The Financial Conduct Authority (FCA) has warned UK football clubs, including Premier League teams, to steer clear of sponsorship deals with unauthorized crypto firms, cautioning that such partnerships could expose fans to “questionable” and potentially harmful financial products.
Regulator warns of legal and reputational risks
In its notice, the UK watchdog said unlicensed crypto and trading platforms are using high-profile sports sponsorships to reach fans who may not understand the financial risks involved. The FCA stressed that clubs failing to vet partners properly risk both financial crime exposure and serious reputational damage.
The warning puts clubs on alert that funds from unauthorized firms may be treated as criminal property under the Proceeds of Crime Act, opening the door to asset seizures and legal action.
Fans’ trust seen as a target for crypto firms
Lucy Castledine, the FCA’s director of consumer investments, said football’s large and loyal fan bases make clubs attractive targets for unregulated firms seeking credibility through association with trusted brands.
She warned that fans’ trust in their clubs could be “misused” when unlicensed firms promote unsafe or speculative products through shirt deals, pitchside advertising, or other branding arrangements.
FCA letter sets out due diligence expectations
The regulator’s position was formalized in a letter signed by Fiona Mackinnon-Miller, who oversees scams, promotions, and consumer investments at the FCA. The letter instructs clubs to:
- verify the source and legitimacy of sponsorship funds before signing deals, and to ensure partners are authorized where required to operate in the UK.
The FCA said money received from unauthorized entities may fall under suspicion as criminal proceeds if it is later linked to illegal activity.
Some clubs already contacted over concerns
While the FCA did not publicly name specific clubs or sponsorships under review, it confirmed that it has already approached some organizations directly where it identified potential issues.
The regulator said it will consider further action where compliance problems persist and is coordinating with the UK government, the Premier League, and the newly created Independent Football Regulator.
Crypto money already embedded in English football
Over recent years, global crypto platforms have poured hundreds of millions of pounds into English football. Premier League clubs have signed multiple deals with digital asset firms offering shirt sponsorship, training kit branding, and in-stadium advertising.
Manchester City and Chelsea are among the teams to have partnered with crypto exchanges and platforms, gaining substantial commercial revenue and global exposure through these tie-ups. Some of those sponsors, such as OKX and BingX, are not on the FCA’s authorized register, placing their UK status in focus under the new scrutiny.
From brand risk to potential criminal exposure
The FCA’s explicit reference to the Proceeds of Crime Act marks a shift in tone from simple brand risk to possible criminal liability. Clubs are being reminded that accepting money from non-compliant firms could trigger enforcement action, not just negative headlines.
This raises the stakes for commercial departments, which may now have to revisit existing agreements and halt negotiations with would-be sponsors that cannot demonstrate regulatory approval in the UK.
Era of light-touch vetting appears to be ending
The regulator’s intervention signals that the period of minimal due diligence on high-paying crypto sponsors is drawing to a close. Clubs are being told they carry direct responsibility for protecting supporters from exposure to opaque or unregulated financial products promoted under the club badge.
For crypto firms that have leaned heavily on sports sponsorships to build mainstream recognition, the warning suggests that club partnerships will no longer serve as an easy shortcut to perceived legitimacy in the UK market.
Move comes ahead of full UK crypto rules
The warning lands as the UK prepares a comprehensive regulatory regime for digital assets. Under current plans, crypto companies will be able to apply for authorization from September 2026, with the new rules due to take full effect in October 2027.
The FCA’s latest action can be seen as a staging move: tightening standards around sports marketing before the formal digital asset framework is in place, and clearing out unauthorized actors from some of the most visible promotional spaces.
For market participants active in or around football sponsorships, this points to a more turbulent period ahead, in which the line between regulated and unregulated entities becomes a decisive factor in any public-facing partnership.
Concerned about FCA compliance and scam risks? Learn key crypto scam prevention tips before signing any sponsorship deals.
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