Entain plc has voiced support for the UK government’s consultation on prohibiting unlicensed gambling operators from sponsoring sports teams and events. The global betting and gaming company is calling for swift action to close loopholes allowing illegal operators to gain visibility in British sport. The consultation recognizes that unlicensed gambling sponsorship presents risks to consumers, sports integrity, and the regulated market.
Stella David, Entain’s Chief Executive, emphasized: “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.” She urged sports bodies, including the Premier League, to voluntarily end partnerships with unlicensed operators ahead of the 2026/27 season.
Surge in Illegal Gambling Advertising
Research from H2 Gambling Capital shows the UK’s illegal gambling turnover rose from £5bn in 2019 to £16.6bn in 2025, with projections to double again by 2028. Analysis by the Betting and Gaming Council and the World Advertising Research Centre suggests unlicensed operators will account for 47.7% of all gambling advertising spend in 2026/27. The market could represent £800 million in advertising, reaching consumers through social media, streaming platforms, affiliate networks, and influencer campaigns.
Entain warns that illegal operators are increasingly using digital channels, targeting underage audiences and bypassing the protections enforced by licensed operators. “Sponsorship restrictions should not become a substitute for tackling the wider digital ecosystem that enables illegal gambling operators to grow their presence in Great Britain,” said David.
Calls for Broader Enforcement Measures
The company has written to Richard Masters, Premier League Chief Executive, requesting an immediate voluntary ban on all unlicensed gambling sponsorship and advertising, beginning with LED perimeter boards. Entain also contacted David Kogan OBE, Chair of the Independent Football Regulator, outlining governance reforms needed to address the illicit use of sports for marketing.
The Department for Culture, Media and Sport established the Illegal Gambling Taskforce in January 2026 to coordinate tech companies, advertisers, social media platforms, and payment providers. Entain believes the taskforce should implement stronger measures to prevent illegal operators from reaching UK consumers, including targeting social media and affiliate networks.
Unlicensed sponsorship has long been a concern, particularly among Premier League teams. Many agreements involve obscure Asian operators using white-label companies, sometimes with connections to organised crime. Cases like TGP Europe, linked to tycoon Alvin Chau, have highlighted the risks posed by these arrangements.
Entain stressed that action should encompass all advertising channels and promotional rights, covering shirts, perimeter boards, and digital assets, rather than focusing solely on stadium exposure. “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,” David added in the company’s press release.