The Betting and Gaming Council has backed the UK government’s DCMS consultation on gambling sponsorship while aligning with Entain’s calls for faster, more immediate action.
The DCMS consultation, which runs until 9 September, is focused specifically on sports sponsorships and will inform the creation of a wider legislative framework before being presented to Parliament.
Meaningful regulatory change is not expected until at least the end of the year, given the lengthy consultation and parliamentary process that must follow.
Entain has urged sports and gambling stakeholders to act urgently rather than wait to be compelled by regulation, pushing the industry to get ahead of the curve.
A co-authored analysis from the BGC and the World Advertising Research Center found that around 47.7% of all gambling marketing spend in the UK in 2026/27 will be generated by unlicensed operators.
That same research projects that unlicensed operator marketing spend could outgrow that of the regulated sector entirely by 2028, raising serious concerns about the direction of the market.
The figures underline why both the BGC and Entain are pressing for swifter action, arguing that delays in legislation hand a growing advantage to operators outside the regulated space.
The DCMS consultation currently covers only sports sponsorships, with any regulatory movement in the digital advertising space still considered an open question.
Developments related to digital gambling marketing are expected to be addressed through the Illegal Gambling Taskforce, which was established by the UK government in January to bring together licensed operators and payment providers.
While several Premier League clubs have voluntarily committed to phasing out front-of-shirt gambling sponsors from the 2026/27 season onwards, some unlicensed brand presence on club kits will remain visible.
Everton’s ongoing association with Stake has been cited as a notable example of how unlicensed gambling brands can still maintain prominent exposure in top-flight English football.
The combination of a slow legislative timeline and rising unlicensed operator spending suggests the pressure on both the government and the regulated industry to act decisively will only intensify in the months ahead.
