Entain Urges Premier League to Ban Illegal Gambling Sponsorships Immediately
Stella David, Chair of Entain, has publicly criticized the Premier League for facilitating the growth of illegal gambling by permitting clubs to display sponsorships linked to unlicensed operators. In a letter addressed to league CEO Richard Masters, she emphasized the urgent need for action before the government’s consultation on banning such sponsorships concludes. David pointed out upcoming matches where clubs are set to feature gambling sponsors without UK licenses, describing these arrangements as evidence of illicit operators gaining credibility through football partnerships.
While she welcomed the UK government’s initiative to consult on a blanket ban, she warned that this process could take several months. Meanwhile, football clubs are already preparing their kits and commercial deals for the upcoming season. She urged the league to act immediately rather than wait for regulatory changes, advocating for the suspension of all sponsorship agreements with unlicensed operators targeting UK consumers.
Her letter also referenced research indicating a rapid expansion of the illegal gambling sector, with estimates suggesting that UK players wager billions annually with unregulated firms. In her words, “On Saturday 28 February, Bournemouth host Sunderland in a ‘black market derby,’ with both teams sporting gambling sponsors without UK licenses on their shirts. It exemplifies the rise of black market gambling in the UK, the Premier League’s complicity in it, and the very real harms at stake.” She warned that waiting for the consultation’s outcome might delay necessary measures, especially as clubs are already preparing for upcoming seasons. Entain welcomes the government’s announcement that it will consult on a blanket ban but emphasizes that the process will take months, during which clubs will be under pressure to order new kits. Therefore, she calls on the Premier League to act now by banning operators that target vulnerable UK consumers.
David also challenged reports suggesting the league had lobbied to retain certain sponsorship placements despite regulatory concerns. She pointed out that, although the league has agreed to phase out front-of-shirt sponsorships next season, it is reported to have lobbied the Department for Culture, Media and Sport (DCMS) to keep unregulated gambling brands on shirt sleeves and stadium hoardings. Given the government’s recent stance, she believes this position is now untenable. She called for decisive action to completely eliminate illegal gambling sponsorships from football, stating that Entain is committed to supporting sport integrity, fans, and a responsible, regulated betting industry. She plans to push regulators and government agencies to implement a comprehensive ban in this area as soon as possible.
Furthermore, she urged the Premier League to lead by example, committing to a full ban on all sponsorship and advertising partnerships with illegal gambling operators in the UK. She proposed that this should begin with LED perimeter boards immediately, followed by banning all team clothing from the 2026/2027 season. David expressed her willingness to collaborate directly with the league to develop joint solutions aimed at safeguarding the integrity of sport. She stated, “I would welcome the opportunity to meet with you to discuss the above and how we can work together to protect British sport from the accelerating risks posed by illegal gambling operators.” Her stance was echoed by the Betting and Gaming Council, which emphasized the importance of strong enforcement and consistent regulation across the sector. A spokesperson highlighted that, given the increased taxation and tighter regulation faced by the regulated industry, it is more critical than ever to take firm action against the growing black market and its harmful influence.
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In criticizing the league’s current position, David noted that although the Premier League has agreed to phase out front-of-shirt gambling sponsors, unlicensed operators may still appear on sleeves and stadium advertising. She called for a comprehensive ban covering all sponsorship placements, including perimeter boards and team apparel. Entain also intends to press regulators and government bodies to accelerate enforcement measures. Her core concern remains that stronger action is necessary to protect fans and ensure that football advertising is limited to licensed, regulated operators, preventing further expansion of illegal gambling within the sport. Entain illegal sponsorships
