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Entain Renews Call for Immediate Ban on Unlicensed Gambling Sponsorships in UK Sports

By jili tutorial · September 20, 2026

Entain Renews Call for Immediate Ban on Unlicensed Gambling Sponsorships in UK Sports

Overview of the Current Situation

Entain, the parent company of major UK betting brands Ladbrokes and Coral, has once again urged the government to close what it describes as a dangerous loophole. The company is calling for an immediate ban on sports sponsorship deals involving gambling operators that do not hold a UK licence. This renewed appeal comes in response to a second consultation launched by the Department for Culture, Media and Sport (DCMS), which ran from 15 July to 9 September, following an initial review in February.

Entain argues that the current government timeline — which would enforce the ban by August 2027 — is far too slow. Under this schedule, unlicensed operators would still be able to sponsor Premier League clubs for another full season, exposing fans and especially young audiences to brands that operate outside the country’s regulatory framework.

Background: The Consultations and the Proposed Ban

First Consultation (February 2024)

The UK government signalled its intention to curb gambling-related harm by reviewing sponsorship agreements in elite sport. The first DCMS consultation explored how unlicensed operators were exploiting gaps in the voluntary ban on front-of-shirt gambling sponsorships.

Second Consultation (July–September 2024)

A follow-up consultation sought specific feedback on how to close the loophole. Entain submitted a strong response, warning that the proposed 2027 enforcement date is not sufficiently urgent.

Voluntary Ban Already in Place for Front-of-Shirt Sponsorships

Premier League clubs voluntarily agreed to stop featuring gambling companies as front-of-shirt sponsors from the start of the 2026‑27 season. However, this ban does not cover sleeve sponsorships, stadium branding, training kit deals, or digital advertising — leaving room for unlicensed operators to remain visible.

The Loophole: Unlicensed Sponsorships on the Rise

Entain’s own analysis reveals that 11 out of the 20 current Premier League clubs still hold sponsorship or advertising arrangements with operators that do not hold a UK licence. This figure is higher than the government’s earlier estimate of eight.

Examples of Unlicensed Sponsorships in the Premier League

ClubUnlicensed SponsorType of Deal
Chelsea8XBetSleeve sponsorship
Tottenham HotspurVSBetSleeve sponsorship
Nottingham ForestFUN88Sleeve sponsorship
EvertonStakeSleeve sponsorship (despite Stake ceasing UK operations in early 2025)
Sunderland (Championship)ShuffleSleeve sponsorship (multi-year deal announced September 2024)

Note: Sunderland plays in the Championship, not the Premier League, but its deal with Shuffle — a crypto casino and sportsbook platform without a UK licence — illustrates the broader reach of unlicensed operators across English football.

The Stake Case Study

Stake’s name continued to appear on Everton’s sleeves well after it stopped accepting UK customers in early 2025, following a Gambling Commission investigation into its advertising practices. This highlights the inertia that can occur when sponsorship contracts run beyond an operator’s regulatory status.

Player Protection and the Surge of the Black Market

Entain cited data from H2 Gambling Capital that paints a worrying picture:

Consumer Confusion

Entain’s own research shows that more than 80% of consumers cannot confidently distinguish between licensed and unlicensed gambling operators. When unlicensed brands appear on Premier League kits or in stadium advertising, they gain an air of legitimacy in the eyes of fans.

How Consumers Encounter Unlicensed Operators

According to data Entain submitted to the consultation:

This is why Entain is calling for the ban to cover both physical and online/digital advertising — not just traditional kit sponsorship.

Entain’s Position and CEO Statement

Stella David, Entain’s Chief Executive Officer, did not mince words in her statement:

“Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks. 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. Inconvenience is not an excuse for inaction.”

Entain argues that the government’s own consultation process has already produced enough evidence to act. The company is pushing for the ban to be applied with immediate effect, rather than waiting until 2027.

Broader Implications for the Betting Industry and Football

For Football Clubs

If the ban is accelerated, clubs may face financial penalties from existing sponsorship contracts. However, Entain argues that clubs knowingly signed deals with unlicensed operators after the government had already indicated a ban was coming. The inconvenience of reprinting kits or renegotiating agreements should not delay consumer protection.

For Licensed Operators

Entain and other licensed operators have long argued that the current regulatory asymmetry puts them at a competitive disadvantage. They must comply with strict advertising codes, pay levies for research and treatment, and implement rigorous player protection — while unlicensed rivals face none of these costs.

For Fans and Consumers

The visibility of unlicensed brands on football shirts normalises gambling with operators that offer no safeguards. Given the high levels of consumer confusion, many fans may inadvertently use an unlicensed site without realising the risks to their personal data, financial security, or ability to get support for problem gambling.

Next Steps: What Could Happen Now?

  1. DCMS Review: Following the close of the consultation (9 September 2024), the government is expected to publish its response and a draft of the new regulations.
  2. Potential Acceleration: Pressure from Entain, other licensed operators, and consumer groups may push the government to move the ban forward — possibly to the start of the 2025‑26 season.
  3. Scope of the Ban: The final rules may cover not just shirt sponsorship but also stadium branding, digital advertising, social media campaigns, and sleeve deals.

Conclusion

Entain’s renewed call highlights a critical tension in UK sports sponsorship policy: the gap between voluntary industry commitments and the need for statutory regulation. With black market stakes projected to surge, and with unlicensed operators still visible on the kits of top Premier League clubs, the case for swift action grows stronger. Whether the government chooses to act before August 2027 will test its commitment to gambling reform and consumer protection.