Entain Calls For Faster UK Ban On Illegal Gambling Sponsorships

Entain has urged the UK government to bring forward its proposed ban on sponsorship deals between unlicensed gambling operators and British sporting teams.

The government announced plans in February to prevent illegal gambling operators from sponsoring British sports teams, with the Premier League a particular focus of the proposals.

An eight-week government consultation began in July and proposed August 2027 as the implementation date.

Entain has now called for the measures to be introduced sooner, arguing that the current timetable would allow clubs with existing arrangements with unlicensed operators to continue promoting those businesses for the remainder of the current season.

Entain Raises Concerns Over Premier League Deals

Entain said its research had identified 11 of the 20 Premier League clubs as having sponsorship or advertising arrangements with gambling operators that do not hold a licence from the UK Gambling Commission.

The company said this compares with the government’s estimate of eight clubs during the 2025/26 season.

According to Entain, the arrangements involve promotional assets including shirt sleeves, training kits, stadium branding and perimeter advertising boards.

The company also said branding associated with these deals can appear in match-day television coverage, including replays broadcast on the BBC’s Match of the Day.

Entain CEO Stella David called for the government to implement its proposed restrictions without waiting for the current consultation timetable to conclude.

“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.”

Government Consultation Underway

The proposed ban follows a voluntary decision by Premier League clubs to end front-of-shirt sponsorship agreements with gambling companies.

The government’s consultation on banning sponsorship by unlicensed gambling operators ran for eight weeks from July, with August 2027 proposed as the date for implementation.

The issue comes amid wider scrutiny of gambling advertising and sponsorship in the UK.

The House of Lords Liaison Committee has separately called for comprehensive restrictions on gambling advertising, although its recommendations are not binding on the government.