Entain, the owner of Ladbrokes and Coral, has once again asked the UK government to act now on sports sponsorship deals involving unlicensed gambling operators.
In a response to a Department for Culture, Media and Sport (DCMS) consultation, the company urged officials to “close the loophole without delay.”
The second consultation ran from July 15 to September 9 and followed an initial review in February. Under the current timeline, the ban would take effect in August 2027. Entain said that date would allow unlicensed operators to sponsor Premier League clubs for one more full season.
“Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks,” said Stella David, Entain’s CEO. “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,” she added.
A voluntary ban on gambling front-of-shirt sponsors took effect at the start of the 2026-27 season. Entain’s findings show that 11 of the 20 Premier League clubs still have sponsorship or advertising arrangements with operators that do not hold a UK license. The government’s estimate was eight. The deals cover sleeve sponsorships, stadium branding and training kits.
Sunderland announced last week that crypto casino and sports betting platform Shuffle will be its official sleeve partner in what was described as a “multi-year partnership.” Shuffle does not hold a UK license.
Stake remains on the sleeve of Everton’s kits, although it stopped operating in the UK in early 2025 while the Gambling Commission investigated its advertising.
Chelsea has an agreement with 8XBet, Tottenham Hotspur with VSBet and Nottingham Forest with FUN88. All are also unlicensed operators, according to Entain.
Entain cited H2 Gambling Capital data that projects UK black market stakes will nearly double, from £17 billion ($22.7 billion) in 2025 to more than £33 billion by 2028. The company said offshore operators do not apply the same player protection measures and anti-money laundering standards that licensed companies must meet.
Entain’s own research also found that more than 80% of consumers cannot “confidently distinguish” licensed operators from unlicensed ones.
Data in the consultation showed that 22% of consumers who use unlicensed operators first came into contact with them through social media, and 13% through sponsorship. Based on those figures, Entain asked that the ban cover online and digital advertising in addition to physical placements.