UK to crack down on unlicensed casinos sponsoring football teams

The UK government is set to launch a long-awaited consultation this week on proposals to ban unlicensed casinos from sponsoring British sports teams, according to well-placed sources. Progress had stalled since February when the Department for Culture, Media and Sport (DCMS) promised a review in spring.

The delay drew criticism after Everton FC signed a three-year sleeve sponsorship deal with controversial crypto casino Stake.com, ignoring guidance from the Gambling Commission. Stake effectively surrendered its UK licence last year amid a regulatory review, including the apparent promotion of the brand by porn actor Bonnie Blue.

Stella David, CEO of Ladbrokes owner Entain, wrote to gambling minister Baroness Twycross in early June urging swift action, warning that sponsorship agreements with unlicensed firms were “surely now being finalised.” Within weeks, Everton announced its deal with Stake.

David also warned that some unlicensed casinos are illegally taking bets in the UK, “profiting international criminal networks, depriving the Treasury of tax revenues and having a detrimental effect on UK consumers.” Stake.com did not respond to a request for comment.

Stake previously sponsored the front of Everton shirts, but from the 2026-27 season, Premier League clubs voluntarily agreed to ban front-of-shirt deals with casinos and sports books. This has pushed operators to sleeve and training kit sponsorships, as well as pitchside hoardings.

A government spokesperson said: “It’s not right that unlicensed gambling operators can sponsor some of our biggest football clubs… That is why we are looking to ban unlicensed operators from sponsorship deals in British sport and our consultation on the matter will go live soon.” Everton declined to comment, and Greater Manchester mayor Andy Burnham, a vocal gambling critic, did not respond.