The British Government is consulting on whether to introduce a ban on such sponsorship, with a number of Premier League clubs currently carrying logos of unlicensed operators.
As well as Bournemouth, top flight clubs Fulham, Newcastle and Wolves, along with then-Championship Burnley were all warned by the Gambling Commission last year over their sponsors, which were unlicensed in this country.
BJ88’s white label gambling operator, TGP Europe, left the British market after regulatory action, meaning the company was unlicensed in the UK.
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The move to ban such sponsorship is designed to protect consumers from the potential harms posed by companies which are not regulated in the UK.
Clubs are not breaking the law currently in maintaining arrangements for such sponsorships, while the Premier League has already voluntarily agreed to cease all front-of-shirt gambling sponsorship from the end of this season.
The Cherries have already confirmed that Vitality, which has a prominent presence in Bournemouth and sponsors their Dean Court home, will be their new front-of-shirt sponsor from next season.
But while front-of-shirt sponsorship by betting companies will not be allowed, sleeve sponsorship will still be able to carry gambling branding, including that of unlicensed companies, if this ban is not introduced.
BJ88 have been the club's front of shirt sponsor for the past two seasons (Image: Richard Crease)
Culture Minister Lisa Nandy said: “When placing a bet on the big match, fans deserve to know the sites they’re using are properly regulated, with the right protections in place.
“It’s not right that unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that don’t meet our regulatory standards.”
The Government is concerned about the harm to consumers such unlicensed companies potentially pose. They do not adhere to laws and guidelines designed to offer protection, such as mandatory financial vulnerability checks and sufficient data protection to guard against fraud and identity theft.
The Betting and Gaming Council posted on X: “We agree with DCMS Secretary @lisanandy: it’s not right that gambling companies without a UK licence can sponsor Premier League clubs.
“If an operator wants the visibility and credibility of English football, they should meet the high regulatory standards set here in the UK.”