Entain has reiterated its demand for an immediate ban on sports sponsorship arrangements involving unlicensed gambling operators in the UK. In a press release issued on Friday, the owner of Ladbrokes and Coral urged the government to "close the loophole without delay" following a recent consultation by the Department for Culture, Media and Sport (DCMS).
This latest consultation took place from July 15 to September 9, following an initial review earlier in February. However, Entain cautioned that the proposed timeline for implementing the ban, set for August 2027, is too lengthy. This delay would enable unlicensed operators to continue sponsoring Premier League clubs for another full season.
Currently, Premier League teams are prevented from having any gambling-related front-of-shirt sponsors, a voluntary ban that will take effect at the start of the 2026-27 season. Yet, according to Entain, 11 out of the 20 Premier League clubs still maintain sponsorship or advertising contracts with unlicensed operators, surpassing the government’s previous estimate of eight.
These agreements encompass sleeve sponsorships, stadium branding, and training kits. For instance, Sunderland recently announced a multi-year partnership with Shuffle, a crypto casino and sports betting platform that lacks a UK operating license. Meanwhile, Stake continues to feature on Everton’s kits, despite halting operations in the UK in early 2025 during an investigation by the Gambling Commission concerning its advertising practices. Other clubs engaged with unlicensed operators include Chelsea (8XBet), Tottenham Hotspur (VSBet), and Nottingham Forest (FUN88).
Entain has raised concerns over player protection, citing H2 Gambling Capital data predicting that UK black market stakes are likely to increase from £17 billion ($22.7 billion) in 2025 to over £33 billion by 2028. The company pointed out that unlicensed offshore operators do not adhere to the same player protection and anti-money laundering regulations that licensed companies are required to follow.
Additionally, Entain's research indicates that over 80% of consumers struggle to differentiate between licensed and unlicensed operators. CEO Stella David urged the government to enact the ban promptly, noting that Premier League clubs had prior knowledge of the impending regulations.
"Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks," David stated. She maintained that the government should implement the ban immediately, even if it necessitates clubs ordering new kits mid-season, arguing that "inconvenience is not an excuse for inaction."
Entain's consultation response also revealed that 22% of consumers who engage with unlicensed operators first discovered them through social media, with 13% coming via sponsorship. As a result, the company called for the ban to extend beyond physical advertising to include online and digital platforms as well.
