Entain has called on the UK government to immediately close a loophole allowing unlicensed gambling operators to sponsor Premier League football clubs.
The company’s push comes in response to a Department for Culture, Media and Sport consultation on banning all unlicensed gambling sponsorship in British sport.
That government initiative was launched in February, targeting a long-running practice of UK football clubs signing deals with little-known Asian-facing operators.
Many of these operators have opaque ownership and leadership structures, raising serious concerns about consumer protection and regulatory oversight.
Entain’s own research now shows that 11 of 20 Premier League clubs have at least one unlicensed gambling sponsorship deal in place, up from an estimated eight clubs last season.
CEO Stella David made clear that clubs entering these arrangements after February did so with full knowledge of the government’s stated intention to act.
David said: “Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks. The Government made clear in February that it would bring in a ban and it should do so immediately: even if that means clubs ordering new kit mid-season.”
David added pointedly: “Inconvenience is not an excuse for inaction.”
New deals announced after the government’s warning include Sunderland signing with Curaçao-based operator Shuffle just last week.
Other high-profile arrangements across the top flight include partnerships between Everton and Stake.com, Fulham and SBOTOP, Chelsea and 8XBet, and Tottenham Hotspur and VSBet.
These sponsorships cover a wide range of promotional assets, including shirt sleeves, training kits, stadium branding, and perimeter boards.
The branding regularly appears in broadcast coverage of Premier League matches, including replays shown on the BBC’s Match of the Day.
Entain, the operator behind brands including Ladbrokes, argues that widespread consumer confusion over licensed and unlicensed operators makes the situation particularly urgent.
David noted that Entain’s research suggests over 80% of consumers cannot confidently distinguish between licensed and unlicensed gambling operators when viewing sponsorship branding.
The company’s position is that the government must act decisively and without delay, regardless of any short-term commercial disruption to clubs already locked into these deals.
