Entain has submitted a formal request to the UK Government, urging it to consider banning sports sponsorships of any kind for gambling operators not licensed and registered by the Gambling Commission.
Indeed, this development comes shortly after a report from the UK’s Department for Culture, Media and Sport (DCMS) published an independent analysis forecasting that UK residents could be staking £33bn ($44.1bn) with illegal operators by 2028, almost double the £17bn recorded in 2025.
The beginning of the 2026/27 football season in the UK marks the arrival of a front-of-shirt sponsorship ban for all gambling companies – licensed or not – in the Premier League. However, Entain has pointed out that currently 10 Premier League clubs still retain sponsorship deals of some description with operators not licensed by the Gambling Commission and therefore illegal in the UK.
Separately, Entain has also called for this proposed ban to extend over online and digital advertising by unlicensed operators. The operator has been vocal in its support for the government clamping down on unlicensed UK operators, having previously supported consultations on sponsorship bans in the nation.
Speaking on this issue, Entain CEO Stella David stated: “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. Inconvenience is not an excuse for inaction.”
Research conducted by the operator highlighted that around 80% of UK residents cannot tell the difference between a licensed or unlicensed gambling-operator website.
Elsewhere recently, Entain posted its latest financial results, highlighting a 7% year-on-year revenue rise to £2.51bn for the first half of 2026.
Stella David also submitted an open letter to Premier League CEO Richard Masters in Q1, again calling for a ban on unlicensed operator sponsorships
