Entain Calls on Football Regulator to Ban Unlicensed Gambling Sponsorships
Entain has urged the Independent Football Regulator to restrict clubs from accepting sponsorship deals with unlicensed gambling operators in UK. This appeal is part of the regulator’s recent consultation on club licensing rules across England’s top five tiers of men’s football.
The issue extends beyond shirt sponsorships, as clubs currently accept funding from offshore operators not licensed to serve British players. Stadium LED advertisements promoting such brands have also been visible this season.
Entain, the parent company of Ladbrokes and Coral, has requested the regulator to clarify draft guidance that prohibits clubs from accepting income linked to serious criminal conduct. The company insists that the guidance explicitly include gambling operators operating without a UK licence. Under the Gambling Act 2005, accepting bets from UK customers without the proper licence constitutes a criminal offence. While the regulator has not issued a public response, sources cited by The Guardian indicate that all submissions, including Entain’s, will be carefully reviewed.
Several Premier League clubs currently feature sponsorship deals with unlicensed operators, with some advertising appearing on LED boards during matches. Although a voluntary ban on front-of-shirt gambling sponsorship will begin next season, it does not address the wider unregulated market. Clubs may shift existing partnerships to sleeves or other branding placements. A notable case is Stake, which previously held a UK licence but relinquished it last year amid a Gambling Commission review following a promotional video controversy.
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Research estimates the UK-facing unlicensed gambling market at approximately £4.3 billion annually, with a rising number of British consumers engaging with unlicensed sites. Industry regulators and advocacy groups warn that this trend threatens the integrity of the regulated sector. Unlicensed operators pose significant player protection risks, being outside UK safeguards, linked to sports piracy advertising, and capable of targeting individuals who have self-excluded from licensed services. There are particular concerns about exposure among young people.
Stella David, CEO of Entain, has also reached out to Premier League chief executive Richard Masters, proposing a meeting to discuss the rise of unlicensed gambling and its links to sports piracy issues that could jeopardize the league’s broadcast rights and commercial interests. The consultation has sparked debate about the scope of the Independent Football Regulator. While some clubs and the Premier League have expressed reservations about potential mission creep, the regulator has stated it will consider all responses thoroughly. Entain Unlisenced Gambling.
