Global iGaming Giant Calls for Immediate Voluntary Restrictions from Sports Bodies Ahead of the 2026/27 Season
Global sports betting and gaming giant Entain plc has formally welcomed the UK Government’s highly anticipated consultation on banning unlicensed gambling operators from sports sponsorships. The group is urging swift regulatory action to close marketing loopholes that currently allow illegal platforms to leverage British athletic events as promotional launchpads.
In tandem with supporting legislative action, Entain has called directly on the Premier League and other national sports governing bodies to implement a proactive, voluntary ban on all unlicensed gambling associations beginning with the upcoming 2026/27 season.
The Rising Financial Scale of UK Black Market Gambling
The commercial integration between athletic organisations and gaming platforms has increasingly emerged as a major route for black-market operators to establish consumer credibility. This trend has driven a dramatic expansion of the illegal betting market.
According to data compiled by research consultancy H2GC, the turnover generated by the illegal UK gambling market expanded from £5 billion in 2019 to £16.6 billion in 2025, with projections estimating the black market will double again by 2028. Furthermore, a joint study by the Betting and Gaming Council (BGC) and the World Advertising Research Centre warns that unlicensed operators will command 47.7% of the country’s total gambling advertising spend during the 2026/27 season.
UK Gambling Ad Spend & Black Market Trajectory
| Market Metric & Indicator | Historical Status (2019–2025) | Projected Outlook (2026/27 Onward) |
| Illegal Gambling Turnover | Grew from £5bn (2019) to £16.6bn (2025) | Forecasted to double again by 2028. |
| Unlicensed Share of Ad Spend | Steady growth via digital and affiliate channels | Set to hit 47.7% in 2026/27; projected majority by 2028. |
| Total Gambling Ad Spend | Upward trend across all media channels | Increasing by 24.2% year-on-year overall. |
| Estimated Offshore Ad Value | Gradually rising in line with brand visibility | On track to reach £800 million in total illegal spend. |
Tackling the Broad Digital Ecosystem and Regulatory Loopholes
The rise of illegal marketing goes far beyond physical stadiums. Research published by Entain shows that unlicensed brands extensively utilize social media platforms, streaming networks, tipping channels, online influencers, and affiliate marketing sites to target UK consumers, frequently exposing under-18 audiences to unregulated betting products.
To counter this, the Department for Culture, Media and Sport launched an Illegal Gambling Taskforce in January 2026. Entain is calling on this taskforce to implement strict enforcement actions, penalizing social media networks, search engines, and payment gateways that facilitate transactions or visibility for unlicensed operators.
Entain’s Direct Letters to Key Football Executives
- Richard Masters (CEO, Premier League): Entain has requested an immediate, voluntary ban on all unlicensed sponsorship channels, starting specifically with LED pitchside perimeter boards, ahead of the 2026/27 season kickoff.
- David Kogan OBE (Chair, Independent Football Regulator): The group has submitted a formal letter outlining required governance and licensing reforms to prevent English football from serving as an unregulated showcase for potential financial crime.
Executive Perspective: Voluntary Action Over Delayed Legislation
Stella David, Chief Executive of Entain, emphasized that sports bodies must show leadership and voluntarily cut ties with unlicensed operations rather than waiting for formal laws to take effect:
“We welcome the launch of this consultation, which was expected earlier this year and represents another important step forward in tackling illegal gambling. Unlicensed gambling operators are often little more than fronts for organised crime. They target vulnerable consumers, pay no UK tax, and ignore safeguards licensed operators must provide.
“The Government has rightly recognised that these sponsorship arrangements create risks for consumers and for sport. Given that principle has now been established, we believe clubs, leagues and governing bodies should act immediately and voluntarily end relationships with unlicensed operators rather than wait for legislation to compel them to do so. The Government and the Gambling Commission should follow the example set by the Financial Conduct Authority, which has separately written to sporting bodies about unregulated crypto companies – warning that sponsorship deals could be rendered worthless within months.”
