Entain CEO Urges Premier League to Ban Unlicensed Gambling Sponsors

Entain CEO Stella David has urged the English Premier League to ban unlicensed gambling operators from appearing on its teams’ shirts, after the UK government announced it was considering a ban of unlicensed operator sponsorship across British sport.

From the start of the 2026/27 season, which begins in August, the Premier League will implement a voluntary ban on front-of-shirt sponsorships for gambling operators. However, gambling brands will still be allowed to appear on the teams’ sleeves, and teams will still be able to have partnerships with gambling brands. The ban will not apply to all leagues below the Premier League.

In the current 2025/26 season, 11 of the 20 teams wear shirts sponsored by gambling brands; six of these include brands which are not licensed by the Gambling Commission in the UK.

The government said this week it is to launch a consultation on sports sponsorship this spring, with a view to banning unlicensed gambling sponsorship of all British sports teams, aiming to mitigate the risks associated with the illegal market.

“Black market derby”

Following the announcement of the consultation, David wrote to Premier League CEO Richard Masters, welcoming the government’s announcement and urging the league to ensure the unlicensed brands cannot continue to sponsor teams in some form, even after the front-of-shirt ban comes into effect.

Currently, Premier League teams Bournemouth (BJ88), Burnley (96.com), Everton (Stake.com), Fulham (SBOTOP), Sunderland (W88), and Wolverhampton Wanderers (DEBET) are sponsored by brands unlicensed in the UK. David referenced two of these teams, Bournemouth and Sunderland, being due to play each other this Saturday.

David wrote:

“On Saturday 28 February, Bournemouth host Sunderland in a ‘black market derby,’ with both teams sporting gambling sponsors without UK licenses on their shirts. It exemplifies the rise of black market gambling in the UK, the Premier League’s complicity in it, and the very real harms at stake.

“For that reason, Entain welcomes the government’s announcement that it will consult on a blanket ban on such advertising. But a consultation will take months to complete, meanwhile clubs will be under pressure to order playing strips for next season. The Premier League must therefore act now, banning these operators that target vulnerable UK consumers.”

A number of gambling brands lost their licensing in the UK last May, when white-label operator TGP Europe surrendered its license, after being told to pay a £3.3 million penalty by the Commission, and to make significant improvements if it wanted to continue trading in Great Britain. This impacted BJ88, SBOTOP, DEBET and 96.com.

Plenty to decide before next season

It is unlikely the Premier League could implement any kind of ban on the unlicensed operators before the end of the current season in May.

While this may appear futile, as the front-of-shirt ban comes into place for all gambling brands after that point, the Premier League could still ban all other forms of gambling sponsorship for unlicensed brands.

David wrote:

“We welcome the government’s commitment to review this area, and Lisa Nandy [Secretary of State for Culture, Media and Sport] has been clear that protecting consumers is a priority. But while a consultation runs its course, clubs are ordering next season’s kits and commercial deals are being signed. The Premier League does not need to wait — it can act now.

“A partial solution is not a solution. If we are serious about protecting the integrity of British sport and directing consumers toward safe, regulated environments, then there must be a comprehensive ban on all sponsorship and advertising partnerships with unlicensed gambling operators.”

Following the announcement of the government’s consultation, industry trade body the Betting and Gaming Council welcomed the decision, stating “it is more important than ever that firm action is taken against the growing harmful black market.”