West Ham Extends Partnership with Jeton, a Payment Provider Linked to Illegal Betting in Turkey

While Jeton is recognized as a licensed fintech company in the UK and several other countries, in Turkey it is best known as a payment channel for illegal betting sites. Despite this controversial perception, West Ham United announced in 2025 that it has extended its multi-year partnership with the company.

In Turkey, the name Jeton is almost synonymous with illegal betting. The company, which does not hold a license from Turkish regulators and was officially blocked by the authorities in 2017 due to concerns over illegal gambling and terror financing, continues to be one of the most common payment methods on unlicensed betting platforms.

However, outside Turkey the picture looks very different. In the UK, Jeton is a licensed electronic money institution regulated by the Financial Conduct Authority (FCA), operating as a legitimate fintech brand. Against this backdrop, Premier League club West Ham United has chosen to renew its partnership with Jeton in 2025, promoting the firm as the club’s “Unified Finance App Partner.”

The Partnership’s Evolution: From E-Wallet to Finance App

West Ham United’s relationship with Jeton dates back to 2020, when the company first appeared at the London club as its official “e-Wallet Partner.” The sponsorship brought Jeton visibility in the Premier League and introduced the brand to a global football audience.

Encouraged by the early results, the partnership was extended on a multi-year basis in 2023. By that time, Jeton was already positioning itself as more than a simple wallet, aiming to be recognized as a broader fintech solution.

The latest extension, announced in 2025, marks another shift in branding. Jeton is now promoted as West Ham’s “Unified Finance App Partner,” underlining the company’s ambition to present itself not just as a payment method but as a comprehensive digital finance platform.

Timeline of the partnership:

• 2020: Launched as e-Wallet Partner
• 2023: First multi-year extension
• 2025: Rebranded as Unified Finance App Partner

Jeton’s Global Position: A Rapidly Growing Fintech

Although its reputation in Turkey is strongly tied to illegal betting, Jeton presents a very different profile on the international stage. Headquartered in the UK and operating under the supervision of the Financial Conduct Authority (FCA), Jeton is legally recognized as an electronic money institution.

The company has grown steadily in recent years, claiming over one million registered users across 27 countries. Its services allow users to hold and transfer multiple currencies, aiming to offer an easy-to-use and accessible digital finance experience.

Jeton’s rapid expansion has not gone unnoticed. The firm was included in the Financial Times’ “Fastest Growing Companies” lists in both 2024 and 2025, a recognition that bolstered its reputation as an emerging fintech player.

Sponsorships in football, particularly the partnership with West Ham United, are part of Jeton’s global marketing strategy. By attaching its name to one of the world’s most watched leagues, the company seeks to enhance its international credibility and build trust in markets where fintech solutions compete fiercely for attention.

Turkey’s Perspective: A Brand Synonymous with Illegal Betting

While Jeton has positioned itself as a regulated fintech player in the UK and other countries, in Turkey its name is almost inseparable from the illegal betting industry. Nearly every unlicensed betting site available to Turkish users lists Jeton among its payment options, making it one of the most common methods for depositing and withdrawing money on platforms that are otherwise banned.

The problem lies in the regulatory framework. Jeton does not have a license from the Banking Regulation and Supervision Agency of Turkey (BDDK), the authority responsible for granting legal status to financial institutions. Because of this, the company is considered unauthorized and illegal in the Turkish market.

Moreover, Turkey’s Information and Communication Technologies Authority (BTK), which oversees internet regulations, officially blocked Jeton’s website on 26 September 2017, citing concerns over its use in illegal gambling and terror financing. This decision made clear that Jeton had no legal standing in the country.

In addition, reports from MASAK, Turkey’s Financial Crimes Investigation Board, have often mentioned Jeton in the context of suspicious money flows related to betting transactions. Taken together, these measures highlight why Jeton is viewed in Turkey not as an innovative fintech brand, but as an integral part of an underground betting ecosystem.

Assessment: A Legal Fintech Abroad, an Illegal Brand in Turkey

Jeton’s story illustrates a striking duality: in the UK and many other countries it is a licensed fintech company, while in Turkey it is treated as an illegal betting payment channel. For West Ham United, the partnership is a straightforward commercial deal with a legal business. But in Turkey, the same company is perceived as part of the shadow economy that fuels unlicensed gambling.

This contrast highlights not only the complexities of global fintech regulation but also the peculiar way Turkey’s betting industry operates — pushing certain technologies underground while they thrive legally elsewhere.

Key takeaways:

1. Two Realities: Jeton is legal in most of Europe, but considered illegal in Turkey.
2. No Risk for West Ham: From the club’s perspective, this is a partnership with a legitimate UK-licensed company.
3. A Betting Association in Turkey: For Turkish users, Jeton is almost exclusively associated with illegal betting sites.
4. Regulatory Contrast: Strict regulations in Turkey push fintech tools into grey or black markets, even when they are legitimate abroad.
5. Image Dilemma: Globally, Jeton markets itself through sports sponsorships to build credibility; in Turkey, it remains a symbol of the unregulated betting ecosystem.