In a startling turn of events, Sorare, a key partner of the illustrious Premier League, has found itself in hot water with the UK Gambling Commission. The commission has leveled the serious accusation that Sorare has been “providing unlicensed gambling facilities to consumers in Britain”, a charge that will see the company facing legal proceedings at the Birmingham Magistrates’ Court on October 4.
The Premier League, in a move that raised eyebrows back in January 2023, had granted Sorare a four-year license to create digital cards of players from all 20 Premier League clubs for its free-to-play online fantasy football game. This move solidified Sorare’s status as a reputable partner of the Premier League, as the company’s presence even graced the league’s official website.
Sorare, for those unfamiliar, is a cutting-edge game where players engage in transactions using cryptocurrency to acquire, win, and manage a virtual team composed of digital player cards known as NFTs. The allure of Sorare lies in the promise of lucrative rewards, such as competing for a staggering $15,000,000 in total cash prizes, coveted VIP tickets, signed jerseys, and various other enticing offerings.
The revelation of the Gambling Commission’s investigation into Sorare’s activities in 2021 threw the company into the spotlight, prompting questions about the nature of its services and whether it was indeed operating as a gambling platform without the necessary licenses. Surprisingly, the Premier League has chosen to remain tight-lipped in the aftermath of the commission’s charge, leaving many to speculate on the ramifications for their partnership with Sorare.
Liverpool, a prominent club in the Premier League, had once enjoyed a formal partnership with Sorare, as evidenced by their social media posts as recent as April. However, this relationship has since dwindled, with the expiration of their deal in May signaling a clear break between the two parties.
Notably, Sorare’s influence extends beyond the Premier League, boasting alliances with other prestigious football leagues such as MLS, the Bundesliga, Serie A, and La Liga, in addition to partnerships with NBA and MLB. Furthermore, the company’s association with Real Madrid star Kylian Mbappe further underscores its reach, with the player himself promoting Sorare through his social media channels.
Founded in the cultural hub of Paris in 2018, Sorare takes pride in its global presence, with a reported three million users spanning an impressive 180 countries. The company’s impressive roster of investors and partners includes former football icons Rio Ferdinand and Gerard Pique, affirming its status as a formidable player in the industry.
As the saga surrounding Sorare continues to unfold, one thing remains clear – the world of fantasy football and digital collectibles has been irrevocably altered by the meteoric rise and subsequent legal challenges facing this once-celebrated company.
Additional reporting by Caoimhe O’Neil
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