Entain has urged football clubs, leagues, and regulatory bodies in the UK to terminate sponsorship deals with gambling operators that lack a license from the Gambling Commission, rather than waiting for forthcoming legislation stemming from a consultation by the Department for Culture, Media and Sport.
This consultation is set to conclude on September 9 and is anticipated to shape legislation that will require parliamentary review, making it unlikely that any significant changes will occur before the year's end.
Stella David, the CEO of Entain, which owns Ladbrokes and Coral, described the consultation as a vital step in combating illegal gambling. She pointed out that unlicensed operators are often associated with organized crime, evade UK taxes, and lack the consumer protections that licensed companies must provide.
David has called on clubs, leagues, and governing bodies to take immediate action by voluntarily severing ties with unlicensed operators instead of waiting for legislative mandates. Additionally, she urged the government and the Gambling Commission to take cues from the Financial Conduct Authority, which has reached out to sports organizations regarding unregulated cryptocurrency firms.
Premier League teams have agreed to eliminate front-of-shirt gambling sponsorships starting in the 2026/27 season, although unlicensed brands may still appear in other areas of team kits. Everton is expected to maintain its sponsorship with Stake on its sleeves.
According to analyses from the Betting and Gaming Council and the World Advertising Research Centre, unregulated operators are projected to make up 47.7% of the UK’s gambling advertising spending by 2026/27, potentially surpassing the regulated sector by 2028. Research commissioned by the BGC estimates that unregulated operators will spend around £800 million on advertising.
Data from H2GC, a research consultancy, indicates that the turnover from illegal gambling surged from £5 billion ($6.73 billion) in 2019 to £16.6 billion ($22.36 billion) in 2025, with projections suggesting it could double again by 2028.
Entain’s research related to the World Cup has identified fraudulent betting websites, cloned brands, and unlicensed operators utilizing social media, streaming services, influencers, and affiliate networks, including promotions targeting individuals under 18. The company has also reached out to Premier League Chief Executive Richard Masters, Independent Football Regulator Chair David Kogan OBE, and six clubs regarding their associations with unlicensed operators.
In January, the government established an Illegal Gambling Taskforce that includes technology firms, advertisers, social media platforms, licensed operators, and payment service providers. Entain emphasized that this taskforce has a chance to move beyond mere discussions and implement effective enforcement strategies.
David remarked, “Today’s consultation marks a significant advancement, but it also underscores the necessity for a comprehensive strategy. The government has rightly acknowledged the dangers posed by unlicensed gambling sponsorship in sports, yet many of these operators continue to reach consumers through online avenues.”
She added, “Restrictions on sponsorship should not replace the need to address the broader digital landscape that allows illegal gambling operators to expand their influence in Great Britain.”