The UK’s Financial Conduct Authority has warned Premier League and other football clubs that partnerships with unauthorized crypto and trading firms could expose them to legal liability and, in some cases, criminal sanctions.
According to Reuters, the FCA is placing greater responsibility on football clubs for the sponsors they choose. The regulator expects clubs to vet commercial partners and ensure they comply with UK financial promotion rules.
The Sponsorship Loophole Might Be Closing
Offshore brokers, crypto exchanges, and high-leverage platforms have used football sponsorships for years to build brand recognition and reach UK retail clients without going through standard financial promotion channels.
With 70% of Premier League clubs currently holding at least one crypto or trading partnership, the sector has become a significant source of sponsorship revenue as gambling advertising is phased out.
"Millions of football fans trust their club's badge," said Lucy Castledine, the FCA's director of consumer investments. "Clubs should not let unauthorised financial firms exploit that loyalty by putting potentially dodgy products in front of millions of fans."
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A Valuable Sponsorship Market Comes Under Pressure
In February 2025, Luke Jackson, sports and technology director at law firm Walker Morris, told Reuters that crypto companies were among the sectors best positioned to benefit from the Premier League’s planned ban on front-of-shirt gambling sponsorships from the 2026/27 season.
Much of that shift has already happened. More than half of Premier League clubs now have at least one crypto partnership, while companies including Crypto.com, Gate.io, and Kraken have secured sponsorship agreements across European football.
The commercial incentives are significant. Sponsorship and partnership agreements have become one of the largest revenue sources for major clubs. According to Deloitte, Manchester City generated €408 million in commercial revenue in 2025, exceeding its €332 million in broadcast revenue.
What This Means for Brokers
For FCA-authorised firms, the crackdown may work in their favour, reducing competition for sponsorship inventory as unregulated offshore rivals face growing pressure.
The FCA’s warning suggests that access to football sponsorships may increasingly depend on regulatory status as well as marketing budgets.
