Entain Raises Unlicensed Premier League Gambling Sponsorship Plea

Entain has once again intensified calls for an immediate ban on Premier League clubs initiating sponsorship deals with unlicensed gambling operators.

The Ladbrokes and Coral owner has been very vocal on the matter over the past few months, urging swift action on closing loopholes where illegal operators use British sport as a marketing platform.

While Premier League clubs have entered into a voluntary ban on front-of-shirt sponsorship deals from the start of the next season, the fight against black market operators continues.

Government consultation launched

Although a consultation on illegal betting sponsorship deals has been in the pipeline for months, the Department for Culture, Media & Sport (DCMS) only opened discussions on the matter yesterday. The DCMS recognises unlicensed operators are a prevalent matter, and their consultation revealed their rationale for change is driven by three core matters:

• Protecting customers, especially young people and those who are vulnerable, from unregulated platforms that may not offer adequate player protections or fraud recourse.
• To defend the integrity of our domestic market by ensuring advertising footprints are exclusive to operators who are required to adhere to the Gambling Commission’s License Conditions and Codes of Practice (LCCP).
• To eliminate money laundering vulnerabilities within football clubs and agents that have been flagged for National Risk Assessment.

In its consultation, the DCMS highlighted they have lined up two potential options for when the ban might come into effect. One of these earmarked would have a fixed date for August 2027 before the start of the 2027/28 campaign.

Consultation warmly welcomed

Entain Chief Executive Stella David has championed the fight to stamp out unlicensed gambling sponsorship deals, and she wrote to her Premier League counterpart, Richard Masters earlier this year, calling for a blanket ban. David also reached out to Chair of the Independent Football Regulator (IFR), setting out licensing reforms the IFR should address to combat the threat of rogue operators.

David insists action against illegal gambling must go far beyond shirt sponsorship and perimeter advertising around football stadiums. While welcoming the DCMS consultation, David sent a cautionary note.

She said: “

Today’s consultation represents a significant step forward, but it also highlights the need for a broader strategy. The Government has correctly identified the risks associated with unlicensed gambling sponsorship in sport, yet many of these operators continue to reach consumers through online channels.

“Sponsorship restrictions should not become a substitute for tackling the wider digital ecosystem that enables illegal gambling operators to grow their presence in Great Britain.”

Black market fears projected again

Fears over the existential threat of black market gambling are never too far away from the surface. The Betting and Gaming Council (BGC), which recently unveiled its five-pronged approach to combatting the black market, have described the problem as one of the “most significant consumer protection issues” facing the industry.

Indeed, figures published by an H2 Capital Gambling Study indicated that stakes with rogue operators could double from £16.6 billion in 2025 to £33 billion by 2028.

Moreover, the World Advertising Research Centre (WARC) claimed that the majority of gambling advertising spend will lie with unregulated operators, and the data presents some worrying signs.

Next steps outlined

It could be some time before we assess the impact of a ban. In the meantime, responses will be reviewed before any potential legislation is laid out before Parliament.

Those who wish to share their thoughts can complete an online response form or email their thoughts to gamblingactreview@dcms.gov.uk. The consultation will close at 11:59pm on September 9, 2026.