8Xbet, an unlicensed gambling operator currently sponsoring several Premier League clubs, redirects users to GamCare when they attempt to access its website.
As of this writing, for an unexplained reason, clicking on the operator’s Google-listed URL leads directly to the GamCare website—one of the UK’s primary charities addressing gambling harm.
8Xbet is an Asia-centric company, and most of its Premier League partnerships reflect this focus: its deals with Chelsea, Newcastle United, and Sunderland position it as their Asian betting partner.
The link to the firm’s .com website on Chelsea’s partner page—where it is listed as the club’s official betting partner for the Asia Pacific region—also now redirects to the GamCare website.
It’s possible that 8Xbet’s decision stems from growing scrutiny of unlicensed betting partners in UK sports, particularly the Premier League. By redirecting to GamCare, the company can assert that UK customers are entirely unable to access its platform.
SBC News has contacted GamCare for a comment, which the charity said it cannot provide at this time.
Unlicensed sponsors on the ropes?
We’ve all heard gambling awareness warnings on the radio, seen related adverts on TV, and been reminded of them every time we visit an iGaming website in the UK.
However, all these efforts to protect players are undermined when an unlicensed brand is advertised during a Premier League game.
8Xbet is a prime example: it’s a bookmaker not licensed in the UK, yet its branding was visible on pitch-side boards during last weekend’s Premier League matches between Chelsea and Newcastle, and Sunderland and Brighton.
8Xbet is part of the story surrounding the now notorious TGP Europe licence holder, once registered in the Isle of Man and serving as a gateway to the UK for Asia-facing operators like 8Xbet via white-label licences.
At one point, TGP Europe-licensed brands were ubiquitous in the Premier League—remnants of this presence still remain. Fulham FC has SBOTOP on the front of their shirts, while Wolves feature DEBET.
While a case can be made that 8Xbet’s current betting sponsorships with Newcastle, Sunderland, and Chelsea do not target UK consumers, this defence is hard to apply to a highly visible front-of-shirt sponsor.
An interesting detail is that DEBET is managed by RISQ Capital Ltd. The company holds a licence from the UKGC, but for a different domain—debet.co.uk is no longer active. However, we were able to freely create an account using a UK-based email address.
The 8xbet.com domain can also be accessed by UK consumers via a VPN, making the GamCare redirect not fully effective.
With the DCMS now consulting on whether to ban unlicensed sponsorships in English sports—something both the regulated industry and gambling reform advocates have long called for—it seems these companies’ presence in the Premier League may soon come to an end.
However, 8Xbet’s GamCare redirect shows that they may still have some strategies up their sleeve, for now at least.
SBC News has contacted DCMS for comment, and the department informed us that it is reviewing the matter.