The UK Financial Conduct Authority has warned Premier League clubs that sponsorship deals with unauthorized crypto and trading firms could expose them to legal and reputational risks. In a statement issued this week, the FCA said clubs must do more to protect fans from potentially unsafe financial promotions. The regulator is specifically targeting unauthorized crypto firms that use football deals to reach UK consumers.
Why the FCA is stepping in
The warning comes as crypto firms increasingly look to sports sponsorships for brand exposure. Premier League matches draw global audiences, and a shirt logo or stadium naming deal can put a company in front of millions. But the FCA argues that when those firms aren't authorized, fans may be lured into investments they don't understand — or outright scams. The regulator has been tightening rules around crypto promotions since 2023, and football sponsorships are the latest frontier.
What clubs are being told
The FCA didn't name any specific clubs or firms, but the message is clear: if a sponsor isn't on the FCA's register, the club could be held accountable. The regulator says clubs have a duty to perform adequate due diligence. Failing that, they could face enforcement action — not to mention public backlash if fans lose money. The warning also covers trading firms, not just crypto companies, widening the scope of the alert.
The state of play for crypto-football deals
Several Premier League clubs currently have sponsorship deals with crypto-related companies. Some are regulated, some aren't. The FCA's intervention effectively forces clubs to review every existing contract and vet any new partner. That's a heavy lift for commercial departments that may not have in-house regulatory expertise. The timing isn't great either — the Premier League season just ended, and summer is when clubs typically negotiate new sponsorship renewals.
What happens next
The FCA expects clubs to respond promptly. If they don't, the regulator has made clear it will take action — possibly naming and shaming non-compliant clubs or pursuing legal routes. For now, clubs are likely scrambling to audit their sponsor lists. The Premier League itself may issue guidance to member clubs. But the real test will come when the next transfer window opens and new sponsorship deals hit the table.
