The UK government is preparing to unleash a crackdown on unlicensed casinos sponsoring British sports teams, after criticism that delays in implementing proposals have allowed offshore gambling firms to exploit Premier League clubs with lucrative deals. A review announced by the Department for Culture, Media and Sport (DCMS) in February has led some to question whether the government's inaction has effectively given a green light to such partnerships.
As concerns about the issue come to fruition, one prominent example of unlicensed gambling sponsorship has emerged. Everton FC recently signed a three-year sleeve sponsorship deal with Stake.com, a crypto casino that is not licensed by the UK Gambling Commission. This move has been met with criticism from industry insiders, who point out that the club ignored guidance advising them to exercise caution when dealing with such operators.
Pressure on the Labour leader's own football club, Everton FC, comes as Andy Burnham - a vocal critic of the gambling industry and a lifelong supporter of the team - is accused of failing to condemn the deal. An industry source claims that his silence is 'outrageous', given his long-standing stance against the industry.
The government's consultation on proposals to close a loophole allowing unlicensed casinos to sponsor British clubs is expected to seek expert opinion on how to address this issue. The review comes after Entain boss Stella David warned of an increased risk that football clubs would view the absence of government action as a signal to enter into new sponsorship agreements, potentially putting vulnerable consumers at risk.