Entain Urges Faster Ban on Sponsorship by Unlicensed Gambling Operators
United Kingdom.- 22 September 2026 | www.zonadeazar.com Entain has renewed its call for the UK Government to accelerate plans to prohibit sponsorship and advertising arrangements between sports organisations and gambling operators that do not hold a Gambling Commission licence.
The Ladbrokes and Coral owner argues that waiting until August 2027 would allow such brands to retain significant Premier League exposure throughout the current season.
11 Premier League Clubs Identified
According to research conducted by Entain, 11 of the 20 Premier League clubs currently have some form of sponsorship or advertising relationship with operators that are not licensed in Great Britain.
That exceeds the Government’s previous estimate of around eight clubs during the 2025/26 season.
Multiple Forms of Exposure
These relationships extend beyond main shirt sponsorship.
Entain says commercial assets include:
- Shirt sleeves.
- Training kits.
- Stadium branding.
- Perimeter advertising.
- Other club sponsorship inventory.
Broadcast Visibility
The company also argues that these brands receive repeated exposure through televised Premier League matches.
Branding can remain visible during live coverage, replays and associated football programming, giving substantial reach to companies outside the British licensed market.
Government Announced Plans in February
The Government first announced in February 2026 that it intended to prevent unlicensed gambling operators from sponsoring British sports organisations.
The proposal forms part of a wider strategy targeting the illegal and unregulated gambling market.
Consultation Closed on 9 September
The Department for Culture, Media and Sport opened a formal consultation on 15 July 2026.
The eight-week process closed on 9 September.
Officials will now review responses before determining the final structure of the policy.
August 2027 Preferred Start Date
The Government’s preferred option is to introduce the ban in August 2027, before the beginning of the 2027/28 football season.
The proposed transition period is designed to minimise commercial disruption and allow affected organisations time to secure replacement sponsors.
Entain Wants Immediate Action
Entain argues that the proposed timetable is too slow.
Group CEO Stella David has called on ministers to implement the prohibition immediately, even if some clubs are required to replace kit or commercial assets during the season.
Current Legal Position
Under current British law, sports organisations may enter into sponsorship arrangements with gambling companies that do not hold a Gambling Commission licence provided those operators’ services remain inaccessible to consumers in Great Britain.
Such businesses generally use geo-blocking to restrict access.
VPN Concerns
The Government argues that this framework has limitations because geographical restrictions can be circumvented through virtual private networks.
Its concern is that sporting exposure may direct British consumers towards platforms operating outside Gambling Commission protections.
Proposal Extends Beyond Football
Although Premier League sponsorship has become the main focus of the debate, the planned restriction is broader.
The consultation proposes applying the prohibition across all sectors rather than limiting it to sport.
Advertising Assets in Scope
The proposed framework could cover physical forms of gambling advertising including:
- Sports kit.
- Equipment.
- Pitch-side boards.
- Event programmes.
- Venue infrastructure.
- Event naming.
- League and tournament sponsorship.
Potential Criminal Offence
The Government intends to use powers under the Gambling Act 2005 to introduce the restriction through secondary legislation.
Once the measure is in force, participation in prohibited advertising or sponsorship arrangements could become a criminal offence.
Consumer Protection Rationale
Consumer protection is one of the Government’s principal reasons for the change.
Officials argue that unlicensed platforms may not provide the same standards of safer gambling, fraud protection or customer recourse required from Gambling Commission licensees.
Money-Laundering Concerns
The policy is also linked to financial-crime risks.
UK authorities have identified illegal gambling as an area of money-laundering concern because those businesses operate outside the compliance and supervisory systems imposed on licensed operators.
Entain Previously Contacted Clubs
The latest intervention continues an earlier campaign by Entain.
At the beginning of September, the company wrote directly to Premier League clubs asking them to end commercial relationships with businesses that do not hold British gambling licences.
Premier League Sponsorship Changes
The debate also follows the Premier League clubs’ voluntary commitment to remove gambling sponsorship from the front of shirts after the 2025/26 season.
Other assets, however, remain commercially available, including sleeves, training wear, stadium branding and other sponsorship inventory.
Next Steps and Impact
The Government will now assess consultation responses before determining the final implementation date and scope of the restriction.
Entain is pressing for action before August 2027, while policymakers are weighing consumer protection, market integrity and existing contractual arrangements.
The eventual decision will determine how long gambling brands outside the British licensing system can continue receiving high-profile exposure through UK sport.
Editó: @fonta
