Entain Demands Immediate Premier League Action Against Unlicensed Betting Sponsors
Entain, the parent company of major betting brands Ladbrokes and Coral, has issued a forceful call for the Premier League to implement an immediate ban on advertising from gambling firms that lack UK operating licenses. The bookmaking giant is urging England's top football clubs to cease all pitchside promotions targeting overseas gamblers without delay and to commit to removing such sponsors from all match and training kits starting with the 2026/2027 season.
Government Consultation Sparks Urgent Plea
This urgent appeal follows the UK government's announcement yesterday of a consultation on proposals to prohibit unlicensed bookmakers from secondary sponsorship positions, including shirt sleeves. In an open letter addressed to Premier League CEO Richard Masters, Entain chief executive Stella David emphasized that the matter requires more immediate attention than the government's planned consultation process allows.
"On Saturday 28 February, Bournemouth host Sunderland in what has been dubbed a 'black market derby,' with both teams displaying gambling sponsors on their shirts that operate without UK licenses," David wrote. "This situation perfectly illustrates the alarming rise of black market gambling in the UK, the Premier League's complicity in facilitating it, and the very real harms at stake for vulnerable consumers."
While Entain welcomes the government's proposed consultation on a blanket advertising ban, David argues that the process will take months to complete. Meanwhile, Premier League clubs face imminent pressure to order playing kits for the upcoming season, creating an urgent timeline for decisive action.
Black Market Gambling Concerns
Entain contends that these unlicensed betting firms, while primarily targeting English football's massive global audience, remain accessible to UK punters and thereby contribute directly to illegal gambling activities. The company, which also owns betting brands bwin and BetMGM, cites research indicating that the black market for gambling has expanded more than fourfold since 2022, with UK consumers wagering approximately £2.7 billion annually through unregulated online operators.
David's letter further states: "Entain has made its position clear. We stand firmly on the side of sport and sporting integrity, on the side of fans, and on the side of a responsible, properly regulated betting sector. We will therefore be calling on the Department for Digital, Culture, Media and Sport (DCMS) and the Gambling Commission to implement a comprehensive ban in this area as urgently as possible."
The executive urged the Premier League to lead by example, committing to a full prohibition on all sponsorship and advertising partnerships with illegal gambling operators in the UK. She proposed this begin with immediate removal from LED perimeter boards during matches, followed by complete elimination from all club clothing beginning with the 2026/2027 season.
Premier League's Existing Measures and Past Warnings
Premier League clubs have already taken preliminary steps to reduce gambling promotion through a voluntary agreement to ban all bookmakers as front-of-shirt sponsors starting next season. The top football division will participate in the government's consultation regarding gambling operators without UK licenses, which has received backing from Culture Secretary Lisa Nandy.
This issue has precedent. Last year, the Gambling Commission issued warnings to five football clubs—including Newcastle United and Fulham—regarding sponsorship deals with unlicensed betting company TGP Europe. TGP Europe, a white-label operator for more than thirty gambling websites such as Fun88 and SBOTOP, surrendered its UK license after being fined £3.3 million for regulatory breaches.
The affected clubs, which also included Bournemouth, Wolves, and Burnley, were instructed to take measures ensuring no UK consumers could place bets through these sites. Club officials were warned they could face substantial fines, imprisonment, or both for non-compliance. The Premier League has been approached for comment regarding Entain's latest demands.
