Unlicensed Gambling Sponsorship Consultation

Wednesday 15th July 2026 Written Statements

[The Minister for Creative Industries, Media and Arts (Ian Murray)]

I am repeating the following written ministerial statement made today in the other place by my noble Friend, the Minister for Museums, Heritage and Gambling and Department for Culture, Media and Sport Lords Minister, Baroness Twycross:

I am pleased to inform the House that we have today published a consultation on banning unlicensed gambling sponsorship and advertising in sport and all other sectors. This follows our announcement in February of our intention to consult on banning such sponsorship in the sport sector.

Under current legislation, businesses are able to enter into advertising and sponsorship arrangements with gambling operators that are not licensed by the Gambling Commission, so long as those operators’ services cannot be accessed by consumers in Great Britain. Unlicensed operators achieve this by geo-blocking their websites. However, this can be circumvented by consumers using a virtual private network. This has become a particular issue over the past year in the sporting sector, particularly football, as the result of changes in the advertising landscape.

We therefore intend to introduce a ban on unlicensed gambling sponsorship and advertising that will target any physical forms or manifestations of advertising or sponsorship. Within a sporting context, this will include kit and equipment sponsorships, pitchside billboards, tournament programmes, venue infrastructure, and the naming of events, leagues and venues. This will make it a criminal offence for any club, league, event, venue, individual or related assets to advertise or be sponsored by a gambling operator not licensed by the Gambling Commission when operating in Great Britain. We also intend to apply this ban to all sectors, to avoid other sectors replacing sport as an alternative vehicle for unlicensed sponsorship.

Our rationale for change is driven by three core objectives:

to protect consumers, especially young people and those who are vulnerable, from unregulated platforms that may not offer adequate player protections or fraud recourse;

to defend the integrity of our domestic market by ensuring that advertising footprints are exclusive to operators who are required to adhere to the Gambling Commission’s licence conditions and codes of practice; and

in the sport sector, to eliminate severe money-laundering vulnerabilities within football clubs and agents that have been explicitly flagged within our national risk assessment.

We believe that although most sectors and sports will be unaffected, some sports or clubs will be impacted. For example, a number of football clubs have or have had sponsorship deals with gambling operators that do not hold a licence to operate in Great Britain. Nevertheless, we want to introduce this ban as quickly as possible. In recognition that football is the primary source of unlicensed gambling sponsorships and advertising, our preferred option is to implement this ban from a fixed date in August 2027, ahead of the 2027-28 football season. This should minimise commercial disruption and allow time to secure legitimate replacements.

I would encourage those in this House who are interested in gambling and sport policy, as well as relevant stakeholders, to share their views through this consultation. I will deposit a copy of the consultation in the Library of each House.

[HCWS255]