Entain is reiterating its appeal to the UK government for an immediate ban on sports sponsorships involving unlicensed gambling operators. The call follows the conclusion of a consultation by the Department for Culture, Media and Sport (DCMS) that ran from July 15 to September 9, which was the second such inquiry after an initial review in February.
In a statement issued on Friday, the owner of Ladbrokes and Coral urged the government to "close the loophole without delay," arguing that the proposed timeline, which aims for enforcement by August 2027, is insufficient. This delay enables unlicensed operators to maintain sponsorships with Premier League clubs for yet another full season.
Currently, although Premier League clubs will be banned from having gambling-related front-of-shirt sponsors starting in the 2026-2027 season, Entain's research found that 11 of the 20 clubs still have sponsorship or advertising deals with operators lacking a UK license. This number is notably higher than the government's estimate of eight. Such arrangements include sleeve sponsorships, stadium branding, and training kits.
For instance, Sunderland recently named the unlicensed crypto casino and sports betting platform Shuffle as its official sleeve partner, marking a multi-year deal. Meanwhile, Everton continues to display Stake's branding on its sleeves, even after the operator ceased UK operations in early 2025 amid a Gambling Commission investigation.
Other clubs maintaining connections with unlicensed operators include Chelsea (8XBet), Tottenham Hotspur (VSBet), and Nottingham Forest (FUN88).
The issue of player protection has been brought to the forefront, especially as H2 Gambling Capital projects that black market stakes in the UK could surge from £17 billion ($22.7 billion) in 2025 to over £33 billion by 2028. Entain noted that these offshore operators lack the player protection measures and anti-money laundering standards that licensed firms are required to implement. Furthermore, their own research indicated that more than 80% of consumers struggle to differentiate between licensed and unlicensed operators.
Stella David, CEO of Entain, emphasized the urgency of the ban, asserting that clubs are already aware of the intended 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 also pointed out that the consultation revealed that 22% of consumers who engage with unlicensed operators first encountered them through social media, while 13% did so via sponsorship. This has prompted the company to advocate for the ban to extend to both online and digital advertising, in addition to traditional physical sponsorships.
