Malta Gaming Authority Clarifies Licensing Status of Birmingham City FC’s Sponsor GOD55

The Malta Gaming Authority (MGA) has officially stated that it has not issued a license to GOD55, Birmingham City Football Club’s recently announced Asian betting partner. This clarification comes in response to claims suggesting that GOD55 held an MGA license, which the authority has labelled as “false and misleading.” 

GOD55, an online gambling operator focusing on the Asian market, had previously asserted that it possessed licenses from multiple regulatory bodies, including the MGA, the Philippine Amusement and Gaming Corporation (PAGCOR), and the Curaçao Gaming Authority. Investigations have revealed no evidence supporting these claims, indicating that GOD55 does not hold valid licenses from these authorities. 

The UK Gambling Commission (UKGC) has emphasised the importance of due diligence for football clubs entering sponsorship agreements with gambling entities. The UKGC advises clubs to ensure their partners are appropriately licensed to operate within the UK, highlighting that associations with unlicensed operators can pose significant legal and reputational risks. 

The article below underscores the increasing scrutiny UK football clubs face regarding partnerships with gambling companies, especially those lacking proper licensing. It refers to the Malta Gaming Authority, and God55 was not issued with any licence. The UKGC advocates for transparency and compliance from British Clubs working within this industry.

God55, which was recently announced as an official partner of English Football League club Birmingham City FC, has falsely claimed to have a Malta Gaming Licence, a joint investigation by Insider Sport and iGaming Expert has established.

As a result of the investigation, the Malta Gaming Authority (MGA) has said that any claims of God55 being licensed by the regulator are “false and misleading” and that it will take “appropriate steps” to resolve the matter.

God55’s partnership with Birmingham City raised eyebrows, given that the club is currently in the third tier of English football while the operator primarily targets the Asian betting market. Despite being described in official announcements as “one of the biggest and most trusted brands in the online gaming industry”, the operator does not appear in the databases of the regulators it claims to be licensed by.

On its website, God55 states it is licensed by Curacao Gaming Control Board, Philippine regulator PAGCOR and the MGA. However, Insider Sport found no evidence of the operator being listed in the online databases of any of these regulatory bodies.

Insider Sport has also sought clarification from PAGCOR and the Curacao Control Board over the legitimacy of the operator’s claims to have a licence in the region.

UKGC urges clubs to conduct due diligence

In August 2023, NFL legend Tom Brady became a minority shareholder in Birmingham City after partnering with Knighthead Capital Management LLC, significantly boosting the club’s commercial capabilities. As part of the move, Brady also took on the role of chairman of the advisory board.

Announcing the partnership, God55 was described as “one of the biggest and most trusted brands in the online gaming industry”. However, the operator doesn’t appear in any of the databases of the regulators it claims to be licensed by.

God55 also boasts partnerships with boxing legend Mike Tyson, football icon Roberto Carlos and NBA Legend Dennis Rodman, underlining the firm’s focus on building trust and audience through marketing exposure.

Under current UK Gambling Commission (UKGC) rules, sports organisations entering into sponsoring and advertising arrangements with unlicensed gambling operators are at serious risk of committing an offence under section 330 of the Gambling Act 2005.

The regulator advises clubs to ensure that all sponsorship agreements comply with legal standards to avoid reputational and legal risks.

Responding to Insider Sport’s investigation, the UKGC said: “We do not normally comment on individual operators. However, we would like to make clear that we always take action against any operator purporting to have a licence when they do not.

“We would advise all football clubs considering sponsorship arrangements to read our information notice. This clearly explains that clubs are expected to carry out sufficient due diligence to assure the Commission that consumers cannot transact with these sites from Great Britain by any means.

“As we set out at the time, we will be taking steps to verify that any sites promoted by football clubs have effective measures in place to prevent British consumers from accessing them and will act accordingly if they do not.

“Anyone with concerns about unlicensed gambling websites impacting GB consumers can report them via our website.”

Birmingham City FC has not immediately responded to a request for comment.