Birmingham City FC’s partner, God55, which is partially owned by Tom Brady, has come under investigation after Insider Sport and iGaming Expert discovered that the operator’s website misleads users by falsely claiming to hold a license from the Malta Gaming Authority (MGA).
The partnership, announced on March 14, established God55 as the official Asian betting partner of the English Football League (EFL) club.
In the official press release, God55 was described as “one of the biggest and most trusted brands in the online gaming industry.” The Malaysia-based operator claims to be licensed by MGA, the Philippine Amusement and Gaming Corporation (PAGCOR), and the Curaçao Gaming Authority (CGA).
However, an iGaming Expert investigation found no evidence that God55 holds a valid license from any of these regulators.
When contacted, MGA officially stated that God55 is not a licensed operator and that “any references to the authority are therefore false and misleading.”
As a result, following iGaming Expert’s publication, MGA has launched its own investigation into God55’s activities.
What This Means for Birmingham City
Since NFL legend Tom Brady announced his partial ownership of the St. Andrew’s-based club in August 2023, Birmingham City has secured major sponsorship deals with brands such as Nike, Delta, and Coral. Therefore, the announcement of another commercial partnership was not surprising.
However, the God55 deal has drawn special attention from Insider Sport, particularly given the recent controversies surrounding Asian bookmakers sponsoring English football clubs.
Last year, Nottingham Forest and Crystal Palace received warnings from the UK Gambling Commission (UKGC) over their partnerships with Kaiyun Sports, an Asian betting operator that was unlicensed in the UK.
Now, Birmingham City finds itself in a similar situation. The UKGC has warned football clubs about potential legal action for failing to meet standards in betting sponsorship agreements. If found guilty of insufficient due diligence, club officials could face fines or even imprisonment.
According to the UKGC, clubs are required to conduct thorough checks on sponsors, especially those unfamiliar with the UK market. In the case of Nottingham Forest and Crystal Palace, Kaiyun Sports was at least licensed in the UK when the deal was signed.
Despite this, Birmingham City chose to partner with God55, which, as uncovered by Insider Sport and iGaming Expert, appears to lack a license in any global jurisdiction—a fact that took investigators just 30 minutes to verify.
As of now, Birmingham City FC has not issued an official statement on the matter.
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