Entain has reiterated its demand for an immediate ban on sports sponsorship deals with unlicensed gambling operators, following the recent conclusion of a consultation by the UK government’s Department for Culture, Media and Sport (DCMS). In a press release issued on Friday, the owner of Ladbrokes and Coral urged the government to act swiftly to "close the loophole without delay".
This second consultation took place from July 15 to September 9, and follows an initial review that was conducted in February. However, Entain expressed concerns that the proposed timeline for implementing a ban by August 2027 is excessively lax, potentially allowing unlicensed operators to continue sponsoring Premier League clubs for another season.
Currently, Premier League clubs cannot have gambling operators as front-of-shirt sponsors due to a voluntary ban beginning with the 2026-27 season. Despite this, Entain discovered that 11 out of the 20 Premier League clubs still maintain sponsorship or advertising partnerships with firms lacking a UK license, a rise from the government’s previous estimate of eight clubs. These sponsorships include arrangements for sleeve logos, stadium branding, and training kits.
A recent partnership announcement by Sunderland highlights the issue, as the club named Shuffle—a crypto casino and sports betting platform that is not licensed in the UK—as its official sleeve sponsor, marking a multi-year agreement. Similarly, Stake, which discontinued operations in the UK in early 2025 following a Gambling Commission inquiry, remains visible on Everton’s kits.
Other clubs engaging with unlicensed operators are Chelsea (8XBet), Tottenham Hotspur (VSBet), and Nottingham Forest (FUN88).
Entain raised alarms over the rising black market in the UK, citing data from H2 Gambling Capital projecting that black market stakes could surge from £17 billion ($22.7 billion) in 2025 to over £33 billion by 2028. The company underscored that offshore operators lack the player protection and anti-money laundering protocols that licensed businesses must adhere to.
Research from Entain indicates that more than 80% of consumers cannot easily distinguish between licensed and unlicensed operators. Stella David, Entain’s CEO, emphasized the need for prompt government action, pointing out that clubs engaging with unlicensed operators were already aware of impending regulatory 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."
Entain’s findings from the consultation revealed that 22% of consumers who use unlicensed operators were first introduced to them via social media, while 13% encountered them through sponsorships. Consequently, the company is advocating for the ban to extend to digital and online advertising in addition to physical promotional materials.
