Who is paying the EFL?

Key findings

• Gambling sponsorship is concentrated in the Championship: All seven operators are GB-licensed.
• Offshore licensing appears in League One: Clubs risk reputational damage if a sponsor operates in markets where it isn’t authorised, potentially exposing the partnership to regulatory scrutiny.
• Local businesses and ownership links feature heavily in the lower leagues: Clubs need to establish whether smaller sponsors can meet their financial commitments, while deals involving club owners warrant scrutiny to ensure they are fair and transparent.
• The report identifies four areas of potential sponsorship risk for EFL clubs: Regulatory status, ability to pay, licensing and ownership, with real-world examples illustrating the implications for clubs.