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Entain has urged UK clubs, leagues and governing bodies to end sponsorship agreements with gambling operators not licensed by the Gambling Commission, instead of waiting for legislation following a Department for Culture, Media and Sport consultation.
The consultation closes on September 9 and is expected to inform legislation that would then require parliamentary consideration, making substantive action unlikely before the end of the year at the earliest.
Stella David, Chief Executive Officer of the Ladbrokes and Coral owner, said the consultation was “another important step forward in tackling illegal gambling.” She said unlicensed operators can be linked to organized crime, do not pay UK taxes and operate without the consumer safeguards required of licensed companies.
David urged clubs, leagues and governing bodies to “act immediately and voluntarily end relationships with unlicensed operators rather than wait for legislation to compel them to do so.” She also called on the government and the Gambling Commission to follow the Financial Conduct Authority’s lead, “which has separately written to sporting bodies about unregulated crypto companies.”
Premier League clubs have agreed to remove front-of-shirt gambling sponsorships from the 2026/27 season, although unlicensed brands may remain elsewhere on kits. Everton is expected to retain Stake as a sleeve sponsor.
Analysis by the Betting and Gaming Council and World Advertising Research Centre projects unregulated operators will account for 47.7% of UK gambling advertising expenditure in 2026/27 and exceed the regulated sector by 2028. Separate BGC-commissioned research estimated their advertising expenditure at about £800 million.
Data from research consultancy H2GC showed illegal gambling turnover rose from £5 billion ($6.73 billion) in 2019 to £16.6 billion ($22.36 billion) in 2025 and could double again by 2028.
Entain’s World Cup research identified fake betting sites, cloned brands and unlicensed operators using social media, streaming platforms, influencers and affiliate networks, including promotions reaching under-18s. The company has also written to Premier League Chief Executive Richard Masters, Independent Football Regulator Chair David Kogan OBE and six clubs over links with unlicensed operators.
The government formed an Illegal Gambling Taskforce in January involving technology companies, advertisers, social media platforms, licensed operators and payment providers. Entain said the taskforce has “an opportunity to move beyond discussion and deliver practical enforcement measures.”
David said: “Today’s consultation represents a significant step forward, but it also highlights the need for a broader strategy. The Government has correctly identified the risks associated with unlicensed gambling sponsorship in sport, yet many of these same operators continue to reach consumers through online channels.”
“Sponsorship restrictions should not become a substitute for tackling the wider digital ecosystem that enables illegal gambling operators to grow their presence in Great Britain.”