Entain urges football regulator to block unlicensed gambling sponsors in the Premier League

The owner of Ladbrokes and Coral has called on the Independent Football Regulator to stop English clubs from accepting sponsorship money from gambling operators that do not hold a UK licence, warning that football is giving illegal brands access to British audiences.

Entain plc, the gambling group behind Ladbrokes and Coral, has urged the Independent Football Regulator to prevent Premier League clubs from taking sponsorship money from gambling firms that are not licensed in the UK. The company made the call in response to the IFR’s Second Licensing Consultation, which is shaping the new club licensing regime for the top five tiers of English men’s football.

The issue is focused on companies that use English football’s global visibility to reach UK fans while operating outside the British licensing system. Entain argues that the IFR should make clear that its proposed prohibition on club income connected to serious criminal conduct includes money from unlicensed gambling operators. Under section 33 of the Gambling Act 2005, providing facilities for gambling in Great Britain without the relevant licence, permit or exemption is an offence.

Entain chief executive Stella David said Premier League clubs are being sponsored by “criminal gambling firms” and argued that the regulator could act by confirming that unlicensed operators targeting UK customers through English football are breaking the law. According to Entain, six Premier League clubs currently have sponsorship arrangements with operators that do not hold a UK licence.

The concern goes beyond shirt sponsorship. The Guardian reported that 18 of the 20 Premier League clubs have displayed advertising for unlicensed gambling operators on pitch-side LED boards this season. Entain and other licensed operators argue that this creates an uneven market, because unlicensed firms can use football exposure without complying with UK rules on safer gambling, customer checks, advertising standards and tax obligations.

The debate comes as English football is already moving toward tighter restrictions on betting sponsorship. Premier League clubs agreed in 2023 to withdraw gambling sponsorship from the front of matchday shirts by the end of the 2025/26 season, although sleeve sponsorships, stadium advertising and other commercial placements remain available.

The government has also signalled a broader crackdown on unlicensed gambling sponsorship in sport. In February, the UK Department for Culture, Media and Sport said it would consult on measures to prevent unlicensed operators from sponsoring British sports teams, including Premier League clubs, as part of efforts to tackle the illegal gambling market.

The IFR was established under the Football Governance Act 2025 and is responsible for introducing a statutory licensing system for English football clubs, with objectives including financial soundness, financial resilience and protection of football heritage. Its future interpretation of sponsorship income could therefore become an important test of how far the new regulator is willing to go in policing football’s commercial relationships.

For Premier League clubs, the pressure creates a difficult balance between commercial revenue and regulatory risk. Betting sponsorship has long been a major income stream, especially outside the biggest clubs, but the direction of policy is becoming clear. If the IFR accepts Entain’s argument, clubs may need to review gambling partnerships more aggressively and ensure that any betting sponsor is fully licensed and compliant in the UK market.