Government Launches Consultation on Gambling Operator Sport Sponsorship; Exploring the Implications for Sport, Industry, and Society

This move comes amid growing concerns about the influence of gambling advertising in sports, particularly its potential impact on younger audiences and those vulnerable to gambling-related harm. 

The Secretary of State’s announcement , which can be viewed here confirms it is the government’s intention to gather a wide range of views from stakeholders, including sporting bodies, gambling companies, advocacy groups, and the general public, in order to inform future policy decisions.

Background: Gambling and Sport Sponsorship

The UK has long seen a close relationship between gambling operators and major sporting competitions. From football shirts emblazoned with bookmaker logos to horse racing festivals sponsored by betting firms, gambling advertising has become a prominent feature in the sporting landscape. 

While sponsorship deals have brought substantial financial benefits to clubs and events, they have also led to increasing scrutiny from campaigners and health professionals concerned about the normalisation of gambling.

The government’s Consultation announcement marks a decisive step in addressing these concerns. 

The Consultation will consider whether existing regulations adequately protect vulnerable groups and whether further restrictions, such as bans on gambling sponsorship in certain sports or at specific times, could be warranted.

The Scope of the Consultation

According to official statements, the Consultation is expected to explore key questions, including:

• Should gambling operators be permitted to sponsor sports teams, competitions, or venues?
• What are the potential risks and benefits for sporting organisations, especially those reliant on sponsorship revenue?
• How does sport sponsorship by gambling companies affect public perception and participation, particularly among young people?
• Are there sufficient safeguards in place to prevent gambling-related harm linked to sport advertising?

The government is inviting evidence from a broad array of sources, with a particular focus on understanding how any changes could impact grassroots sport, professional clubs, and the wider community.

Current Position: The Premier League

Several Premier League football clubs have already moved to phase out gambling sponsors from their kits in response to public pressure as part of a voluntary commitment by the Premier League to remove all gambling sponsorship from the front of football shirts by the end of the current season.

Stella David, the Chief Executive of Entain which owns betting shops Ladbrokes and Coral, called on the Premier League to go further and impose an immediate ban on the sponsorship and advertising of unlicensed gambling operators, warning that the top-tier of English football cannot be “a shop window for the black market”.  On 25 February she referred to the Bournemouth v Sunderland match as a “black market derby”.

Entain’s CEO has written to her counterpart at the Premier League saying “It cannot be right that clubs competing in the world’s most watched football league are promoting gambling brands that do not hold a UK licence. These operators do not contribute to British sport, they do not pay UK gambling duties, and they do not uphold the standards of player protection that our regulated market is built upon.”

The issue has come to a head following the loss of Stake’s Gambling Commission licence held through a white label arrangement with TGP last year. Stake has continued to sponsor Everton despite the loss of its UK licence. Clubs are currently not acting unlawfully in maintaining sponsorship arrangements provided the gambling operator’s site is not accessible to UK customers. TGP itself surrendered its UK licence later in the year meaning that the following Premier League clubs are currently sponsored by unlicensed operators:

Stakeholder Reactions

The announcement has prompted a range of responses. 

Sporting bodies such as the Premier League and the English Football League have acknowledged the need for a balanced approach, noting that sponsorship income from gambling operators supports not only top-flight teams but also lower league clubs and community initiatives. 

Advocacy groups such as GambleAware and the Gambling Commission have welcomed the Consultation, emphasising the importance of evidence-based policy to reduce gambling harms. Some charities argue that sport sponsorship by gambling operators can glamorise betting and encourage risky behaviours, especially among younger fans.

Meanwhile, representatives from the gambling industry have stressed the value of responsible partnership with sports. They argue that sponsorship deals can be managed in a way that promotes safe gambling and supports sporting development, provided that regulatory frameworks are robust and enforced.

Potential Outcomes and Next Steps

The government has pledged to publish the Consultation’s findings and recommendations later in the year. 

Possible outcomes could range from maintaining current regulations to introducing new restrictions on gambling sponsorship in sports and it is conceivable that a phased approach may be adopted, such as restricting advertising during live broadcasts.

Whatever the outcome, the Consultation marks a pivotal moment in the ongoing debate about the intersection of sport, commerce, and public health. It underscores the need for collaborative discussion, ensuring that the interests of clubs, fans, and vulnerable individuals are all considered in shaping future policy.

Gambling Minister Baroness Twycross said “We know the real harm that unregulated gambling can cause, exploiting vulnerable people and leaving consumers without the protections they deserve. 

This consultation, alongside the work of our Illegal Gambling Taskforce, shows how seriously this government is taking the issue. We will not hesitate to act where we see people being put at risk.”

In January 2026, the government launched an Illegal Gambling Taskforce, bringing together major companies including Google, Mastercard, TikTok and Visa alongside law enforcement and gambling bodies to tackle illegal gambling. 

The taskforce, led by Baroness Twycross, will focus on three areas: 

• Stopping illegal operators advertising on social media platforms
• Preventing payments to unlicensed sites
• Improving cross-agency collaboration 

Additional Gambling Proposals

Outside the Consultation, the Department for Culture, Media and Sport is also currently consulting on proposals to increase Gambling Commission fees and options include ring fencing a 10% increase in annual fees, which would be allocated to tackling the black market. This is in addition to the £26m additional funding for the Gambling Commission over a 3-year period, announced in the November budget, which again will be ring fenced to tackle illegal gambling.

Conclusion

As the government seeks input from all sides, the spotlight remains on how sport sponsorship by gambling operators can be managed responsibly. The balance between financial necessity and social responsibility will be central to the debate. For now, stakeholders are encouraged to engage with the consultation process, ensuring that forthcoming policy truly reflects the needs and concerns of the sporting community and wider society.

Ministers believe there is a strong case for stopping unlicensed sponsorship altogether given that brand visibility could drive consumers towards unlicensed sites operating outside the Gambling Commission’s regulatory protections, as well as providing unfair competition for the regulated industry and the loss of tax revenue.