including a video investigated by the Gambling Commission involving adult performer Bonnie Blue. Stake said it did not authorize the use of its logo by content creators.
The company also faced questions over cryptocurrency gambling access in the UK. Stake said it maintained anti-money laundering and safer gambling controls and blocked customers attempting to bypass restrictions.
Football Sponsorship Rules Set For Change
Premier League clubs will voluntarily stop using front-of-shirt sponsorship deals with casinos and sports betting companies from the 2026-27 season. The change has shifted gambling partnerships toward sleeve sponsorships and training kit placements, while pitchside advertising remains permitted.
Stake previously appeared on Everton’s shirt front before the upcoming rule change.
A senior industry source criticized the agreement and called on Andy Burnham, an Everton supporter and gambling industry critic, to respond.
“Burnham became stridently anti-gambling when he became mayor of Manchester, but his own football club is taking money from an unregulated gambling company,” said the source. “We face the prospect of our prime minister wearing an Everton shirt and becoming a billboard for a crypto casino, which would be outrageous. He should condemn the Everton deal in the strongest terms.”
Source:
“UK to crack down on unlicensed casinos sponsoring football teams”, theguardian.com, Jul 12, 2026
The post UK Plans Action Against Offshore Casino Deals first appeared on RealMoneyAction.com.