Entain Calls for End to Unlicensed Premier League Betting Sponsors
United Kingdom.- 18 August 2026 | www.zonadeazar.com Entain has stepped up its campaign against unlicensed betting operators sponsoring Premier League clubs, calling on English football teams to prioritise commercial partnerships with companies authorised by the UK Gambling Commission.
The group believes football, and the Premier League in particular, has become a key battleground in the fight against black-market gambling.
New Premier League Landscape
From the 2026/27 season, betting companies can no longer appear as front-of-shirt sponsors for Premier League clubs.
Teams can, however, continue entering other commercial partnerships with gambling businesses, including overseas companies without a British licence provided they do not directly target UK consumers.
Entain believes this creates a contradiction within the current regulatory environment.
Regulated Operators at a Disadvantage
Simon Clare, Sponsorship Director at Entain, said licensed UK operators are now subject to higher levels of regulation and responsibility than ever before.
Requirements include advertising restrictions, protections designed to prevent marketing to under-18s and extensive player-safety obligations.
Entain argues these rules, combined with increased taxation, place regulated companies at a commercial disadvantage against offshore operators that do not face equivalent requirements.
Taxation and the Black Market
Entain says recent tax increases have forced regulated operators to reconsider promotions, margins and customer offers.
The company believes this pressure can indirectly strengthen the black market, where operators may offer more aggressive bonuses and remain outside UK protection systems such as GAMSTOP.
Its position is that excessive financial pressure on licensed companies can ultimately weaken their ability to compete with unregulated platforms.
Premier League Campaign
The campaign began with an open letter from Entain CEO Stella David to Premier League CEO Richard Masters.
Entain called on clubs to end commercial arrangements with betting companies that do not hold a Gambling Commission licence.
The Premier League responded that existing partnerships are lawful.
It also said it will continue working with the Department for Culture, Media and Sport (DCMS) and the Gambling Commission.
Statements
Simon Clare said the level of boldness shown by unlicensed operators seeking exposure through British football is remarkable while remaining outside the requirements imposed on regulated companies.
He argued that the Premier League has a particularly important responsibility because of its influence across football.
Clare also said it is reasonable to expect betting brands commercially associated with British clubs to be licensed in the UK.
Entain’s Football Sponsorships
Entain continues to use its own brands in British football partnerships.
Ladbrokes maintains a partnership with Liverpool FC, while Coral recently signed an agreement with EFL Championship club Birmingham City.
Entain argues that partnerships involving licensed operators can extend beyond logo visibility to include community initiatives and broader collaborative campaigns.
Government Consultation
The Department for Culture, Media and Sport is currently considering whether unlicensed gambling companies should be prohibited from sponsoring UK sports.
Such a measure could significantly alter the commercial model used by clubs currently partnering with operators primarily targeting overseas audiences.
Until new rules are introduced, these arrangements remain lawful where the companies involved do not directly market their services to British consumers.
Next Steps or Impact
Entain intends to continue lobbying clubs, sporting bodies and authorities for faster action against unlicensed operators.
The company has already taken its concerns to Premier League club executives, the Independent Football Regulator and the UK Intellectual Property Office.
Entain believes increasing the commercial value of being properly regulated will be critical both to sustaining football sponsorship revenues and reducing the visibility of businesses operating outside the UK licensing system.
Editó: @fonta
