Entain Calls for Immediate Premier League Ban on Unlicensed Gambling Sponsors
Entain, the parent company of betting giants Ladbrokes and Coral, has issued a strong demand for the Premier League to introduce an immediate prohibition on advertising by gambling firms that operate without UK licences. The bookmaker has urged England's top-tier football clubs to cease all pitchside promotion of betting companies targeting overseas punters with immediate effect. Furthermore, Entain insists clubs must pledge to strip these unlicensed operators from all match-day and training kits starting from the upcoming 2026/2027 season.
Government Consultation and Urgent Action Needed
This urgent call to action follows the UK government's announcement yesterday of a consultation examining proposals to outlaw unlicensed bookmakers from secondary sponsorship slots, which include shirt sleeves. In an open letter addressed directly to Premier League chief executive Richard Masters, Entain's boss Stella David argues that the issue demands swifter action than a lengthy consultation process can provide.
"On Saturday 28 February, Bournemouth host Sunderland in a 'black market derby', with both teams sporting gambling sponsors without UK licenses on their shirts," David writes. "It exemplifies the rise of black market gambling in the UK, the Premier League's complicity in it, and the very real harms at stake."
"For that reason, Entain welcomes the Government's announcement that it will consult on a blanket ban on such advertising. But a consultation will take months to complete, meanwhile clubs will be under pressure to order playing strips for next season. The Premier League must therefore act now, banning these operators that target vulnerable UK consumers."
Premier League's Existing Measures and Black Market Concerns
Premier League clubs have already taken steps to curb betting promotions by agreeing to a voluntary prohibition on all bookmakers as front-of-shirt sponsors from next season. The top flight will also participate in the Government consultation on gambling operators without a UK licence, which has secured the support of Culture Secretary Lisa Nandy.
However, Entain contends that these unlicensed betting firms, while primarily targeting English football's vast international fanbase, remain accessible to UK gamblers and thus fuel illegal gambling activity. The company, which also operates the bwin and BetMGM brands, points to alarming research showing the black market has surged more than fourfold since 2022. UK consumers are now wagering an estimated £2.7 billion annually online with unregulated operators.
David's letter continues: "Entain has made its choice. We are on the side of sport and sport integrity, on the side of fans, and on the side of a responsible and regulated betting sector. We will therefore be calling on DCMS and the Gambling Commission to implement a comprehensive ban in this area as urgently as possible."
"I urge the Premier League to lead by example and do the same, committing to a full ban on all sponsorship and advertising partnerships with illegal gambling operators in the UK, beginning with LED perimeter boards immediately, followed by all clothing from the 2026/2027 season."
Recent Club Warnings and Regulatory Breaches
Newcastle United and Fulham were among five Premier League clubs cautioned by the Gambling Commission last year regarding sponsorship arrangements with unlicensed betting firm TGP Europe. TGP Europe, which operates as a white-label provider for upwards of 30 gambling websites including Fun88 and SBOTOP, relinquished its UK licence following a substantial £3.3 million penalty for regulatory breaches.
The five implicated clubs—also including Bournemouth, Wolves, and Burnley—were issued formal warnings to take necessary measures ensuring no UK consumers placed bets on the sites. Failure to comply could result in severe penalties, including fines, custodial sentences, or both. The Premier League has been contacted for comment regarding Entain's demands and the ongoing situation.
