Entain has renewed its campaign for an immediate prohibition on unlicensed gambling operators sponsoring British sports teams, arguing that delays in implementing government plans are allowing unregulated brands to gain further visibility across football and other sporting competitions.
The Ladbrokes Coral parent company has submitted fresh arguments as part of the Department for Digital, Culture, Media and Sport (DCMS) consultation on the issue. According to the company, recent developments in football sponsorships demonstrate why the government should move more quickly than its currently expected timetable.
The operator’s latest analysis indicates that 11 of the Premier League’s 20 clubs now maintain at least one sponsorship arrangement with an unlicensed gambling company. Entain noted that the figure has increased from an estimated eight clubs during the previous season.
Several clubs have entered or maintained partnerships with gambling brands that do not hold a UK Gambling Commission licence. Examples highlighted by Entain include Everton’s association with Stake.com, Fulham’s partnership with SBOTOP, Chelsea’s deal with 8XBet, and Tottenham Hotspur’s relationship with VSBet.
The company also pointed to Sunderland’s recent agreement with Shuffle, a Curaçao-based online casino and sportsbook operator, which was announced after the government had already signaled its intention to introduce restrictions on unlicensed sponsorships.
Entain Criticizes Delays to Proposed Ban
Entain Chief Executive Officer Stella David said football clubs were aware of the potential regulatory direction when entering such agreements and argued that practical challenges should not delay action.
“Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks,” David said according to SBC News. “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 company has previously raised similar concerns with policymakers and clubs. Earlier this month, Entain contacted 10 Premier League teams linked to unregulated gambling brands. One of those letters, sent to Everton, argued that public figures associated with clubs could inadvertently help promote operators that operate outside the UK regulatory framework.
Entain has expressed frustration that the current government timeline suggests any approved ban may not take effect until the 2027/28 Premier League season at the earliest. The company maintains that unlicensed operators continue to expand their exposure while policymakers consider next steps.
Call for Digital Advertising Restrictions
Beyond sponsorship arrangements in stadiums and on team apparel, Entain is also seeking broader restrictions covering online advertising channels.
The company referenced findings from the government’s own consultation, which showed that 22% of consumers using unlicensed gambling operators first encountered them through social media or social-media advertising. By comparison, 13% first became aware of such operators through sponsorship activity.
According to Entain, limiting regulation to shirt sponsorships, stadium branding, perimeter advertising boards, and other physical assets could leave a significant promotional channel untouched. Such sponsorship exposure often appears during television broadcasts and football highlights programming, including replay packages shown to large audiences.
Consumer Awareness Concerns Highlighted
A central element of Entain’s argument concerns consumer understanding of the distinction between licensed and unlicensed operators.
The company cited research suggesting that more than 80% of consumers cannot confidently identify whether a gambling operator is licensed. Entain believes this creates a risk that sponsorship arrangements provide legitimacy to businesses that are not subject to the same consumer protection requirements as UK-regulated operators.
David said: “Entain’s own research suggests over 80% of consumers cannot confidently distinguish licensed operators from unlicensed, underlining the risk that sponsorship by unlicensed brands confers unearned credibility on operators that sit outside the UK’s consumer protection framework – including GAMSTOP, deposit and spending limits, and affordability checks.”
The renewed lobbying effort comes as Entain continues to take a prominent position in debates surrounding gambling regulation. Alongside its sponsorship concerns, the company has recently addressed broader policy issues, including potential tax changes affecting machine gaming and operational restructuring within its business.