Chelsea Sponsor 8Xbet Redirects Users To GamCare; No Explanation Given

UK users trying to access 8xbet are running into trouble trying to place bets, according to reports. The Asian-facing bookie, which has been Chelsea’s official gambling partner since 2024, is seeing users being redirected to the GamCare homepage instead.

Strangely, no reason has been provided for why this has been occurring. Chelsea have listed 8xbet as a prominent bookie in the Asia Pacific region, but when clicking from the club’s homepage through to the sportsbook’s site, GamCare pops up, which has a wealth of tools and practical advice for problem gamblers.

Stumped at the first turn

While the deflected link to gambling charity GamCare is somewhat perplexing, perhaps the UK is trying to get to grips with problem betting. According to an NHS study published earlier this year, the number of adults at risk of problem gambling was put at 5%.

However, these figures were at odds with the United Kingdom Gambling Commission (UKGC), which suggested that 2.7% of adults were classified as problem gamblers. As far as 8xbet is concerned, those UK punters hoping to place wagers will have been disappointed to be stumped at the first turn.

8xbet, it is worth noting, has sponsorship deals in place with Newcastle United and Sunderland. However, the redirection of 8xbet to GamCare marks a blot on their copybook.

Premier League getting serious

The Premier League announced in 2023 that from the end of the 2025/26 season, clubs won’t be allowed to brandish gambling sponsors on the front of their shirts. Some outfits, including Bournemouth and Burnley, have tried to circumvent the rules by carrying out deals through TG Europe, and this was deemed as a potential avenue before the UKGC waded in and read TG Europe the riot act.

As part of a government crackdown, gambling firms were informed last month that without an official license, they would be barred from sponsoring football teams. Consultations are expected to start soon, but ministers have expressed a worry about unlicensed operators not complying with betting regulations. The crux of the matter for 8xbet could be wider.

Curbing black market growth

More pertinently, stifling black market growth is an existential challenge facing the betting industry. Figures cited by the Betting and Gaming Council (BGC) from a survey last month indicated that 66% of those canvassed for their opinions already think the tax rises will make betting less appealing.

Meanwhile, 57% of those surveyed think UK gambling is already too heavily regulated. In relation to 8xbet, while Chelsea’s current betting deal doesn’t target UK consumers per se, its visibility makes it a problem.

As such, there has been a more concerted drive by the authorities to back the regulated sector. BGC’s CEO Grainne Hurst, for example, has been a vocal critic of the black market. Hurst has repeatedly issued warnings, and last month she said:

“When you tax responsible, regulated betting and gambling companies harder, you simply drive customers towards the unsafe, unregulated black market.

“Illegal gambling sites do not pay tax. They do not contribute to British sport. If the government wants growth and genuine customer protection, it must back the regulated sector, not make it less competitive against criminals.”

What have users learned?

At the moment, those UK punters wishing to play at 8xbet can use a VPN, rendering the GamCare redirect almost futile. That said, betting.co.uk reached out to Chelsea and GamCare for further comment, but they declined to speak on the matter.