Entain has called on football clubs, leagues and governing bodies across the UK to immediately cut ties with unlicensed gambling sponsors, arguing that the industry should not wait for legislation following the UK government’s latest consultation on the issue.
The owner of Ladbrokes and Coral welcomed the Department for Culture, Media and Sport’s (DCMS) consultation on banning sponsorship and advertising agreements involving gambling operators that are not licensed by the UK Gambling Commission. However, the company said voluntary action should begin now rather than after new rules are introduced.
The consultation, launched on 15 July, is part of the government’s wider effort to tackle the growth of the illegal gambling market and protect consumers from operators that do not follow UK licensing standards. It will remain open until 9 September before legislation is drafted and presented to Parliament.
Entain argues that unlicensed operators pose significant risks because they are not subject to the same consumer protection rules, anti-money laundering requirements or responsible gambling obligations as licensed businesses. The company also warned that many of these firms avoid paying UK taxes while continuing to gain visibility through sponsorship agreements with British sports organisations.
Although Premier League clubs have already agreed to phase out front-of-shirt gambling sponsorships from the 2026/27 season, Entain noted that several teams continue to display branding from operators without UK licences through sleeve sponsorships and other commercial assets. The company believes clubs should voluntarily terminate those partnerships immediately instead of waiting for mandatory enforcement.
The operator also wants any future restrictions to extend beyond stadium advertising. According to Entain, illegal gambling companies continue to reach British audiences through social media platforms, streaming services and other digital channels, where promotions can also be viewed by underage users. It argues that tackling sponsorship alone will not be enough without broader action against online marketing.
Supporting its position, Entain pointed to joint research produced with the Betting and Gaming Council (BGC) and the World Advertising Research Center, which estimates that unlicensed operators could account for nearly 48% of all gambling advertising expenditure in the UK during the 2026/27 period, potentially overtaking licensed operators’ marketing spend within the next few years.
The DCMS consultation outlines three primary objectives: protecting consumers, safeguarding the integrity of the regulated gambling market, and reducing money laundering risks associated with unlicensed sponsorship agreements. The government has indicated that a statutory ban could cover shirt sponsorships, pitch-side advertising, venue branding and naming rights across sport, with implementation targeted before the 2027/28 football season.
Industry support for faster action has continued to grow. Following Entain’s announcement, the Betting and Gaming Council also backed the consultation while agreeing that the government should move more quickly to remove illegal gambling sponsorships from British sport.