As jersey sponsorship restrictions take effect, new regulatory bodies are established, and warnings about white-label collaborations are issued, UK football betting sponsorships are at a critical juncture of drastic change.
Since the legalization of sports betting in the UK, the industry has formed a close bond with football, with betting brands once being a significant part of the image of Premier League clubs.
However, this partnership is undergoing a transformation. Over the years, there has been widespread concern about the excessive gambling advertisements during football matches, with critics pointing out that such content has a negative impact on children and could contribute to addictive behaviors. In response to social pressure, Premier League clubs collectively pledged in April 2023 to voluntarily stop front-of-shirt gambling advertisements from the 2025-26 season.
This means that both clubs and betting companies must look for alternative forms of exposure. Sponsorship and PR expert Alan Alger noted that some clubs are using the "last chance window" before the ban to significantly increase sponsorship prices, especially those likely to return to the Premier League.
Alger, who played a key role in Betway's partnership with West Ham United, stated that promoting brands through Premier League events is "very effective," and Betway has achieved rapid market penetration through this.
Although front-of-shirt advertising is about to exit the stage, betting brands still have other channels to explore, such as stadium LED billboards, shirt sleeve logos, and player endorsement activities. However, current UK regulations prohibit players under the age of 25 from appearing in betting advertisements, which imposes certain restrictions on marketing strategies.
Legal experts point out that the collaboration between betting brands and clubs still holds commercial value, and may focus more on regionalization in the future. For example, some Premier League clubs may establish partnerships with operators in Asian or African markets, focusing on local audiences, and competing for advertising rights in overseas broadcasts.
Although this strategy has potential, it also faces challenges in global broadcasting and compliance requirements, especially when advertising content needs to be adjusted for different legal environments.
Meanwhile, betting companies are also moving closer to leagues and event organizers, seeking broader brand exposure. For instance, Bet365 announced a partnership with the Champions League last year, covering the 2024-27 seasons, where its brand will have exclusive stadium advertising during the matches. This "league-level" cooperation not only enhances brand influence but also provides a more stable foundation for operators in a complex regulatory environment.
However, legal experts note that cooperation with leagues may face higher compliance scrutiny risks, as leagues generally have a lower tolerance for risk than individual clubs.
White-label model under regulatory scrutiny
The so-called "white-label" model, where overseas betting companies collaborate with licensed entities in the UK to promote their brands, was once seen as a legitimate way to circumvent local licensing restrictions. However, this model has increasingly come under scrutiny in recent years.
The UK government and the Gambling Commission are currently assessing the white-label model. At the end of 2023, the white-label brand BC Game had its license revoked due to improper operations, and its partnership with Leicester City was also questioned. In early 2025, Stake lost its white-label qualification due to social media advertising issues, although it remains a shirt sponsor for Everton.
Given Stake's global activity in the cryptocurrency gambling sector, this partnership has sparked ongoing legal and ethical discussions. The Gambling Commission has reminded clubs of the risks of continuing to collaborate with unlicensed operators, which could promote illegal platforms.
Despite stricter regulations, the legal community generally believes that the white-label system is unlikely to be completely abolished in the short term unless amended through a clear legislative process.
Football Management Act introduces a new era of regulation
For a long time, the UK lacked systematic regulation of the commercial operations of football clubs. However, in October 2024, the Football Management Act was introduced and passed in the House of Lords, marking the establishment of an independent football regulatory body. This body will be responsible for club licensing, distribution of broadcast revenue, fair competition, and protection of fans' interests.
Although there were attempts to include a comprehensive ban on gambling advertisements in the bill through amendments, such proposals were overwhelmingly rejected by Parliament. Opponents emphasized that banning gambling sponsorships would impact smaller clubs that rely on this type of income.
Experts generally believe that gambling's presence in football is unlikely to disappear completely but will emerge in new forms of cooperation, such as regionalization, league-level cooperation, and multi-channel brand activation.
As Alger said: "The sports world often perceives the necessity for change on its own, rather than relying entirely on the government to drive it." It appears that the future of UK football betting sponsorships will not be completely severed but will be restructured into a more regulated and differentiated cooperation system.
