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Entain Renews Calls for Immediate Ban on Unlicensed Gambling Sponsors in UK Sport

By jili tutorial · September 19, 2026

Entain Renews Calls for Immediate Ban on Unlicensed Gambling Sponsors in UK Sport

Overview: The Ongoing Battle Against Unregulated Sponsorship

Entain, the parent company of Ladbrokes and Coral, has once again urged the UK government to act swiftly and impose an outright ban on unlicensed gambling operators sponsoring British sport. This latest push comes as the firm highlights what it sees as government inaction and growing exposure of black-market bookmakers within the Premier League. The call is not new—Entain raised similar points when the Department for Digital, Culture, Media and Sport (DCMS) opened its consultation on the matter—but the company now claims to have fresh data on the prevalence of unlicensed operators among top-flight clubs.

The Scale of the Problem: Unlicensed Sponsors in the Premier League

Which Clubs Are Involved?

Earlier this month, Entain wrote to 10 Premier League clubs that have affiliations with unregulated gambling companies. Among them was Everton, which carries the branding of Stake, a cryptocurrency-based casino and sportsbook that does not hold a Gambling Commission licence. Entain also singled out Sunderland, which recently signed a sleeve sponsorship deal with Shuffle, another crypto-focused online casino and sports betting platform that operates without a UK licence.

The letter to Everton, seen by SBC News, contained a pointed remark: “lifelong Everton fan and UK Prime Minister Andy Burnham would become a billboard for unregulated gaming by wearing the club’s current strip.” (Note: Andy Burnham is the Mayor of Greater Manchester, not the UK Prime Minister, but this statement is reproduced as it appeared in the original source.)

Why This Matters

Unlicensed operators are not subject to the same regulatory oversight as licenced bookmakers. They do not contribute to the UK’s gambling levy, nor are they required to comply with advertising standards, age verification protocols, or responsible gambling tools such as GAMSTOP, the national self-exclusion scheme. Entain argues that allowing these operators to sponsor high-profile clubs normalises their presence and exposes fans to potentially harmful products with no safety net.

Government Stance and Delays: A Timeline of Inaction

The DCMS has repeatedly stated that a ban on unlicensed operators in sport, if approved, is unlikely to take effect before the 2027/28 Premier League season at the earliest. This timeline has frustrated Entain, which believes the government is moving too slowly while unlicensed brands continue to gain visibility and legitimacy through club partnerships.

The Consultation Process

The DCMS opened a consultation on the issue, but no concrete legislative steps have been announced. Entain points out that the government’s own consultation revealed that 22% of consumers who use unlicensed operators first encountered them through social media or social-media advertising, compared to just 13% through traditional sponsorship. This statistic, the firm says, underscores the need for a digital advertising ban alongside any sports sponsorship prohibition.

Entain’s Demands: Beyond Kit Sponsorships

Call for an Immediate Ban – Even Mid-Season

Stella David, Entain’s Chief Executive Officer, has been outspoken in her criticism. “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. Inconvenience is not an excuse for inaction.”

The reference to mid-season kit changes highlights the seriousness of Entain’s position. The company argues that delaying the ban any further prioritises commercial convenience over consumer protection.

Extending the Ban to Social Media and Digital Advertising

Entain also wants the prohibition to cover online and digital advertising. This would require collaboration between UK policymakers and Big Tech platforms, as well as potential cross-border enforcement challenges. The logistics are complex, but Entain insists that a sponsorship ban alone would leave a major loophole open for unlicensed operators to reach consumers through targeted ads, influencer partnerships, and social media campaigns.

Consumer Awareness and the Risk to Harm Prevention

Entain has leaned on research showing that four in five consumers cannot reliably identify whether a gambling operator is licensed. This lack of awareness undermines the credibility of harm-prevention organisations like GAMSTOP, because players who use unlicensed sites do not have access to self-exclusion tools or dispute resolution mechanisms.

The Impact on Responsible Gambling Tools

Licenced operators are required to integrate with GAMSTOP and other national initiatives. Unlicensed operators, by definition, do not. When consumers unknowingly sign up with an unlicensed sponsor because they see it on a team shirt or social media ad, they may lose the safety net that the regulated industry has built. Entain warns that the growing visibility of black-market brands could reverse progress made in protecting vulnerable players.

Broader Business Context: Entain’s Own Challenges

FTSE 100 Demotion and Job Cuts

The pressure from Entain comes at a time when the company itself faces significant headwinds. The LSE-listed firm is set to be demoted from the FTSE 100 index today. Additionally, Entain has announced it may cut up to 400 roles in its customer care department as part of a restructuring effort. These internal strains may partly explain why the company is pushing so hard for regulatory clarity—a stable and level playing field helps licenced operators plan their businesses.

Tax Rumours: Machine Games Duty

Following the job-cut announcement, Stella David urged the Prime Minister and his Cabinet to refrain from imposing higher taxes on machine games. Rumours have circulated that Machine Games Duty could be doubled in the Autumn Budget. Such a move would further squeeze licenced operators, potentially driving more consumers toward unlicensed alternatives that pay no UK tax at all.

Conclusion: A Call for Speed Over Convenience

Entain has positioned itself as the most vocal member of the licenced gambling sector in these debates. The company’s latest intervention repeats a familiar message: the government has acknowledged the problem, signalled its intent to ban unlicensed sponsors, but then failed to act with urgency. Meanwhile, unlicensed firms continue to strike high-profile deals, gain exposure, and attract consumers who may not realise they are betting outside the regulatory framework.

Stella David’s closing argument is stark: “Inconvenience is not an excuse for inaction.” Whether the government will heed that warning and accelerate its timeline—or wait until the 2027/28 season as currently planned—remains to be seen.