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Premier League’s unlicensed betting sponsors play to markets far from the UK
The gambling logos still on Premier League kits are aimed at viewers who watch from abroad.
On 18 September 2026 Entain said 11 of the 20 clubs have Premier League betting sponsors with no Gambling Commission licence, up from the government’s estimate of 8 in 2025/26. Clubs withdrew gambling from the front of matchday shirts at the start of 2026/27, so those deals now sit on sleeves, training kits and boards.
Stake is the one name in that group whose UK series existed and then stopped. It became Everton’s front-of-shirt partner on 1 July 2022.
The GB site closed on 11 March 2025, and the UK series did not return, though Everton kept the mark that season and moved it to the sleeve in 2026/27. While the site was open, the line rose from a dip when the shirt deal began.
The demand that is left sits in other countries. Shares below are each brand’s own Blask Index, January–September 2026.
| Brand | Clubs | Top countries |
|---|---|---|
| Stake | Everton | India 38%, Canada 15.2%, Brazil 4.7% |
| 8xbet | Chelsea, Newcastle, Aston Villa, Ipswich, Coventry | Vietnam 98.8%, Thailand 1%, Indonesia 0.2% |
| Fun88 | Nottingham Forest | Vietnam 59.1%, India 20.7%, Thailand 15.8% |
| SBOTOP | Fulham | Indonesia 65.7%, Thailand 19%, Vietnam 12.7% |
| Shuffle | Sunderland | Pakistan 24.4%, France 24.3%, Canada 22.5% |
| VSBet | Tottenham | Not in Blask data |
| Chexx.bet | Crystal Palace | Not in Blask data |
8xbet’s three countries are its whole measured footprint, and it has no UK series. Fun88 and SBOTOP still register in the UK, at about $91K of CEB a month against a $988M market. Shuffle, signed by Sunderland the week before Entain’s statement, is the only brand here without a majority country. VSBet at Tottenham and Chexx.bet at Crystal Palace are not in the data.
Onshore brands account for 86.3% of UK projected revenue and 96.4% of Blask Index. Offshore CEB averages about $135M a month, and it sits with other operators.
For these operators the Premier League works as airtime in Vietnam, Indonesia and India — the UK is mostly where the logo gets filmed.