The Department for Culture, Media and Sport has confirmed that a ban on unlicensed operators sponsoring British sport will not arrive until the 2027/28 season at the very earliest.
The DCMS revealed to SBC News that a consultation on the matter “will go live soon,” signalling that meaningful regulatory action remains some distance away.
The announcement has drawn attention to the growing frustration felt by licensed operators, who are subject to a voluntary front-of-shirt sponsorship ban that their unlicensed rivals effectively ignore.
Ladbrokes Coral owner Entain is among the licensed firms reportedly growing more and more frustrated about unlicensed bookmakers maintaining a visible presence in the Premier League.
The voluntary front-of-shirt ban has pushed both licensed and unlicensed operators toward alternative sponsorship arrangements across British football’s top divisions.
Licensed operator Betano has secured a deal to become Tottenham’s training kit sponsor, finding a route around the front-of-shirt restrictions currently in place.
UK-focused and fully licensed Midnite has also agreed sponsorship deals with four Championship clubs in Sheffield United, Middlesbrough, Wolves and Southampton.
The DCMS first made its intention to ban unlicensed operators from British sport sponsorship public in February 2026, following which it engaged directly with the Premier League.
In a statement to SBC News, the DCMS said: “That is why we are looking to ban unlicensed operators from sponsorship deals in British sport and our consultation on the matter will go live soon.”
The department added: “The consultation will invite views on the timing and approach to implementation of a ban.”
The DCMS was clear that “given the necessary process, it has always been the case that the start of the 2027/28 season is the earliest a ban could feasibly come into force.”
SBC News approached Everton partner Stake for comment on the matter, while Entain declined to offer any response.
The situation underlines a broader tension within British football, where licensed and unlicensed operators continue to compete for visibility despite an uneven regulatory environment.
