The UK financial regulator has sounded a clear warning to top-flight football clubs: deals with unauthorised crypto firms can put fans — and clubs — at financial and legal risk.
What the FCA said
The Financial Conduct Authority (FCA) has written to Premier League clubs and other football organisations after flagging examples of crypto businesses and trading platforms using sponsorship arrangements to promote financial products in the UK without proper authorisation. The regulator says those partnerships can give unauthorised firms high visibility and access to large fanbases, potentially breaching the UK’s financial promotion rules.
Consumer and club risks
The FCA flagged a broad set of risks tied to such sponsorships: consumer harm, money‑laundering vulnerabilities, legal exposure and reputational damage for clubs. “Millions of fans place trust in their clubs and should not be exposed to potentially unsafe financial products through sponsorship arrangements,” said Lucy Castledine, the FCA’s director of consumer investments. She warned that unauthorised firms could exploit fan loyalty while offering products that fall outside UK regulatory safeguards.
Enforcement and protections
Regulators have already contacted clubs where concerns were identified and say they will take further action where necessary. The FCA emphasised that customers who use unregulated crypto firms risk losing all their money and are unlikely to have access to UK regulatory protections if something goes wrong.
Why this matters for club finances
Sponsorship and commercial deals are increasingly central to club finances — and that’s why crypto partners are attractive. Deloitte data cited by the FCA shows commercial income overtaking broadcasting for many clubs: Manchester City, for example, generated €408 million ($475 million) from commercial activities in 2025, exceeding €332 million from broadcasting.
Political response
UK Sports Minister Stephanie Peacock acknowledged the importance of sponsorship revenue to the game but said supporters “deserve confidence that companies associated with their clubs are responsible, accountable and safe to use.”
Regulatory context and what’s next
The FCA’s letter comes as part of its wider work to establish a regulatory framework for digital assets ahead of the UK’s planned crypto licensing regime. In April the regulator launched consultations covering stablecoins, crypto trading platforms, custody services and staking. These proposals are designed to set rules under the forthcoming Financial Services and Markets Act framework and help firms prepare for authorisation.
Timelines
Under the FCA’s current timetable, crypto firms will be able to apply for UK authorisation from September 30, 2026, with the full cryptoasset regime due to take effect on October 25, 2027. The FCA has reiterated that it wants consumers to be served by authorised crypto businesses and to have enough information to make informed choices.
Bottom line
Clubs should treat crypto sponsorships with heightened scrutiny, regulators are watching closely, and fans should be cautious about financial services promoted through their teams until providers are properly authorised.
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