Premier League risks losing betting sponsors if unlicensed firms banned

Ten Premier League clubs could lose tens of millions of pounds next year if the UK government bans sponsorship from gambling companies that are not licensed, The Guardian reports.

The move is being developed through an eight-week consultation that closes this Wednesday. The proposals would stop clubs from carrying the branding of operators that are not authorized in the UK. The Guardian frames the standoff as a direct battle: licensed bookmakers such as Ladbrokes and William Hill back the ban, while the Premier League is understood to be lobbying against it—arguing that many of the firms mainly target overseas markets. Even so, the article notes that anyone using a VPN can open an account and place bets within minutes.

Everton, Stake and the political angle

Everton are central to the issue because of their commercial deal. The club has a three-year sleeve sponsorship agreement with the crypto casino Stake.com, which—according to the report—is based in Australia and Curaçao. The Guardian says campaigners have seized on the sponsorship, in part due to Andy Burnham’s ties to Everton: he attended the club’s season opener against Crystal Palace.

The article also says Entain, which owns Ladbrokes, has written to the 10 Premier League clubs linked to unlicensed operators this week. In its letter to Everton, The Guardian reports, Entain references Burnham’s position. It quotes the letter warning that unlicensed operators are not required to provide safeguards such as Gamstop self-exclusion, deposit/spending limits and affordability checks.

Deals and growing numbers

The Guardian’s analysis suggests the number of top-flight clubs with commercial relationships with unlicensed operators rose from six to 10 over the summer. It also links the increase to the Premier League’s voluntary decision this season to ban front-of-shirt sponsorship deals connected to gambling companies.

Alongside Everton, the report mentions Fulham moving their SBOTOP sponsorship from the shirts to the training kit, while several other clubs—including Chelsea and Tottenham—have arrangements involving perimeter advertising and/or player branding. The Guardian adds that the government intends to introduce the ban next year, though it expects pressure from the Premier League to let existing contracts run their course.