FCA Targets Unauthorised Crypto Firms Using Football Deals to Reach UK Fans
Britain’s financial watchdog has warned football clubs, including teams in the Premier League, to take greater care when signing sponsorship deals with crypto firms and online trading platforms.
Based on a Reuters report, the Financial Conduct Authority (FCA) said that some unauthorised companies may be using football sponsorships to promote financial products to UK consumers, despite not being allowed to operate in the country.
The regulator wrote to Premier League clubs and other teams after identifying concerns around existing commercial partnerships. It said clubs could face legal liability, money laundering risks, and reputational damage if they help promote firms that breach UK financial promotion rules.
“Millions of football fans trust their club’s badge. Clubs should not let unauthorised financial firms exploit that loyalty,” said Lucy Castledine, the FCA’s director of consumer investments.
The warning comes as crypto exchanges, trading apps, and financial platforms continue to seek visibility through sport. Football sponsorships offer access to large, loyal audiences. For clubs, the deals can provide valuable income at a time when commercial revenue has become one of the most important parts of the business.
But the FCA said fan loyalty can also create risk. Supporters may assume that a company promoted by their club is safe or properly regulated. In reality, users of unregulated platforms may lose all their money and have little or no access to official protections.
The regulator said it has already contacted clubs where it found specific concerns and will take further action where necessary.
UK Sports Minister Stephanie Peacock said sponsorship remains vital for football and the wider sports industry. Still, she said, fans deserve to know that companies linked to their clubs are responsible, accountable, and safe to use.
The FCA’s intervention highlights the growing tension between sports sponsorship and crypto regulation. Digital asset companies have spent heavily on football and other major sports in recent years, using shirt deals, stadium advertising, and official partnerships to build brand recognition.
For clubs, the appeal is clear. Commercial agreements have become a major source of revenue. According to Deloitte data cited in the report, Manchester City generated about $475 million (€408 million) in commercial revenue in 2025. That exceeded its $386 million (€332 million) in broadcast revenue.
The FCA’s message is that clubs cannot treat sponsorship checks as a box-ticking exercise. As crypto and trading firms chase mainstream exposure, football teams are being pushed to examine who they promote, what those companies offer, and whether fans could be put at risk.
