Entain Renews Call For Immediate Ban On Unlicensed Sponsors
Entain has again urged the UK government to bring forward a ban on unlicensed gambling operators sponsoring British sport, arguing that a proposed August 2027 start date gives offshore firms another full Premier League season to keep their deals in place.
Eleven Clubs Named
The Ladbrokes and Coral owner said its own analysis found 11 of the Premier League's 20 clubs currently hold sponsorship or advertising arrangements with operators that do not hold a UK gambling licence, higher than the eight the government previously estimated.
Entain's submission responds to a Department for Culture, Media and Sport consultation on closing the loophole, which currently allows unlicensed operators to advertise in Great Britain as long as their services are not directly accessible to UK consumers, a restriction that can be bypassed using a VPN.
'Inconvenience Is Not An Excuse'
Entain chief executive Stella David said clubs signing new unlicensed sponsorship deals "knew the risks" given the government's plans, first signalled in February.
"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," she said. "Inconvenience is not an excuse for inaction."
Entain also wants the eventual ban to cover online and digital advertising, not just physical sponsorship such as shirts and pitch-side boards, citing its own reading of the consultation, which shows 22% of consumers who use unlicensed operators first found them through social media, compared with 13% through sponsorship.
A Season Left To Run Either Way
Premier League clubs are already barred from any front-of-shirt gambling sponsor under a voluntary ban that started this season, but sleeve, stadium and other advertising arrangements with unlicensed operators remain permitted while the government's consultation is worked through.
DCMS has indicated the earliest realistic start date for a full ban remains the 2027-28 season.
