Entain has stepped up pressure on Premier League clubs to reconsider commercial relationships with gambling companies that are not licensed to operate in Great Britain, contacting 10 teams over sponsorship or advertising arrangements involving offshore betting brands.
The Ladbrokes and Coral owner has written to Fulham, Everton, Ipswich Town, Newcastle United, Chelsea, Aston Villa, Coventry City, Nottingham Forest, Tottenham Hotspur and Crystal Palace, according to SBC News. The intervention comes as the UK government prepares to close its consultation on a proposed nationwide ban on advertising and sponsorship by unlicensed gambling operators.
The Department for Culture, Media and Sport launched the consultation on July 15 and will accept responses until 11:59pm on September 9. Its preferred approach would introduce a fixed ban from August 2027, before the 2027/28 football season.
Under current rules, a gambling company without a Gambling Commission licence can still sponsor or advertise in Britain provided its gambling services cannot be accessed by consumers in Great Britain. The government argues that this distinction has become increasingly difficult to enforce because geo-blocking can be bypassed using virtual private networks.
8XBet partnerships draw particular scrutiny
Entain identified 8XBet as the most prominent operator among the relationships it questioned. SBC News reported that the Asia-focused sportsbook is connected with Aston Villa, Chelsea, Coventry City, Ipswich Town and Newcastle United.
The situation surrounding Coventry is unusual because chairman Doug King previously committed to ending gambling promotion on the club’s shirts. SBC also noted that 8XBet was not listed among Coventry’s UK-facing partners when it reviewed the club’s website.
Access to the operator in Britain is restricted, with the 8XBet website redirecting UK visitors to gambling support services. However, an Entain representative told SBC that a test using a VPN connection located in Vietnam allowed an account to be created within minutes and progressed to the cryptocurrency deposit stage.
The company also raised concerns about alternative app-distribution routes and the use of imagery connected with Premier League players and football sponsorship assets.
Entain’s argument is that sponsorships marketed as targeting overseas audiences can still increase awareness of betting brands among British consumers, while relatively simple technical workarounds may make the underlying gambling platforms accessible.
That concern closely reflects the government’s reasoning for the proposed ban. DCMS says unlicensed sponsorship can weaken consumer protections, undermine licensed operators and create money-laundering risks. It has specifically identified football as the main area in which such arrangements have emerged.
Everton urged to reconsider Stake relationship
Entain has also focused on Everton’s partnership with Stake. In a letter shown to SBC News, Entain Group Deputy General Counsel Charles Kovats argued that association with the cryptocurrency-focused operator gives the brand credibility in Britain despite Stake not holding a licence to operate there.
The letter also linked the issue to Prime Minister Andy Burnham, a prominent Everton supporter, and the government’s opposition to unlicensed gambling sponsorship. Burnham became Prime Minister on July 20, 2026.
Entain additionally highlighted concerns surrounding cryptocurrency payments, player protection and the promotion of gambling through online streaming channels that can reach younger audiences.
The company urged Everton to review the arrangement before the government completes its policy process.
The 10 club-operator relationships identified by Entain are:
- Fulham — SBOTOP
- Everton — Stake
- Ipswich Town — 8XBet
- Newcastle United — 8XBet
- Chelsea — 8XBet
- Aston Villa — 8XBet
- Coventry City — 8XBet
- Nottingham Forest — FUN88
- Tottenham Hotspur — VSBet
- Crystal Palace — Chexx.bet
The government estimates that approximately 40% of Premier League clubs had sponsorship or advertising arrangements involving unlicensed gambling operators during the 2025/26 season.
If the proposed legislation is adopted, clubs and other organisations would be prohibited from advertising or accepting sponsorship from gambling companies without a Gambling Commission licence. The restriction would cover shirt and equipment deals, pitch-side advertising, stadium infrastructure, programmes and naming rights.
DCMS has said its preferred option is to introduce the restriction from August 2027, although an alternative would allow existing contracts to continue until no later than August 2028. A formal government response is expected after consultation submissions have been reviewed.