The Premier League faces a nuanced issue as clubs prepare for next season when gambling sponsorships for forwards will be banned. Eleven clubs will be looking for new main sponsors next season, with many seeing the loss of gambling revenue as a serious financial blow.
West Ham United vice-chairman Karren Brady recently told the House of Lords that gambling sponsorships tend to be around 40% more lucrative than non-gambling sponsorships, meaning some clubs could lose almost a fifth of their total commercial income. Some of the experts combine it with the updated Anonymous UK Players policies
During this period of change, clubs have increasingly sought innovative ways to partner with gambling operators without falling foul of current UK regulation.
For example, Jackpot Sounds has highlighted the growing trend of clubs dealing with foreign or illegal partners while stating that all engagements are for entertainment purposes and are considering the origins of responsible engagement.
A number of Premier League teams including Sunderland, Aston Villa, Leeds, Nottingham Forest and Chelsea are alleged to have entered into clandestine deals with betting firms focused on targeting international markets.
The companies are often not licensed in the UK but operate in Asia and allow clubs to maintain these additional revenue streams.
White label arrangements
Some operators use third-party companies to secure UK domains and regulatory compliance, despite not being licensed nationally.
Geographic blocking
Websites are often blocked for UK users to comply with local restrictions.
Focus abroad
Promotions and services are aimed at Asian customers, keeping UK punters out of reach.
While these agreements avoid direct violations, they highlight the tension between commercial interests and regulatory intent.
Income and advertising opportunities beyond the shirt fronts
Even with the ban, advertising space remains valuable in other ways. Clubs are exploring alternatives that allow gambling associations to comply with UK law:
- Sleeve Sponsorships: Shirts may display betting branding on the sleeves.
- LED Perimeter Boards – Stadium advertising offers a high visibility option for sponsors.
- Digital Marketing: Clubs leverage online channels outside of UK reach to sustain deals.
These strategies allow clubs to retain significant commercial value, even if traditional sponsorship avenues are closed.
Regulatory challenges and supervision
The UK Gambling Commission has issued guidelines for clubs dealing with unlicensed operators. Although the rules are more flexible than before, there is an emphasis on risk management:
- Verification of non-UK customers: Clubs must ensure that members do not accept bets from UK or GBP users.
- Source of funds: Clubs are encouraged to understand where the money is coming from.
- Ongoing Compliance: Maintaining geo-blocking and complying with overseas-only operations is essential.
White label companies like TGP EuropeBetway, William Hill and Leovegas have traditionally acted as backbone companies for Asia-focused operators to operate in the UK, but regulatory fines and market exits have complicated this structure. However, offshore operators remain involved in the Premier League ecosystem regardless of this complexity.
Gambling for fun and responsible participation
Clubs and platforms are increasingly promoting the game for entertainment rather than as a revenue generating mechanism. Like Bojoko or OLBG, Jackpot Sounds, for example, has responsible engagement in mind and offers jackpot replay, even for users who may not have placed a bet.
They emphasize the fact that gambling should be fun and when gambling, the individual should be aware of the risk involved.
- Age restrictions: Compliance with local legal minimums (18+, 21+) is mandatory.
- Self-exclusion tools: Users can voluntarily limit access to betting platforms.
- Transparency: Clear communication of risk and entertainment focus helps protect users.
Market reactions and ethical considerations
Some detractors claim backroom deals could compromise the integrity of the ban and put clubs at risk of reputational damage. Supporters respond that these arrangements are adequate to ensure financial stability in limited advertising channels.
- Stakeholder Response: Commercial transparency is closely monitored by fans and the media.
- Ethical sponsorship: Clubs must balance revenue needs with social responsibility.
- Future reforms: Policymakers may consider tightening restrictions on foreign-facing deals.
The evolving landscape illustrates a broader challenge for sports organizations: generating revenue without compromising ethical standards.
Conclusion: Navigating a complex ecosystem
Premier League clubs are navigating a delicate balance between financial necessity and regulatory compliance.
Hidden partnerships with gambling operators provide crucial revenue, but demand careful oversight. With platforms like Jackpot Sounds highlighting responsible engagement strategies, the industry is finding ways to combine entertainment value with safety and legal compliance.
- Creative Sponsorship: Clubs continue to explore legal and ethical alternatives.
- Regulatory dialogue: maintaining communication with the authorities ensures smoother operation.
- Fan Education: Emphasizing safe engagement supports long-term trust.
according to Vladislav Lazurchenko from Jackpot Sounds, ultimately the Premier League’s response to sponsorship bans demonstrates the complex interplay of finance, law and social responsibility, and it will be interesting to see how clubs adapt over the coming seasons.
