The United Kingdom government has announced plans to consult on banning sports sponsorship deals with unlicensed betting companies, citing concerns about consumer protection and the risks posed by unregulated gambling operators. Ministers argue that fans should be confident that betting platforms linked to their favorite teams meet national regulatory standards and include safeguards against financial harm and data theft.

Currently, sports clubs are allowed to sign sponsorship agreements with betting firms that do not hold a United Kingdom license, provided those companies do not offer services to consumers within the country. This loophole has enabled firms to use the global television reach of top football competitions to promote their brands overseas, sometimes in markets where gambling laws are weak or unclear. The government believes ending such arrangements could prevent consumers from being drawn toward unlicensed platforms operating outside official oversight.

The proposed ban could affect several football clubs that have partnerships with betting companies operating through complex licensing structures, including so called white label arrangements. It would go further than the voluntary agreement by top division clubs to remove betting firms from the front of match shirts starting next season, as a government ban could extend to all forms of sponsorship and branding.