Entain has published new research exposing what it describes as a highly organised network of illegal gambling promotions targeting UK consumers across major social media platforms.
The research was released to coincide with England’s opening match of the Men’s World Cup, intensifying scrutiny of unregulated operators capitalising on football’s biggest tournament.
Entain’s findings identified more than 72 instances of UK-facing promotions spanning 30 different unlicensed online gambling sites across five of the world’s largest social media platforms.
The report examines activity across seven major digital platforms and links unregulated gambling websites to football content, viral short-form video, and manosphere influencer culture.
Bejay Patel, MD UK and Ireland at Entain, said the research “is a wake-up call to government, regulators and law enforcement agencies that illegal gambling promotion is not operating at the fringes but is now operating at scale in the UK.”
Patel also said the findings raise “serious questions about whether regulators and enforcement agencies have the powers and resources needed to tackle the highly coordinated illegal gambling promotion effectively, particularly across global social media platforms.”
The research cited brand ambassador deals involving unlicensed operators, including Stake’s arrangements with former Argentina and Manchester City striker Sergio Agüero, former Chelsea and Belgium midfielder Eden Hazard, and former Real Madrid and Spain goalkeeper Iker Casillas.
UK horse racing legend Frankie Dettori and UFC lightweight champion Justin Gaethje were also identified in the research, working with Stake and Duelbits respectively.
Firms such as Stake and 8xbet, which hold no Gambling Commission licences, are still able to leverage Premier League partnerships for marketing, with Everton and Chelsea among the clubs involved.
Entain has written directly to the Premier League urging change, noting that from the 2026/27 season front-of-shirt sponsorship deals with unlicensed firms will be banned, though broader commercial arrangements currently remain permitted.
The company has also contacted the Independent Football Regulator and the Intellectual Property Office regarding unlicensed gambling firms registering UK trade marks.
Entain’s lobbying efforts align with ongoing work by the Department of Culture, Media and Sport and its Illegal Gambling Taskforce, which is considering banning all unlicensed firms from sponsoring UK sport entirely.
Social media remains a more complex challenge, given that influencers and tipsters can claim they are targeting audiences in jurisdictions where unlicensed operators hold valid licences.
The research arrives just days after Prime Minister Keir Starmer’s government announced plans to ban under-16s from social media platforms, adding fresh urgency to the conversation around underage exposure to gambling content.
