Entain pushes football regulator over unlicensed gambling sponsors

Entain has called on the Independent Football Regulator (IFR) to stop English football clubs from accepting sponsorship deals linked to unlicensed gambling operators.

The Ladbrokes and Coral owner submitted its recommendations as part of the IFR’s Second Licensing Consultation, arguing the regulator already has the powers needed to intervene before the start of the 2026-27 football season.

Entain targets offshore sponsorship loopholes

Entain’s intervention comes at a time when there is growing scrutiny around gambling sponsorships in English football. This is particularly in relation to partnerships involving operators without a UK licence.

Under current rules, some overseas operators are still able to gain visibility through English football clubs using white-label arrangements or international sponsorship agreements. According to Entain, up to six Premier League clubs currently have sponsorship agreements with operators that do not hold a UK licence or regulated UK presence.

Entain CEO Stella David said the issue should already fall within the IFR’s proposed rules on income linked to serious criminal conduct:

“Premier League clubs are being sponsored by criminal gambling firms. The Independent Football Regulator can stop this tomorrow by simply acknowledging that unlicensed gambling companies targeting UK customers through English football are breaking the law – plain and simple.” - Stella David, CEO at Entain

David added that the regulator would not require additional legislation or powers to enforce the change before the new football season begins in August.

Four recommendations submitted to regulator

Beyond calling for clarification around unlicensed gambling sponsorships, Entain outlined four recommendations to the IFR as part of the consultation process. The operator wants clubs to provide annual board-level confirmation that significant commercial gambling agreements involve operators licensed in Great Britain.

Entain also requested stronger governance requirements around reputational risks linked to commercial partnerships under the Football Club Corporate Governance Code, which forms part of the Football Governance Act 2025.

The company further urged the IFR to issue formal guidance to clubs explaining the due diligence expected when entering partnerships with gambling brands.

Entain’s position aligns with wider industry concerns over the growth of offshore gambling activity targeting UK consumers through sport and digital advertising.

Pressure grows ahead of sponsorship consultation

The debate is happening at the same time that the UK government is reviewing gambling sponsorship rules across sport. In February, the Department for Culture, Media and Sport launched a consultation examining whether unlicensed gambling sponsorships should be banned in Great Britain.

Research commissioned by the Betting and Gaming Council (BGC) estimated that around 1.5 million Britons stake £4.3 billion annually with illegal gambling operators. Separate research commissioned by the BGC suggested unlicensed operators could account for more than half of UK sports sponsorship spending by October 2027.

Entain has also written to Richard Masters calling for a voluntary ban on unlicensed gambling sponsorships ahead of the 2026-27 campaign.

This increases pressure on football authorities and regulators as the industry faces closer scrutiny over the role of offshore gambling brands in English football.