On the 15 July 2026, the Department for Culture, Media and Sport (“DCMS”) opened a consultation on proposals to ban sponsorship and advertising arrangements with gambling operators that are not licensed by the Gambling Commission. This follows the government’s initial announcement in February 2026. For further background, see our previous blog post here.

The consultation covers unlicensed gambling sponsorship and advertising in Great Britain across all sectors, not only sport. The government’s stated aim is to prevent unlicensed gambling sponsorship moving into other areas, such as cultural events or music venues, although it notes that it is not currently aware of sponsorship or advertising by unlicensed gambling operators at non-sporting events or venues in Great Britain.

Background and Current Position

The consultation follows concerns about overseas gambling brands using sponsorship and advertising arrangements with high-profile sports clubs, particularly Premier League and Championship football clubs, primarily to reach global audiences due to the global nature of the sport. DCMS considers that this exposure is also affecting consumers in Great Britain.

Under the current position, sponsorship or advertising arrangements with unlicensed gambling operators may continue provided that those operators’ services are not accessible to consumers in Great Britain. However, DCMS notes that although geo-blocking is used to restrict access by unlicensed operators, it can be bypassed using VPNs, enabling consumers in Great Britain to access those websites.

Some of these arrangements have also involved white label structures, where a Gambling Commission licensed operator offers gambling services under a third-party brand. The consultation highlights TGP Europe, which held a Gambling Commission licence until May 2025 and acted as a white label provider for a number of overseas brands. After the Gambling Commission identified compliance failings, TGP Europe surrendered its licence and left the British market. This left its overseas partners unlicensed in Great Britain and placed partner football clubs with sponsorship agreements at risk of advertising unlawful gambling.

The consultation notes that DCMS does not currently anticipate extending the proposed ban to gambling operators in white label agreements. However, it will work with the Gambling Commission to consider whether further action is needed to ensure that white label arrangements are properly monitored and enforced where necessary.

Reason for the Proposed Ban

DCMS’ rationale for the proposal is based on three main objectives:

1. Protecting consumers. The proposal is intended to protect consumers, particularly young people and vulnerable people, from unregulated gambling platforms that may not offer adequate player protections. The consultation states that sponsorship arrangements may increase awareness of unlicensed gambling operators and give consumers the impression that those operators are regulated in Great Britain, even where they are not.
2. Reinforcing integrity of the gambling market in Great Britain. DCMS intends to ensure that gambling advertising in Great Britain is limited to operators licensed by the Gambling Commission and subject to the Licence Conditions and Codes of Practice. Licensed operators also contribute to the statutory levy, which funds treatment, prevention and research into gambling-related harm, while unlicensed operators undermine the regulated market and negatively impact the businesses of licensed operators. 
3. Reducing money-laundering vulnerabilities in sport. The consultation refers to the National risk assessment of money laundering and terrorist financing 2025 which identified that football clubs and agents were a cross-cutting money laundering risk and vulnerable to exploitation by organised crime groups. DCMS notes concerns that ownership structures, particularly in low-transparency jurisdictions, can conceal the true beneficiaries of football clubs and stakeholders, such as sponsorship arrangements, creating opportunities to launder criminal funds through mechanisms such as player transfers, ticketing, merchandise sales, sponsorship deals, and image rights. Concerns also exist about links between money laundering in football and unlicensed gambling operators who sponsor football.

What the Ban Would Cover

DCMS proposes to implement the ban through secondary legislation utilising section 328 of the Gambling Act 2005, which gives the Secretary of State power to make regulations controlling gambling advertising, subject to Parliamentary approval.

The proposed ban would make it a criminal offence to participate in or facilitate the advertising of gambling (including the advertising of gambling by sponsorship) by unlicensed gambling operators across all sectors of the economy and at all levels.

The ban across all sectors, venues and events in Great Britain would cover physical advertising and sponsorship assets, including:

• kit and equipment sponsorship;
• pitch side billboards;
• tournament and event programmes;
• venue infrastructure; and
• naming of leagues, events and venues.

The ban would also extend to any team, club, or individual when competing or performing in Great Britain, regardless of the origin or usual location of those events or individuals.

Online Advertising

The proposed ban would focus on physical advertising and sponsorship, and online gambling advertising is not considered as part of the consultation, noting that primary legislation would be required to extend the ban to online gambling advertising. DCMS may consider this later if there is sufficient evidence to do so.

Proposed Timing

The consultation sets out two possible implementation options:

• Option 1: the ban comes into effect on a fixed date in August 2027, before the start of the 2027/28 football season, with all sport sponsorship and advertising of unlicensed operators at sporting events ending before that date; or
• Option 2: the ban applies to new unlicensed operator sponsorship and advertising contracts after the legislation is introduced, while existing contracts may continue until no later than the beginning of August 2028.

DCMS’ preferred option is a fixed start date in August 2027, ahead of the 2027/28 football season.

Potential Impact

DCMS recognises that the proposed ban may have a negative financial impact on clubs, sports, leagues, events and venues that currently have sponsorship or advertising arrangements with unlicensed gambling operators.

The consultation states that approximately 40% of Premier League clubs had sponsorship or advertising deals with unlicensed gambling operators for the 2025/26 season. The impact is likely to greater for lower-revenue clubs and sports that rely more heavily on sponsorship income.

Data provided to DCMS through the consultation will allow the government to estimate the potential financial impact when it considers how the ban should be implemented.

Consultation Response

The consultation includes separate questions for individuals and organisations.

The consultation runs for 8 weeks and closes at 11:59pm on 9 September 2026.

Responses can be submitted through DCMS’ online response form. Where the form cannot be accessed, responses may be sent by email to [email protected].

Please get in touch with us if you have any questions about the consultation on the proposed ban of sponsorship by unlicensed operators.