Premier League Clubs Warned Over Unlicensed Sponsorship with Kaiyun Sports
Crystal Palace and Nottingham Forest, have been warned regarding their sponsorship agreements with Kaiyun Sports, a betting website lacking a UK license.
Sponsorship Concerns
This warning is part of a broader effort to reduce children’s exposure to gambling advertisements, with a planned ban on gambling sponsorships on jerseys set for the 2026-27 season.
However, despite this upcoming ban, several clubs have recently entered into sponsorship agreements with betting companies.
Details of the Sponsorship Agreements
Crystal Palace entered into an agreement with Kaiyun Sports on May 27, 2023, appointing the brand as its Official Sleeve Partner for the 2023-24 season.
Nottingham Forest, on the other hand, signed a two-year deal with Kaiyun Sports in September 2022, making the sports platform the team’s official front-of-shirt sponsor.
Regulatory Issues
The primary issue with these sponsorships is that Kaiyun Sports does not hold a license to operate in the UK. According to a spokesperson for the Gambling Commission, engaging in sponsorship deals with an unlicensed operator could result in the offense of advertising unlawful gambling if the operator’s services are not blocked to consumers in Great Britain.
This clarification highlights the legal risks associated with such agreements under section 330 of the Gambling Act 2005.
New Code of Conduct
The recent warnings coincide with the adoption of a new code of conduct for gambling-related sponsorship agreements by top soccer leagues in the UK, including the EFL, the FA, the Premier League, and the Women’s Super League.
The sponsorships with Kaiyun Sports are inconsistent with this newly adopted code, reflecting a stricter regulatory environment aimed at curbing unlawful gambling promotion.
Previous Partnerships
Nottingham Forest and Crystal Palace are not the first clubs to have partnerships with Kaiyun Sports. In 2022, Aston Villa and Chelsea also had agreements with the gambling operator, highlighting the widespread nature of such sponsorships within Premier League clubs despite regulatory risks.
Impact and Future Directions
These recent developments underscore the increasing scrutiny of gambling sponsorships in professional sports.
As the Premier League moves towards implementing stricter regulations by the 2026-27 season, clubs will need to ensure compliance with both current and future laws to avoid potential legal consequences and align with ethical standards aimed at protecting vulnerable audiences, particularly children.
