A growing number of Premier League teams are entering into sponsorship deals with cryptocurrency and e-commerce companies. which operate outside of UK and EU regulatory oversight, according to analysis by Investigate Europe and shared by The observer.
The trend follows the phasing out of bookmaker logos on the front of jerseys from next season.encouraging clubs to explore new business categories.
Investigating Europe Identified 53 active partnerships between crypto or trading platforms and European football clubs for the current campaign. More than a third of clubs from the top leagues in England, Germany, Italy, Spain and France have agreed deals for 2025/26. In the Premier League, this proportion is around 70%.
Industry analysts note that football clubs remain attractive business partners for crypto and trading companies looking to expand their visibility. As law firm Walker Morris pointed out earlier this year: “We are seeing clubs and other rights holders becoming increasingly inventive in how they seek to maximize their commercial revenues.”
Regulatory Warnings and Risk Exposure
Some partners are regulated entities which restrict access to markets where they do not have approval. Others, however, have been reported by financial authorities.
Newcastle United enter second season with VT Markets as ‘financial trading partner’. The Australian company, which offers foreign exchange and commodities trading services, is on the United Kingdom’s Financial Conduct Authority (FCA) warning list and does not hold a national license. Visitors attempting to register from the UK are advised that the platform is covered only by South African authorities and that account openings are at the users’ “own discretion and initiative”.
The FCA said: “A simple warning about the lack of consumer protection (does not absolve) the company of all its responsibilities. If it promotes or offers regulated products or services without the necessary authorizations, then they could be in violationand we can take action against them.
Similarly, OKX, a Seychelles-registered exchange and official crypto partner of Manchester City, is not registered with the FCA but offers several products in the UK. Earlier this year, OKX has been fined more than $500 million in the United States for violating anti-money laundering laws..
Activity across Europe
Partnerships with unregulated or partially regulated companies are also appearing in Italy and Spain. In Serie A, seven clubs have signed sponsorships with 11 crypto and trading brands. Inter has agreements with Gate.io and Ultima Markets, the latter unregulated in the EU. Atlético Madrid works with Hong Kong-based Hantec Markets, which also does not have a European license.
Several clubs have already terminated deals following compliance or payment issuesincluding Sporting Lisbon’s termination of Bitci and Atlético’s legal action against WhaleFin. Leeds United have ended their partnership with FXVC after the FCA revoked the company’s license.
SportQuake reported that Crypto companies invested $565 million globally in sports sponsorship last season, with soccer accounting for 59%.. Commercial brands reached $183 million, more than triple their 2019 level.
Experts warn that many consumers may lack sufficient financial knowledge and call for clearer regulation and accountability at club level when selecting sponsors.
