Birmingham City’s Sponsor God55 Scrutinized for Potential License Misrepresentation

This newest controversy further intensifies the ongoing debates surrounding gambling sponsorships in sports, as teams must always carry out sufficient due diligenceImage Source: Shutterstock.com

God55, the latest gambling sponsor of Birmingham City Football Club, is facing substantial scrutiny following allegations that the company falsely claimed to hold multiple gaming licenses. The controversy, which has drawn the attentionof regulators, threatens to tarnish the club’s public image and lead to potential regulatory crackdowns. 

The MGA Denied Issuing God55 a License

Birmingham City, partially owned by NFL legendTom Brady, recently unveiled God55 as its officialAsian betting partner. While the platform’s website refers to licenses granted by the Malta Gaming Authority (MGA), the Curaçao Gaming Authority, and thePhilippine Amusement and Gaming Corporation(PAGCOR), a subsequent investigation by news outlet iGaming Expertrevealed that this information could be misleading.

Our review shows that the platform is licensed and regulated in the Philippines, Curaçao, and Malta. It’s, therefore, safe and legal.

God55 statement

A recent report by the MGA corroborated these allegations, as the regulator revealed that God55 was not amongits licensed entities. The authority warned users not to engage with such platforms as theylack vital safeguardsand customer protections. Lack of proper licensing could also make it illegalfor operators to offer their services in some jurisdictions.

Any reference to the MGA and/or gaming licence/s said to be issued by the Maltese Authority, as stated by the above website(s), is false and misleading.

MGA statement regarding God55-affiliated webpages

The revelation has raised concerns about Birmingham City’s due diligenceprocess when selecting sponsors. Critics argue that teams partnering with obscure or offshore betting brands raise ethical and regulatory questions, as these collaborations often prioritize financial incentivesover responsible gambling standards, potentially exposing fans and bettors to unregulated operators.

Gambling Sponsorships Remain Highly Contentious

TheUK Gambling Commission(UKGC) has warned clubs against collaborating with potentially unlicensed entities. The regulator urged all sports teams to conduct thorough background checkson betting partners, especially when such operators are unfamiliar with the UK market. If Birmingham City accidentally partnered with an unlicensed platform, the club could face regulatory scrutiny.

This incident resembles another sponsorship controversy surroundingCrystal Palace FCand gambling company Net88, as the operator faced suspicions for allegedly targeting illegal betting markets. According to critics, unscrupulous betting platforms use partnerships with high-profile clubs toenhance their credibilityand promote services in jurisdictions where gambling is heavily restricted or illegal.

As the investigation unfolds, Birmingham City will likely have to contend with mounting pressuresurrounding its deal with God55. For now, regulators and fans will closely watch how the club responds and whether this sponsorship deal will stand up to the growing scrutiny.