The British government is consulting on a proposed ban that would prevent unlicensed gambling companies from sponsoring UK sports teams, a move designed to protect consumers from unregulated operators.
Several Premier League clubs currently display logos from these firms, though their existing arrangements are not unlawful.
The initiative aims to shield the public from potential harms posed by companies not regulated within the UK.
While clubs are not currently breaking the law, the Premier League has already voluntarily committed to ending all front-of-shirt gambling sponsorships from the close of the current season.
Culture Minister Lisa Nandy emphasised the importance of consumer safety, stating: "When placing a bet on the big match, fans deserve to know the sites they’re using are properly regulated, with the right protections in place.
“It’s not right that unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that don’t meet our regulatory standards."
The government's concern centres on the lack of adherence by unlicensed companies to crucial UK laws and guidelines.
These include mandatory financial vulnerability checks and sufficient data protection measures, which are vital safeguards against fraud and identity theft.
The Betting and Gaming Council publicly supported the government’s stance, posting on X: "We agree with DCMS Secretary @lisanandy: it’s not right that gambling companies without a UK licence can sponsor Premier League clubs.
“If an operator wants the visibility and credibility of English football, they should meet the high regulatory standards set here in the UK."