Entain has called on sports bodies to introduce a voluntary ban on sponsorships by unlicensed gambling operators in response to the UK Department for Culture, Media and Sport's consultation on the issue.
The consultation proposes banning sponsorship and advertising arrangements involving gambling operators not licensed by the Gambling Commission.
Stella David, Entain CEO, said: "We welcome the launch of this consultation, which was expected earlier this year and represents another important step forward in tackling illegal gambling. Unlicensed gambling operators are often little more than fronts for organised crime. They target vulnerable consumers, pay no UK tax, and ignore safeguards licensed operators must provide.
"The Government has rightly recognised that these sponsorship arrangements create risks for consumers and for sport. Given that principle has now been established, we believe clubs, leagues and governing bodies should act immediately and voluntarily end relationships with unlicensed operators rather than wait for legislation to compel them to do so."
In its response, Entain wrote to Richard Masters, Chief Executive of the Premier League, urging an immediate voluntary ban on sponsorship and advertising by unlicensed operators starting with LED perimeter boards ahead of the 2026/27 season.
The operator also wrote to David Kogan OBE, Chair of the Independent Football Regulator, setting out governance and licensing reforms.
David added that sponsorship restrictions alone should not substitute for tackling the wider digital channels unlicensed operators use to reach consumers.
Entain has previously called for tighter restrictions on unlicensed operators. In February, David wrote an open letter to Masters urging the league to introduce an immediate ban on sponsorships by unlicensed gambling companies, arguing that football should act before any government legislation comes into force.
The consultation response comes as Entain continues to reshape its business. In June, Entain agreed to sell a 20% stake in its Central and Eastern European joint venture to Emma Capital for approximately €425m ($493m), describing the transaction as the first step towards a full exit from the business.
Entain recently appointed Virginia McDowell as Chair of its Remuneration Committee after Amanda Brown stepped down from the board
