Online Gambling Sponsorship of Soccer Club Rejected

A recently-signed sponsorship deal between an online gambling operator and a British soccer team was blocked by government regulators, who say the casino company does not have the licensing needed to advertise in the UK.

The deal this past week in which Cardiff City Football Club accepted sponsorship from 777ball.com in return for carrying logos on club shirts has been blocked by the UK Gambling Commission. The regulators say 777ball does not qualify to advertise its gaming operations in the UK, because it has not applied for nor received inclusion on the English White List.

The White List contains the names of online gambling firms approved as properly regulated and licensed by authorities recognized by the British regulators. Acceptance to the list frees companies to advertise and establish their brands in the UK; those not on the list are barred from any advertising presence.

Only operators in the European Union, or in countries with reciprocal policies with the UK can apply for White Listing. The Philippines is the country of origin for 777ball, which precludes the operator from the advertising list.

Peter Ridsdale, chairman of Cardiff City, is attempting to find a way to keep the deal alive, but it may take the relocation of 777ball to an eligible country to reactivate the bargain.

"I'm confident that we will be able to replace them if we are unable to resolve this to everyone's satisfaction," said Ridsdale. "It is a disappointment, not an embarrassment. We cleared everything with the Football League."