Football Clubs Everton and Leicester Face Regulatory Scrutiny due to Their Partnerships with Gambling Firms
United Kingdom's Gambling Commission Warns Premier League Clubs Over Unlicensed Sponsorships
Following the exit of two unlicensed gambling operators, Stake and BC.Game, from the UK market, the Gambling Commission has demanded these companies take steps to ensure they do not accept customers from Britain. The Commission has also notified Everton and Leicester City, two clubs with active sponsorship deals with Stake.com and BC.Game respectively, that they should demonstrate geoblocking measures for the aforementioned websites.
Despite the geo-blocks, some of these restrictions can be bypassed using Virtual Private Networks (VPNs), the Commission acknowledged. Recently, the Coalition to End Gambling Ads (CEGA) claimed that these gambling websites, promoted by Everton and Leicester City FC, are still accessible to British customers. CEGA further accused the two premier clubs of promoting illegal gambling and questioned if the Gambling Commission would consider prosecution.
In response to CEGA's investigation, one of its representatives was able to create an account with Stake.com and successfully bypassed restrictions by using a VPN. Although the account was eventually restricted after approximately an hour, this incident has raised concerns about the effectiveness of geoblocking measures.
A Stake.com spokesperson reaffirmed the company's dedication to compliance with various jurisdictions' regulations and upholding regulatory integrity. The spokesperson acknowledged CEGA's actions as "deceptive" and "outright fraudulent and illegal" since the representative used fake credentials and tried to conduct illegal transactions. The spokesperson also noted that Stake.com's safeguards worked as intended, as inconsistencies in data led to the account's shutdown.
Regarding UK gambling regulations, it is essential to note that the Premier League is undergoing increasingly strict control over gambling sponsorships. Unlicensed operators are being targeted, and a ban on front-of-shirt gambling sponsorships is being planned for the 2026/27 season. This shift aims to minimize gambling exposure and requires many clubs to rethink their commercial strategies due to the lucrative nature of these sponsorships.
The Gambling Commission is tightening its control over Premier League gambling sponsorships, pushing clubs to drop unlicensed operators following TGP Europe’s exit. The Commission has warned several clubs, including Newcastle United, Fulham, Leicester City, AFC Bournemouth, Wolverhampton Wanderers, and Burnley, about the risks of promoting unlicensed gambling companies. These stricter regulations come as increasing enforcement and a full ban on front-of-shirt sponsorships are anticipated.
While British customers might technically access banned operators via VPNs, this practice conflicts with UK gambling laws and enforcement is becoming increasingly stringent, making such activity risky and unlawful.
- Despite measures to geoblock unlicensed gambling sites like Stake.com and BC.Game, concerns about their accessibility to British customers persist, as some operations can be bypassed using Virtual Private Networks (VPNs).
- In light of the Coalition to End Gambling Ads (CEGA) investigation, European football leagues, including the Premier League, are facing increasing scrutiny over the issue of unlicensed gambling sponsorships, especially as stricter regulations and a potential ban on front-of-shirt sponsorships loom for the 2026/27 season.
