The Financial Conduct Authority (FCA) has warned football clubs, including Premier League sides, that sponsorship deals with unauthorised crypto firms and trading platforms could expose them to legal liability, money laundering concerns and reputational damage.
The regulator said some unauthorised financial firms may be using club partnerships to promote products to football fans despite not being permitted to operate in Britain.
Indeed, the FCA has written to Premier League clubs and other football organisations, urging them to strengthen due diligence processes before entering or renewing commercial agreements with crypto asset businesses and online trading platforms.
The warning comes amid increased scrutiny of crypto marketing in the UK. Since the introduction of the FCA's financial promotion regime for crypto assets, firms marketing crypto products to UK consumers must either be authorised, registered under anti-money laundering regulations or have promotions approved by an authorised entity. The regulator has repeatedly stated that crypto investments remain high-risk and that consumers should be prepared to lose all invested funds.
Financial Conduct Authority Director of Consumer Investments, Lucy Castledine, said: "Millions of football fans trust their club's badge. Clubs should not let unauthorised financial firms exploit that loyalty by putting potentially dodgy products in front of millions of fans."
The issue is commercially significant for football clubs, many of which have increasingly turned to sponsorship and partnership revenue as a key source of income.
According to Deloitte's latest Football Money League report, commercial revenue has become the largest revenue stream for Europe's leading clubs. Reuters noted that Manchester City generated €408m ($475m) in commercial revenue during 2025, exceeding its €332m in broadcast revenue.
The FCA said it had already contacted clubs where concerns had been identified and warned that supporters using unregulated firms may have no access to consumer protections such as compensation schemes or dispute resolution services.
Sports Minister Stephanie Peacock said: “Sponsorship income remained important to football, but fans deserve to know that the companies associated with their clubs are responsible, accountable and safe to use."
The warning also arrives as sports sponsorships involving financial and gambling-related businesses face growing regulatory attention across multiple jurisdictions.
Regulators have increasingly focused on how consumer-facing brands use sport to reach younger audiences and build credibility among retail customers.
Regulators elsewhere are also examining the intersection of crypto and gambling. Last month, Argentina introduced legislation that would require cryptocurrency exchanges and digital wallet providers to block transactions linked to unlicensed betting operators.
Premier League clubs are due to remove gambling sponsorships from the front of matchday shirts from the 2026/27 season, although other forms of gambling and financial sponsorship remain permitted
