jili tutorial

Entain Calls Out Government Inaction, Encourages Unlicensed Gambling Sponsorship Ban

By jili tutorial · September 19, 2026

Entain Renews Push for Ban on Unlicensed Gambling Sponsorships in UK Sports

The Growing Problem of Unlicensed Gambling Sponsorships

Entain, one of the world’s largest sports betting and gaming groups, has once again called on the UK government to ban unlicensed gambling sponsorships in British sports. The company warns that these deals pose serious risks to consumers and the integrity of the regulated gambling market. This is not the first time Entain has raised the alarm — the issue has been simmering for years, but recent developments suggest it is becoming more acute.

Unlicensed gambling operators are companies that offer betting or casino services without holding a valid UK Gambling Commission license. They typically operate from offshore jurisdictions and often target British consumers via sponsorship deals with sports clubs or through online advertising. Because they are not regulated in the UK, they are not subject to the same strict rules on player protection, anti-money laundering, or responsible gambling.

Premier League Clubs Increasingly Partnering with Unlicensed Operators

According to Entain’s research, 11 of the 20 Premier League clubs currently have commercial agreements with unlicensed gambling entities. That number has risen from just eight clubs in the previous season, indicating a worrying trend.

Notable recent examples include:

Such partnerships are not new. Premier League clubs have a history of signing deals with unlicensed brands, often attracted by more lucrative terms than those offered by regulated operators. However, the steady increase in these arrangements has sparked growing concern among industry stakeholders and regulators.

Why Unlicensed Sponsorships Are Dangerous for Consumers

A key reason Entain is pressing for a ban is the high level of consumer confusion. The company’s own research found that four in five consumers cannot confidently distinguish between licensed and unlicensed operators. When a football club displays an unlicensed brand’s logo on shirts or stadium boards, fans may assume the company is legitimate and safe to use.

Unlicensed operators are not bound by UK regulations, which means they typically offer:

This creates a two-tier system where illegal operators can undercut licensed ones on price and promotions while avoiding any social responsibility obligations.

Entain’s Call for Immediate Government Action

Entain’s chief executive officer, Stella David, has been vocal on the matter. She highlighted that the government previously promised to address unlicensed sponsorships “posthaste” but has so far failed to act. David stated:

“Inconvenience is not an excuse for inaction.”

She was referring to the potential short-term disruption that an immediate ban could cause for football clubs that have already signed multi-year contracts with unlicensed partners. However, she argued that the long-term consumer protection benefits far outweigh these temporary difficulties.

David also stressed that the ban must extend beyond physical advertising — such as shirt sponsorships or stadium billboards — to digital advertising as well. Entain’s research indicates that roughly one in five consumers who use unlicensed operators first discovered them through social media ads. If only physical advertising is banned, illegal operators will simply shift their marketing spend online, where they can still reach millions of British consumers.

The Regulatory Landscape: DCMS Consultation and Government Inaction

Entain’s renewed call responds to a recent consultation launched by the Department for Culture, Media and Sport (DCMS) on the issue of unlicensed gambling sponsorships. The consultation is part of the wider review of the UK Gambling Act, which has been ongoing since the 2023 white paper “High Stakes: Gambling Reform for the Digital Age.”

Despite multiple promises from ministers to tighten the rules on offshore operators targeting UK consumers, progress has been slow. The Betting and Gaming Council (BGC) earlier this year published a study showing that unlicensed gambling is growing in prevalence, suggesting that the current regulatory framework is failing to curb this activity.

What This Means for Football Clubs and the Wider Industry

For Premier League clubs, the possibility of a ban creates a dilemma. Unlicensed sponsorship deals often offer higher revenues compared to licensed partners — especially from crypto gambling platforms willing to pay premium rates. A sudden ban could force clubs to terminate contracts early, potentially facing financial penalties or losing a significant income stream.

However, many clubs are already moving toward more socially responsible sponsorship models. The Premier League voluntarily agreed to ban front-of-shirt gambling sponsorships starting from the 2026/27 season, but this only applies to licensed operators. Critics argue that the loophole for unlicensed brands must be closed urgently.

The Path Forward

Entain’s stance aligns with broader calls from consumer protection groups, the BGC, and some MPs to treat unlicensed gambling sponsorships as a public health issue. A ban would:

The coming months will be critical. The DCMS consultation is expected to produce recommendations, and the government may finally act on its promises. Until then, the number of unlicensed sponsorship deals — and the risks they bring — will likely continue to grow.