Entain has reiterated its call for the UK government to swiftly prohibit sports sponsorship agreements involving unlicensed gambling operators. In a press release issued on Friday, the owner of Ladbrokes and Coral urged the government to "close the loophole without delay" following a consultation by the Department for Culture, Media and Sport (DCMS) regarding this issue.
This latest consultation, which took place from July 15 to September 9, follows an initial review that occurred in February. However, Entain expressed concern that the proposed timeline, which aims for a ban to commence in August 2027, is insufficient. According to the company, this would allow unlicensed operators to sponsor Premier League clubs for another entire season.
Currently, Premier League teams are banned from having gambling operators as front-of-shirt sponsors, a voluntary measure that goes into effect at the beginning of the 2026-27 season. Yet, Entain's findings indicate that 11 out of the 20 Premier League clubs currently hold sponsorship or advertising contracts with operators that lack a UK license, a number higher than the government’s estimate of eight. These sponsorships include sleeve deals, stadium branding, and training kits.
Recently, Sunderland announced that it has partnered with Shuffle, a crypto casino and sports betting platform, as its official sleeve partner in what is touted as a multi-year agreement. Notably, Shuffle does not have a license to operate within the UK.
Stake also continues to appear on the sleeve of Everton’s kits, despite having ceased operations in the UK in early 2025 due to a Gambling Commission investigation. Other Premier League clubs with sponsorship deals with unlicensed operators include Chelsea (8XBet), Tottenham Hotspur (VSBet), and Nottingham Forest (FUN88).
Entain highlighted statistics from H2 Gambling Capital indicating that black market stakes in the UK are projected to nearly double, from £17 billion ($22.7 billion) in 2025 to over £33 billion by 2028. The company stressed that offshore operators do not adhere to the same player protection measures and anti-money laundering standards required of licensed entities.
Further research by Entain points out that more than 80% of consumers cannot "confidently distinguish" between licensed and unlicensed operators. Stella David, the CEO of Entain, urged the government to implement the ban without delay, noting that Premier League clubs are aware of impending changes. "Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks," she stated. "The government made clear in February that it would bring in a ban, and it should do so immediately, even if that means clubs ordering new kit mid-season. Inconvenience is not an excuse for inaction."
The consultation data also revealed that 22% of consumers who engage with unlicensed operators first encountered them via social media, while 13% were introduced through sponsorships. Consequently, Entain has called for the ban to encompass both online and digital advertising, in addition to physical promotions.
