The UK's Financial Conduct Authority (FCA) 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. The regulator is placing greater responsibility on clubs to scrutinise sponsors and ensure compliance with UK financial promotion rules.
According to Reuters, the FCA expects football clubs to vet commercial partners and confirm that any financial promotions meet regulatory standards. Offshore brokers, crypto exchanges, and high-leverage trading platforms have long used football sponsorships to build brand recognition and access UK retail clients without using standard financial promotion channels.
Rising exposure to crypto sponsorships
Crypto and trading firms have become deeply embedded in football sponsorship. The source states that 70% of Premier League clubs currently hold at least one crypto or trading partnership, making the sector a significant source of sponsorship revenue as gambling advertising is phased out.
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 this shift has already occurred, with more than half of Premier League clubs now having at least one crypto partnership.
Companies including Crypto.com, Gate.io, and Kraken have secured sponsorship agreements across European football, reinforcing the sport's role as a key marketing channel for digital asset and trading platforms.
Consumer protection and regulatory pressure
Lucy Castledine, the FCA's director of consumer investments, highlighted the consumer protection concerns behind the warning. She noted that millions of football fans trust their club's badge, and said clubs should not allow unauthorised financial firms to exploit that loyalty by putting potentially "dodgy" products in front of supporters.
The FCA's message indicates that football clubs could face heightened scrutiny if they promote unauthorised financial services. The regulator's stance suggests that access to football sponsorships may increasingly depend not only on marketing budgets but also on regulatory status.
Commercial stakes for clubs and regulated firms
Sponsorship and partnership agreements are a major revenue stream for leading clubs. According to Deloitte, Manchester City generated 408 million euros in commercial revenue in 2025, surpassing its 332 million euros in broadcast revenue. As gambling advertising is reduced and crypto-related deals expand, the commercial incentives for clubs to pursue such partnerships remain strong.
For FCA-authorised firms, the crackdown on unauthorised counterparts may prove beneficial. Tighter expectations on clubs' vetting of sponsors could reduce competition from unregulated offshore brokers and exchanges, potentially reshaping the landscape for future football sponsorship deals.
