Entain has reiterated its plea for the UK government to impose an immediate ban on sports sponsorship agreements with unlicensed gambling operators. In a press release issued on Friday, the owner of Ladbrokes and Coral urged the government to swiftly "close the loophole without delay" following the completion of a Department for Culture, Media and Sport (DCMS) consultation on the subject.
This second consultation, which took place from July 15 to September 9, follows an initial review that was conducted in February. However, Entain expressed concern that the current proposed timeline, which suggests enforcing a ban by August 2027, is not sufficiently prompt. They argue this delay permits unlicensed operators to maintain sponsorships with Premier League clubs for an additional season.
Currently, a voluntary ban prohibits Premier League clubs from having gambling front-of-shirt sponsors starting from the 2026-27 season. Despite this ban, Entain found that out of the 20 clubs in the Premier League, 11 still engage in sponsorship or advertising agreements with operators lacking UK licenses, an increase from the government’s estimate of eight clubs. These agreements encompass sleeve sponsorships, stadium branding, and training kits.
Recently, Sunderland announced its collaboration with Shuffle, a crypto casino and sports betting platform, as its new official sleeve partner. This deal is part of a "multi-year partnership"; however, it is notable that Shuffle does not possess a license to operate within the UK. Meanwhile, Everton continues its arrangement with Stake, which has remained on the sleeves of their kits despite the operator halting operations in the UK in early 2025 following a Gambling Commission investigation concerning its advertising practices.
Other notable clubs associated with unlicensed operators include Chelsea, which partners with 8XBet; Tottenham Hotspur with VSBet; and Nottingham Forest with FUN88.
Entain highlighted alarming data from H2 Gambling Capital that predicts a significant increase in black market gambling within the UK, estimating that stakes could nearly double from £17 billion ($22.7 billion) in 2025 to over £33 billion by 2028. The firm emphasized that offshore operators do not adhere to the player protection measures and anti-money laundering protocols mandated for licensed operators.
Further supporting its case, Entain pointed out research indicating that over 80% of consumers are unable to confidently differentiate between licensed and unlicensed operators.
Stella David, CEO of Entain, urged the government to accelerate the ban's implementation, arguing that Premier League clubs are already aware of impending changes.
"Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks," David 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 kits mid-season. Inconvenience is not an excuse for inaction."
Entain also reported that 22% of consumers who utilize unlicensed operators first engaged with them through social media, while 13% did so via sponsorship. Therefore, the company is advocating for the ban to extend to online and digital advertising in addition to physical sponsorships.
