Premier League Teams Partner with Asian Gambling Operators
The Guardian reported that five Premier League clubs are collaborating with Asian gambling operators that are not licensed in the UK.
Clubs Involved in Hidden Partnerships
Since the start of the season, advertising from 8Xbet, Nova88, and Kaiyun has appeared on the LED perimeter boards of the following clubs:
- Sunderland
- Aston Villa
- Leeds United
- Nottingham Forest
- Chelsea
However, most clubs do not list these partners on their official websites. The exception is Chelsea, which openly acknowledges its partnership with 8Xbet. The partnership with Kaiyun is only visible when accessed from Asian IP addresses. Aston Villa announced Nova88 in their pre-season statement, but the operator is not yet listed on the club’s website.
Reasons and Consequences for Clubs
From this season, the Premier League has banned gambling advertising on the front of jerseys. This creates financial challenges for clubs, as betting sponsorships generate significantly higher revenue. As Karren Brady highlighted in the House of Lords, the difference between bookmaker sponsorship income and regular sponsorship can be around 40%.
West Ham’s vice-chair warned that for some clubs, this rule could reduce commercial revenues by roughly 20%.
How Clubs Circumvent the Ban
Some clubs have found a simple way to maintain income: entering hidden partnerships with Asian operators not licensed in the UK, targeting markets in China, Southeast Asia, and East Asia. These operators use geoblocking to prevent access from the UK and do not accept bets in pounds.
Methods of Hidden Partnerships
- Displaying logos on stadium LED perimeter boards
- Working with white-label services to register UK domains
- Omitting mentions on the clubs’ official websites
Examples of Clubs and Partners
| Club | Operator | Public Mention |
|---|---|---|
| Sunderland | W88 | No |
| Aston Villa | Nova88 | No |
| Leeds United | 8Xbet | No |
| Nottingham Forest | 8Xbet | No |
| Chelsea | 8Xbet / Kaiyun | Yes / Partially |
Regulatory Risks and Warnings
The UK Gambling Commission (UKGC) advises clubs to assess risks when working with operators without a UK license. Many of these Asian platforms have opaque ownership, creating both legal and reputational risks.
Despite this, clubs continue to use such partnerships to maintain revenue, even ahead of the full ban on gambling advertising on jerseys.