UK Government Warns Nottingham Forest and Crystal Palace for Their Dealings with Asian Sportsbook

Nottingham Forest F.C., a two-time UEFA Champions League winner, was given government warning from the UK government’s body regulating gambling, UKGC, for affiliating with an Asian sportsbook that doesn’t possess a gambling license in the country. However, the football official, who now runs a football consultancy advising Premier League clubs, said the club won’t suffer the consequences of their action.

The UK Gambling Commission (UKGC), the UK government agency, has issued warnings to two English Premier League (EPL) teams—Nottingham Forest F.C. and Crystal Palace F.C.—about their affiliations with Kaiyun Sports. The Asian sportsbook doesn’t have a license to operate in the UK, and both clubs have been informed that if the site is made accessible in the country, they may be in violation of the law.

Since last year, Nottingham Forest has used Kaiyun as their front-of-shirt sponsor; however, that agreement is about to expire in less than a year.
Keith Wyness, the former official of Everton F.C., has stated that Nottingham Forest won’t have any issues with their partnership with the contentious unlicensed bookmaker. The 66-year-old, who ran a football consultancy advising elite teams after serving as CEO of Goodison Park from 2004 to 2009, stated the Chinese company will only be focusing on the Asian market with their shirt sponsorships.

The Premier League has long been divided about betting sponsors, and in time for the 2026–27 season, they are expected to be outlawed.

In July, Premier League and 3 Other English Football Leagues Implemented Code of Conduct for Sponsorships Including Gambling

A new code of conduct for agreements pertaining to gambling in football has been announced by the Premier League (EPL), English Football League (EFL), Football Association (FA), and Women’s Super League (WSL) this July. The code, which will go into effect at the beginning of the 2024–25 season, is intended to control sponsorships related to gambling in professional sports, with a focus on four main values: integrity, reinvestment, protection, and social responsibility.

In order to prevent reaching minors and anyone who could be harmed by gambling at the best Premier League betting sites, gaming sponsorships will also need to focus their marketing efforts more carefully under the new law. Any sponsorship pertaining to gambling must also incorporate educational programs and public awareness efforts that support safe gaming.

Premier League teams voted in favor of prohibiting gambling companies from serving as front-of-shirt sponsors in April 2023. This will take effect at the conclusion of the 2025–2026 season.