Entain Group has urged Fulham Football Club to drop its front-of-shirt gambling sponsor, SBOTOP, for the next season [1, 2].
This request comes as the Premier League faces a looming ban on gambling advertising on match kits. The move highlights growing regulatory pressure on football clubs to ensure their commercial partners adhere to national gambling laws.
Entain said in a letter to the club that SBOTOP, which is operated by TGP Europe, does not hold a UK gambling licence [1, 2]. The sponsor has been featured on Fulham's kits for three years [1]. Because the company lacks the necessary legal authorization to operate within the UK, Entain said the partnership is now risky for the club [1, 2].
The dispute occurs during a period of significant commercial instability for several teams. Twelve Premier League clubs have not yet signed front-of-shirt commercial contracts for the next season [3]. Industry reports indicate that nine clubs could start the upcoming season without any shirt sponsor at all [3].
Fulham's home ground, Craven Cottage in London, has seen the SBOTOP logo prominently displayed on match kits throughout the current partnership [1]. The push for removal is tied to the forthcoming ban on gambling advertising, which is expected to reshape how teams generate revenue from their apparel.
Entain said it did not provide further details on potential alternatives for the club, but the request emphasizes the legal requirements for betting firms operating in the British market [1, 2].
“SBOTOP, operated by TGP Europe, does not hold a UK gambling licence.”
The pressure on Fulham to remove SBOTOP reflects a broader systemic shift in English football's financial model. As the Premier League moves toward a ban on gambling sponsors, clubs are losing a reliable and lucrative revenue stream. The fact that nearly a dozen clubs may start a season without sponsors suggests a volatile transition period where teams must find non-betting commercial partners in a tightening regulatory environment.
