Entain has urged the UK government to act “without delay” to ban sports sponsorship deals involving unlicensed gambling operators, warning that 11 Premier League clubs currently hold such arrangements. The call follows the close of a Department for Culture, Media and Sport consultation on 9 September, with the Ladbrokes and Coral owner arguing the proposed August 2027 implementation timeline is insufficient.
In a press release issued on Friday, Entain warned that the current schedule would allow unlicensed operators to sponsor Premier League clubs for another full season. The company identified 11 of the current 20 Premier League clubs holding sponsorship or advertising arrangements with operators lacking UK licences, exceeding the government’s own estimate of eight clubs.
Unlicensed deals persist despite front-of-shirt ban
While Premier League clubs are prohibited from gambling front-of-shirt sponsorships following a voluntary ban that began with the 2026-27 campaign, unlicensed operators continue to secure sleeve sponsorships, stadium branding and training kit deals. Recent examples include Sunderland’s announcement last week of crypto casino Shuffle as its official sleeve partner in a multi-year deal, despite Shuffle not holding a UK licence.
Everton continues to feature Stake on its kit sleeves even after the operator ceased UK operations in early 2025 amid a Gambling Commission investigation into its advertising. Other clubs with unlicensed operator agreements include Chelsea with 8XBet, Tottenham Hotspur with VSBet, and Nottingham Forest with FUN88.
Black market stakes forecast to double by 2028
Entain cited data from H2 Gambling Capital projecting that black market stakes in the UK will nearly double from £17 billion in 2025 to over £33 billion by 2028. The operator emphasized that offshore operators do not employ the same player protection measures and anti-money laundering standards required of licensed companies.
The company’s own research suggests over 80% of consumers cannot “confidently distinguish” licensed operators from unlicensed ones. According to data included in the consultation, 22% of consumers who use unlicensed operators first interacted with them through social media, with 13% via sponsorship.
CEO demands immediate action despite club inconvenience
Stella David, Entain’s CEO, called for the government to implement the ban immediately, arguing that clubs were already aware of the planned regulatory changes. “Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks,” she said. “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 is not an excuse for inaction.” Entain also called for the ban to extend beyond physical sponsorships to cover online and digital advertising channels. The second DCMS consultation ran from 15 July to 9 September, following an initial review in February.
