TLDR
- The U.K. FCA warned football clubs about sponsorship deals with unauthorized crypto firms.
- The regulator said some firms may be providing regulated services without proper authorization.
- Officials stated that unlawful financial promotions are criminal offences under U.K. law.
- The FCA said such partnerships could expose clubs to legal, operational, and reputational risk.
- Lucy Castledine urged fans to check the regulator’s Firm Checker before buying financial products.
The U.K. Financial Conduct Authority (FCA) has warned football clubs about sponsorship agreements with unauthorized crypto firms. The regulator said several partnerships may breach financial services laws and expose clubs to legal risk. Officials also said some firms appear to promote regulated products without proper authorization.
U.K. FCA Flags Legal Risks in Crypto Sponsorships
The regulator sent letters to clubs, including Premier League teams, about links to unauthorized crypto businesses. The U.K. FCA said it has seen an increase in partnerships with firms that appear to operate unlawfully. Fiona Mackinnon-Miller wrote that some firms provide regulated services without approval and issue unlawful promotions.
She stated that those actions are criminal offences under U.K. financial services laws. She also warned that such arrangements expose clubs to legal, operational, and reputational risk. The regulator urged clubs to review existing agreements and ensure compliance with financial promotion rules.
Lucy Castledine, director of consumer investments at the Financial Conduct Authority, addressed fan protection concerns. She said unauthorized firms, including crypto businesses, may breach laws by offering services without licensing. She added that clubs should not allow unauthorised firms to exploit fan loyalty.
Castledine said, “Millions of football fans trust their club’s badge.” She added that a logo on a shirt only shows that a firm paid for sponsorship. She urged supporters to check the regulator’s Firm Checker before purchasing any financial product.
Revenue Pressures and Multi-Agency Coordination
The warning comes as sponsorship income grows in importance for top clubs. Deloitte reported that Manchester City generated $475 million in 2025 from commercial revenue. In comparison, the club earned $386 million from broadcasting rights during the same period.
This revenue shift has increased interest from crypto firms seeking exposure through football marketing. As a result, clubs have become targets for firms aiming to reach mainstream audiences. The regulator said it is coordinating with the government and the Premier League on this issue.
The U.K. FCA confirmed it is also working with the new Independent Football Regulator. Authorities aim to address unauthorized financial services marketing across professional football. Officials said unlicensed firms may use high-profile sponsorships to bypass regulatory oversight.
Sports Minister Stephanie Peacock supported the regulator’s position on sponsorship oversight. She said sponsorship deals help sustain the football pyramid across the country. However, she stated that fans deserve to know associated companies are responsible and accountable.
U.K. authorities have previously examined crypto involvement in football activities. In 2023, the House of Commons warned clubs against promoting fan tokens. Lawmakers cited risks linked to unregulated digital assets marketed to supporters.
The regulator has also acted against unlicensed crypto activity in recent months. It joined multi-agency raids on London premises linked to suspected illegal P2P crypto trading. Officials said investigations into unauthorized financial promotions remain ongoing.