Entain Calls for Ban on Unlicensed Football Sponsors

Entain plc, the parent company of Ladbrokes and Coral, has called on the Independent Football Regulator (IFR) to prevent Premier League clubs from accepting sponsorship deals linked to unlicensed gambling operators.

The request was made during the IFR’s second licensing consultation, which is currently shaping regulatory standards for the top five divisions of English men’s football. Entain argues that existing draft provisions already give the regulator authority to act, as they prohibit clubs from receiving funds associated with serious criminal activity. The company is urging clarification that this definition should explicitly include revenue from gambling firms operating illegally in the UK market.

Stella David, Chief Executive of Entain, said Premier League clubs are effectively being backed by criminal gambling operators, adding that the regulator could address the issue immediately by recognising that unlicensed companies targeting UK customers through football are operating outside the law.

The concern is amplified by the fact that several clubs already maintain commercial relationships with operators not licensed in the UK, including Everton, Sunderland, Fulham, Bournemouth and Burnley. Broader analysis suggests that the majority of Premier League teams have displayed advertising linked to unlicensed operators across pitchside LED boards during the current season.

While front-of-shirt gambling sponsorships are set to be removed from next season under a league-wide agreement, other forms of advertising such as sleeve branding and stadium perimeter deals will remain in place.

Industry estimates highlight the scale of the issue. The Betting and Gaming Council has valued the UK black market at £4.3 billion annually, while projections suggest it could rise significantly in the coming years. Reports also indicate growing exposure among younger audiences, with research pointing to widespread interaction with illegal betting channels through digital platforms.

Additional findings from industry observers suggest that unlicensed gambling advertising is heavily present across social media ecosystems, with a large share of betting-related content directing users toward offshore operators.

In its submission to the IFR, Entain outlined several recommendations. These include formally confirming that revenue from unlicensed gambling should be treated as proceeds linked to criminal conduct, requiring football clubs to verify the licensing status of their commercial partners in official declarations, and strengthening governance rules so that boards explicitly account for reputational risk in sponsorship decisions. The company also called for clearer guidance on due diligence obligations across all professional clubs.

Entain has also written separately to Premier League leadership, encouraging a voluntary move to end all sponsorship arrangements with unlicensed operators ahead of the 2026/27 season.

The IFR consultation is running alongside wider government consideration of stricter restrictions on gambling sponsorship in sport, although Entain is pressing for immediate action rather than delayed policy implementation.