Entain implores IFR to act against unregulated gambling sponsorships

Entain has formally contacted the UK Independent Football Regulator (IFR) to gain clarification on the laws surrounding unregulated gambling sponsorships in football – stating that clubs should not be allowed to draw up deals with unlicensed entities.  

This latest action comes as the IFR is currently undergoing its Second Licensing Consultation (CP 2/26) wherein it seeks views on new club licensing requirements across all men’s professional football leagues in England.  

At present the regulator outlines any sponsorship or income accepted by a club from a given entity ‘connected to serious criminal conduct’ is prohibited. Entain is now enquiring whether unregulated gambling companies fall into the criminal category as illegal actors.  

Speaking directly on the matter, Entain CEO Stella David said: “Premier League clubs are being sponsored by criminal gambling firms. The Independent Football Regulator can stop this tomorrow by simply acknowledging that unlicensed gambling companies targeting UK customers through English football are breaking the law – plain and simple.  

“The regulator does not need any new powers, new legislation, or even a new rule to make this happen. In fact, it has already drafted one. We are asking the regulator to define and apply it before the next season begins. The IFR was created to fix English football's governance failures. This is one of them.” 

Indeed, this latest development comes with a wealth of context, not least because David also penned an open letter to the Premier League CEO Richard Masters in February, imploring the league to act on unlicensed gambling sponsorships and labelling the league as ‘complicit’ in the proliferation of the UK’s black gambling market. That same week, the UK Government decided to implement a ban on sponsorships from unlicensed operators, however the Department for Culture, Media and Sport (DCMS) has not yet consulted on the official guidelines.  

Similarly to David’s Premier League directive, Entain is strongly encouraging IFR not to wait for these regulations to come into place, and act now to help combat the £4.3bn ($5.86bn) illegal gambling market, which accounts for 9% of the UK landscape – according to the Betting & Gaming Council.  

Specifically, the operator has set out specific recommendations to: confirm that income from gambling operators is not allowed as part of its guidance, add a board attestation to this rule, strengthen the football club corporate governance code and publish updated general guidance around the decision.