The UK Financial Conduct Authority has warned football clubs that sponsorship deals with unauthorised crypto firms could expose fans to financial harm while creating legal, money laundering and reputational risks for clubs.
Summary
- The FCA has warned Premier League clubs that sponsorship deals with unauthorised crypto firms could expose supporters to financial risks and leave clubs facing legal and reputational consequences.
- UK regulators have raised concerns that some crypto companies may be using football sponsorships to promote financial products without the required authorization.
- The warning comes as the FCA prepares a full crypto regulatory regime, with authorization applications opening in September 2026 and new rules due to take effect in 2027.
According to the FCA, it has written to Premier League clubs and other football organizations after identifying concerns that some crypto companies and trading platforms may be using sponsorship agreements to promote financial products in Britain without the required authorization.
The regulator said unauthorised firms could be breaching the UK’s financial promotion rules by gaining visibility through partnerships with high-profile football teams and using those relationships to reach large audiences of supporters.
Speaking on the issue, Lucy Castledine, director of consumer investments at the FCA, said millions of fans place trust in their clubs and should not be exposed to potentially unsafe financial products through sponsorship arrangements.
Castledine warned that unauthorised firms could seek to benefit from that loyalty while offering products that fall outside the UK’s regulatory safeguards.
Having already contacted clubs where concerns were identified, the FCA said it would take further action where necessary. The regulator added that customers using unregulated firms face the risk of losing all their money and are unlikely to have access to regulatory protections if something goes wrong.
Alongside consumer protection concerns, the warning also touches a growing source of revenue for football clubs.
According to Deloitte, commercial and sponsorship income has overtaken broadcasting revenue as the largest source of earnings for many clubs. Manchester City generated €408 million ($475 million) from commercial activities in 2025, exceeding its €332 million in broadcasting revenue, according to Deloitte’s figures.
Commenting on the issue, UK Sports Minister Stephanie Peacock said sponsorship revenue remains important for the football industry, but supporters deserve confidence that companies associated with their clubs are responsible, accountable and safe to use.
FCA steps up scrutiny as crypto rulebook takes shape
Elsewhere, the warning arrives as the FCA continues work on a wider framework for digital assets ahead of the UK’s planned crypto licensing regime.
Back in April, the regulator launched consultations covering stablecoins, crypto trading platforms, custody services and staking activities. The FCA said those proposals are intended to define how crypto businesses will operate under the future Financial Services and Markets Act framework and help firms prepare for upcoming authorization requirements.
Under the current timetable outlined by the FCA, crypto companies will be able to apply for authorization from September 30, 2026, while the full cryptoasset regime is scheduled to take effect on October 25, 2027. The regulator has repeatedly stated that it wants UK consumers to be served by authorised crypto firms and to have sufficient information to make informed decisions.
