Gaming Giant Warns That Proposed Timelines Allow Unregulated Operators to Continue Promoting Through Premier League Clubs
Global sports betting and gaming group Entain has called on the British government to enact an immediate ban on sponsorship deals between sports teams and unlicensed gambling operators. The intervention highlights concerns that current proposed timelines could permit Premier League clubs to continue promoting illegal market brands for another full season. The warning coincides with independent forecasts estimating that UK staking with unlicensed platforms could more than double, rising from £17 billion in 2025 to over £33 billion by 2028.
According to research conducted by Entain, 11 of the 20 Premier League clubs currently maintain sponsorship or advertising arrangements with betting brands that lack a Gambling Commission licence, exceeding the government’s earlier estimate of eight clubs for the 2025/26 season. Despite the government signaling its intent to restrict such partnerships, new agreements have continued to emerge, including Sunderland A.F.C.’s recent deal with Curaçao-based Shuffle. Other clubs cited in arrangements with unlicensed operators include Everton, Fulham, Chelsea, Tottenham Hotspur, Ipswich Town, Nottingham Forest, Crystal Palace, Coventry City, Aston Villa, and Newcastle United.
Risks to Consumer Protection and Regulatory Compliance
The identified sponsorship agreements span various promotional assets, ranging from shirt sleeves and training kits to stadium branding and perimeter LED boards, which frequently appear during televised match coverage. Entain emphasizes that unlicensed operators bypass the strict consumer-protection regulations, anti-money laundering controls, and tax obligations required of UK-licensed entities. Without these safeguards, high-profile sports platforms risk inadvertently lending unearned credibility to entities operating outside essential safety frameworks like GAMSTOP, deposit limits, and affordability checks.
Furthermore, Entain’s consumer research indicates that over 80% of individuals cannot reliably distinguish between licensed and unlicensed operators. In addition to physical sponsorship bans, the group advocates for restrictions to encompass digital and online advertising. Data referenced from government consultations shows that 22% of users discover unlicensed platforms via social media channels, compared to 13% through traditional sports sponsorships, creating a risk that regulatory gaps will simply drive promotional activities online.
Executive Insights
Stella David, Chief Executive Officer at Entain Group plc, commented on the urgency of regulatory action:
“Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks. The Government made clear in February that it would bring in a ban and it should do so immediately: even if that means clubs ordering new kit mid-season. Inconvenience is not an excuse for inaction.”
