Mediaboss Marketing

What do these gambling firms have in common?

They are all based in Asia and access the UK market via the white-label system.

A white-label is a site that is operated by someone other than the brand owner.

The companies set up UK-facing websites via firms in offshore jurisdictions such as Malta or the Isle of Man, and then apply to access the UK market via a white-label. This gives them the right to advertise to TV-watching consumers in Asia via Premier League football shirts.

Many of these firms advertise on UK shirts and stadium billboards in Chinese Mandarin, despite the fact that gambling is largely prohibited in China.

The UK Gambling Commission has admitted to concern that some of the companies running white-label websites may not have effective anti-money-laundering controls or carry out sufficient due diligence to ensure there are no links to criminal activity.

When The Athletic approached multiple football clubs earlier this year about their arrangements with white-label firms, virtually none could answer basic questions about the companies, such as what countries they are based in.

Dr James Noyes, senior fellow at the Social Market Foundation, said: We do not know enough about where these companies are based, who owns them or where their wealth comes from.

SportQuake is a sports marketing agency with offices in London, Madrid, Beijing and Hong Kong. It works with football clubs, national teams, competitions, leagues, players and media outlets to help brands secure sponsorship deals.

On its website, it mentions recent high-profile deals including between Cristiano Ronaldo and Garena, a mobile game, and FC Barcelona and FBS, the clubs official trading partner.

Last May The Athletic revealed how Bournemouth ended their deal early with M88 after the Gambling Commission opened an investigation into the firm. M88 is the Asian-facing arm of Mansion Group and previously sponsored Tottenham Hotspur. The north London club now have a deal with Fun88, which also sponsors Newcastle.

LoveBet sponsored Burnleys shirts for the last two seasons as well as having a deal with PSG. Earlier this year The Athletic revealed how the firm was ditched by Burnley mid-season.

Footballs relationship with gambling firms has come under increasing scrutiny in recent weeks following Norwich Citys deal with BK8 imploding after it emerged the firm was using sexualised content in some of their marketing. Norwich used Singapore-based Outlast Sports and Entertainment to broker their 5 million shirt sponsorship agreement.

BK8 said in a statement after the deal was terminated: We apologise for the social media content published by affiliates of BK8 which has caused offense, and have taken immediate steps to change the way we market the brand.

The UK government is undertaking a review into gambling laws that promises to look closely at white labels.

The Athletic approached SportQuake for comment and has repeatedly contacted the white-label gambling firms, via the relevant offshore intermediary firms, but has never received a response.

A spokesperson from the Gambling Commission said: Before we licence an operator we investigate the suitability of a company to hold a licence... We also require operators to tell us websites they will be using under their licence and this includes white label websites.

"We do not currently investigate marketing partners as part of an application, but we would if an issue was brought to our attention.

We expect licensees to ensure that when agreeing commercial deals with sports clubs, that all parties are aware of, and compliant with, the relevant advertising and sponsorship rules and regulations.

(Photo: Visionhaus)

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Premier League: The London-based firm behind controversial gambling sponsors - The Athletic