UK Government to Open Consultation on Offshore Casino Sponsorship Deals

The UK government plans to launch a consultation this week focused on unlicensed offshore casinos that sponsor British sports teams, with particular attention on Premier League football clubs. This step follows criticism of previous delays that permitted sponsorship agreements such as the three-year sleeve deal between Everton FC and Stake.com, a crypto casino based offshore, even after the Gambling Commission issued warnings about such arrangements. Officials aim to address regulatory gaps that currently allow these firms to maintain visibility through sports partnerships without holding a UK licence. The consultation will examine ways to restrict sponsorships from companies operating outside the regulated market. Government sources indicate the process will gather input from clubs, sponsors, regulators, and fan groups before any legislative changes are drafted. The move targets loopholes that have enabled offshore operators to bypass domestic advertising restrictions while still reaching UK audiences through high-profile football kits and stadium branding.

Background to the Everton and Stake.com Agreement

Everton FC entered the three-year sleeve sponsorship with Stake.com in 2023, a deal that drew scrutiny because the operator lacks a UK Gambling Commission licence. The Gambling Commission had previously advised clubs against accepting such partnerships, citing risks to consumer protection standards and the potential for unregulated promotions to reach vulnerable audiences. Despite those warnings, the agreement proceeded and remained in place for the full term, highlighting delays in enforcement mechanisms at the time. Those delays prompted renewed calls for tighter rules, and the upcoming consultation represents the government's response to close those gaps. The process will consider whether new powers are needed to prevent similar arrangements in the future, including potential restrictions on payments, kit placements, and digital advertising tied to offshore entities.

Scope of the Planned Consultation

The consultation document, expected later this week, will outline proposals to strengthen oversight of sponsorship income from gambling companies. It will focus on offshore operators specifically, since licensed UK firms already operate under strict advertising codes enforced by the Gambling Commission and the Advertising Standards Authority. Officials have indicated the review will assess how sponsorship deals influence public exposure and whether additional safeguards can limit access for companies outside the licensed system. Data from previous regulatory reviews show that sponsorship revenue forms a significant portion of club income across the Premier League, and any changes would require coordination with football authorities. The consultation will therefore invite evidence on economic impacts alongside consumer protection concerns, allowing stakeholders to submit views on practical implementation timelines.

Regulatory Context and Next Steps

The Gambling Commission has maintained guidance discouraging clubs from entering sponsorships with unlicensed operators, yet enforcement has relied on voluntary compliance in the absence of specific legislation targeting offshore entities. The new consultation seeks to move beyond guidance by exploring statutory options that could apply directly to payments and branding rights. If adopted, measures could require clubs to verify sponsor licensing status and report arrangements to regulators on a regular basis. Those who have followed gambling policy developments note that the consultation launch aligns with broader efforts to update sponsorship rules ahead of the 2026-27 season. The timing allows clubs and sponsors to prepare for any resulting requirements while the government collects detailed submissions during the consultation period, which is expected to run for several weeks.

Conclusion

The consultation represents a targeted response to ongoing concerns about offshore casino involvement in British sport. By focusing on sponsorship loopholes and building on existing Gambling Commission warnings, the process will provide a structured route for potential rule changes. Stakeholders across football and gambling regulation will have the opportunity to contribute evidence before final proposals are developed.