Entain urges immediate ban on unlicensed gambling sponsorships

Entain has renewed its call for the UK government to ban sponsorship deals between sports clubs and unlicensed gambling operators following the closure of a Department for Culture, Media and Sport consultation.

The owner of Ladbrokes and Coral urged ministers to “close the loophole without delay”, arguing that the proposed implementation date of August 2027 would permit unlicensed operators to retain a presence in British sport for another season.

DCMS launched its second consultation on the proposed ban in July. It closed on 9 September, following an initial government review earlier this year.

Eleven Premier League clubs linked to unlicensed operators

Premier League clubs voluntarily stopped using gambling companies as front-of-shirt sponsors from the beginning of the 2026–27 season.

However, gambling branding remains permitted elsewhere, including on shirt sleeves, training kits and advertising around stadiums.

Entain said 11 of the Premier League’s 20 clubs currently have sponsorship or advertising arrangements with operators that do not hold a British gambling licence. This is higher than the eight clubs previously identified by the government.

Sunderland recently announced crypto casino and sportsbook Shuffle as its official sleeve partner under a multi-year agreement. Shuffle is not licensed to provide gambling services in Great Britain.

Stake also remains an Everton sleeve sponsor despite withdrawing from the UK market in 2025 amid a Gambling Commission investigation into its advertising.

Other reported arrangements include Chelsea’s partnership with 8XBet, Tottenham Hotspur’s deal with VSBet and Nottingham Forest’s association with FUN88.

Entain warns of growing black market

Entain linked its demand for immediate action to forecasts suggesting that unlicensed gambling activity in the UK could increase substantially.

Figures from H2 Gambling Capital estimate that black-market stakes could rise from £17 billion in 2025 to more than £33 billion by 2028.

The company argued that offshore operators are not required to follow the player-protection and anti-money laundering standards imposed on Gambling Commission licensees. Its own research also found that more than 80% of consumers could not confidently distinguish between licensed and unlicensed gambling businesses.

Entain CEO Stella David said clubs entering new agreements had been aware that the government intended to introduce restrictions.

“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.”

David added that inconvenience should not be treated as a justification for delaying action.

Entain also wants the restrictions to extend beyond physical sponsorship assets to online and digital advertising.

Evidence cited in the government consultation indicated that 22% of consumers using unlicensed operators first encountered them through social media, while 13% first came across them through sponsorship.