TLDR The UK government launched an eight-week consultation on banning sponsorships from gambling operators without a UK Gambling Commission license. The preferred start date is August 2027, with a phased option running until August 2028. Everton signed a new sleeve deal with crypto casino Stake despite the looming ban. The rule would only cover physical sponsorships like kits and stadium billboards, not online ads. Public feedback is open until September 9, with a decision expected by the end of 2026.
The UK government has opened a consultation on banning sponsorships and advertising from gambling operators that lack a UK Gambling Commission license. The Department for Culture, Media, and Sport made the announcement on July 15.
The proposed ban would stop offshore operator logos from appearing on team kits, stadium billboards, or in the names of leagues and venues. It targets companies operating without official UK approval.
Two timelines are on the table. The preferred option sets a start date of August 2027, ahead of the 2027-28 football season. A slower, phased approach would let existing deals run until August 2028.
Officials say the earlier date would reduce disruption for teams while giving them time to find licensed replacements. The government frames the plan as both a consumer protection step and an anti-money laundering measure.
A National Risk Assessment found that football clubs and agents can be targets for organized crime. That finding is part of the reasoning behind the proposed changes.
The consultation stays open until September 9. The government expects to make a final decision before the end of 2026.
Everton’s Stake Deal
Gambling Minister Fiona Twycross said most sectors and sports would likely stay unaffected by the change. One team that would feel it is Everton.
The Premier League club announced a three-year deal placing