Entain is pushing the UK government to promptly ban sports sponsorship deals with unlicensed gambling operators. In a press release issued on Friday, the owner of Ladbrokes and Coral stated it was crucial to "close the loophole without delay" following a consultation by the Department for Culture, Media and Sport (DCMS) that concluded recently.
This second consultation, which took place from July 15 to September 9, followed an initial review conducted in February.
Entain criticized the proposed timeline for implementing the ban by August 2027 as insufficient, arguing it would allow unlicensed operators to maintain sponsorships with Premier League clubs for another entire season.
Although a voluntary ban on front-of-shirt gambling sponsorships by Premier League clubs is set to take effect from the start of the 2026-27 season, Entain's research revealed that 11 out of the current 20 Premier League clubs are still involved in sponsorship or advertising agreements with unlicensed operators, surpassing the government’s previous estimate of eight.
These arrangements include sleeve sponsorships, stadium branding, and training kits. Recently, Sunderland announced a multi-year official sleeve partnership with the crypto casino and sports betting platform Shuffle, which operates without a UK license. Additionally, Everton continues to sport Stake on its sleeves, despite Stake halting operations in the UK in early 2025 due to a Gambling Commission investigation.
Other notable clubs with sponsorships from unlicensed operators include Chelsea (8XBet), Tottenham Hotspur (VSBet), and Nottingham Forest (FUN88).
Entain also highlighted alarming projections from H2 Gambling Capital, which forecast black market stakes in the UK to nearly double—from £17 billion ($22.7 billion) in 2025 to upwards of £33 billion by 2028. The company pointed out that offshore operators lack the player protection measures and anti-money laundering standards required of licensed companies. Furthermore, Entain’s own research indicated that over 80% of consumers struggle to differentiate licensed operators from unlicensed ones.
Stella David, CEO of Entain, reiterated the urgency of legislative action, emphasizing that clubs aware of forthcoming changes should be held accountable. She stated, "Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks. 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."
Entain's consultation findings revealed that 22% of consumers who engaged with unlicensed operators first encountered them via social media, while 13% did so through sponsorships. Consequently, Entain advocates for extending the ban to cover online and digital advertising along with physical forms of sponsorship.
