In June 2026, the UK Financial Conduct Authority (FCA) issued a direct warning to football clubs regarding sponsorship arrangements with unauthorised cryptocurrency firms and trading platforms. The regulator expressed concerns that some firms may be using football sponsorships to gain legitimacy, market high-risk products to fans and potentially circumvent UK regulatory requirements.

While much of the attention has focused on crypto, the FCA's message is far broader.

This is ultimately a warning about financial crime risk, due diligence and accountability.

What Has The FCA Said?

The FCA has warned that sponsorship arrangements with unauthorised financial services firms could expose clubs to:

• Legal liability

• Money laundering risks

• Reputational damage

• Potential financial crime exposure

The regulator has stated that every football club should conduct proper due diligence on financial services sponsors before entering into sponsorship arrangements and continue that assessment on an ongoing basis.

The FCA has also highlighted concerns that some unauthorised firms may be using football sponsorships to target supporters and gain credibility through association with trusted clubs.

Why This Matters From A Financial Crime Perspective

Historically, sponsorship decisions have largely been viewed as commercial decisions.

The FCA's warning signals that clubs may increasingly need to view certain sponsorships through a financial crime and governance lens.

For example:

• Who ultimately owns the sponsoring company?

• Where do sponsorship funds originate?

• Is the sponsor authorised or regulated in relevant jurisdictions?

• Has the sponsor been subject to regulatory action?

• Are there sanctions, fraud, money laundering or adverse media concerns?

• Could the sponsorship expose supporters to financial harm?

These are questions commonly asked in financial institutions and regulated sectors but are becoming increasingly relevant within professional sport.

A Wider Regulatory Trend

The FCA's intervention should not be viewed in isolation.

Football is entering a period of increased scrutiny around ownership, governance, financial sustainability and integrity.

The introduction of the Independent Football Regulator, combined with future anti-money laundering obligations for football clubs and agents under the EU AML framework, points towards a future where clubs will be expected to demonstrate greater oversight of who they do business with and why.

In that context, sponsorship due diligence is likely to become a much more important governance issue.

What Should Clubs Be Doing Now?

Clubs do not need to become financial institutions.

However, they should consider implementing a proportionate risk-based approach to commercial partner due diligence.

This may include:

1. Conducting Enhanced Due Diligence On High-Risk Sponsors

Particularly where sponsors operate in sectors such as:

• Cryptocurrency

• Trading platforms

• Financial services

• Gambling

• High-risk international markets

2. Understanding Beneficial Ownership

Clubs should understand who ultimately owns and controls a sponsor, not simply the brand appearing on marketing material.

3. Assessing Regulatory Status

Where sponsors operate in regulated sectors, clubs should understand whether the business is authorised, registered or subject to regulatory action.

4. Reviewing Source Of Funds Risk

Understanding where sponsorship funds originate can help identify potential financial crime concerns before they become reputational issues.

5. Establishing Ongoing Monitoring

Risks can emerge after a sponsorship agreement is signed. Ongoing monitoring can help identify new regulatory actions, sanctions exposure or adverse media concerns.

The Real Lesson

The FCA's warning is not simply about crypto firms.

It is a reminder that football clubs increasingly operate within a complex ecosystem of investors, sponsors, agents and commercial partners where financial crime, governance and reputational risks are becoming more visible.

The clubs that are best prepared will not necessarily be those that avoid innovative sponsorship opportunities.

They will be the clubs that understand who they are doing business with, where the risks sit and how those risks are being managed.