(AsiaGameHub) – It has become a recurring theme: a prominent UK footballer signs an endorsement deal with a betting firm that is ostensibly not intended for the British market.
Following in the footsteps of Michael Owen, who partnered with Punt Casino, and Teddy Sheringham, who worked with 8xBet, the latest high-profile figure to join this trend is Steven Gerrard, a legend of Liverpool FC.
Gerrard, who captained Liverpool to their 2004 Champions League victory, has been named the new brand ambassador for We88, a gambling operator largely unknown to the UK public.
This brand should not be confused with W88—the sponsor of Sunderland FC—but it represents the same growing pattern of Asia-focused, unlicensed operators securing high-profile sponsorships with UK-linked football clubs and players.
Like W88, We88 is not licensed by the Gambling Commission. It operates under an Anjouan license and is owned by MockingBird Technologies Pte. Ltd. Ostensibly, the brand is designed for Asian markets and is not intended to be accessible to UK users.
While that may be the stated intent, the situation is complicated by the fact that Gerrard promoted the partnership on his personal Instagram account, which reaches thousands of UK followers. Furthermore, the We88 website can be easily accessed from the UK using a simple VPN.
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This raises concerns regarding the responsibility of public figures when choosing partners, particularly when dealing with unlicensed gambling, where the risk of addiction is significantly heightened.
As part of the commercial arrangement, We88 has featured Liverpool FC jerseys on its marketing materials, despite having no official partnership with the club. SBC News has contacted Liverpool for a statement.
The UKGC has previously cautioned English clubs against collaborating with unlicensed betting entities, citing previous examples such as the deals between Kaiyun Sports and clubs like Nottingham Forest and Crystal Palace.
A spokesperson for the Gambling Commission stated that they do not comment on specific cases.
However, the regulator noted that “Anyone who engages in advertising arrangements with unlicensed gambling operators is at risk of committing the offence of advertising unlawful gambling under section 330 of the Gambling Act 2005.
“Anyone engaging in such arrangements with an unlicensed brand must ensure that online gambling activity for that unlicensed brand is blocked and inaccessible to consumers in Great Britain.”
Is there any answer to the unlicensed question?
It is widely acknowledged that offshore gambling platforms lack the essential protections required to prevent harmful gambling behaviors, unlike the strict responsible gambling standards mandated for licensed operators.
UK-based gambling charities, such as Deal Me Out, have repeatedly warned about the significant revenue lost by both consumers and the Treasury to operators that function outside the oversight of the UKGC.
The impact of the black market extends to various industry stakeholders as well.
Two years ago, SBC News reported that an advertisement for an Asia-facing platform appeared on the website of the International Betting and Gaming Association (IBIA). Currently, a profile for We88 is visible on the Gordon Moody website.
The charity, which provides treatment for problem gambling, has been contacted for comment.
Finally, the Department for Culture, Media and Sport (DCMS) has initiated a consultation regarding a potential total ban on black market operators in British sports.
Despite these efforts, offshore firms continue to pursue partnerships with UK football stars and utilize club branding. This prompts the question of whether legislative changes are necessary to prevent influential figures from entering into these deals, which are often unpopular with fans—though it remains unclear how many supporters distinguish between licensed and unlicensed operators.
Regardless, Gerrard’s followers have made their opinions on the new partnership clear.
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