English football’s relationship with gambling sponsorships has been a thorny issue in recent times. Now, it is facing renewed scrutiny after Entain formally urged the Independent Football Regulator to block Premier League clubs from partnering with unlicensed betting operators targeting UK consumers.
The move adds pressure to an already controversial area of football finance as regulators, lawmakers, and gambling companies increasingly warn that offshore sportsbooks and crypto betting brands are gaining visibility through English football despite operating outside UK licensing rules.
The Illegal Gambling Advertising Factor
Concerns around the gambling black market have intensified sharply over the past year, particularly as unlicensed operators increase spending across sports sponsorships, social media, and digital advertising.
Research referenced during the consultation suggests 18 of the 20 Premier League clubs displayed advertising linked to unlawful betting operators on LED boards during the current season. Clubs including Everton F.C., Fulham F.C., AFC Bournemouth, Burnley F.C., and Sunderland A.F.C. have also been linked to sponsorship arrangements involving operators without UK licences.
While the Premier League has already agreed to phase out front-of-shirt gambling sponsorships starting next season, several major advertising routes will remain open, including sleeve sponsorships, regional partnerships, and pitchside branding. Industry groups warn that illegal operators are increasingly using football as a gateway to acquire UK customers. The Betting and Gaming Council, for instance, estimates the black market already generates around £4.3 billion annually, while recent projections from H2 Gambling Capital suggest that figure could rise substantially over the next few years.
Entain’s Push for Faster Action
Entain’s submission was made as part of the Independent Football Regulator’s second licensing consultation, which is shaping governance rules for the top five tiers of English football. The company argues the regulator already has authority under its proposed framework to stop clubs from accepting sponsorship money linked to criminal activity. According to Entain, that definition should explicitly include gambling operators illegally accepting bets from UK players without local licences.
Chief executive Stella David said the regulator could immediately address the issue simply by formally recognising unlicensed gambling companies targeting British consumers as operators acting outside UK law. Entain has also contacted Premier League chief executive Richard Masters, requesting a voluntary ban on sponsorships involving unlicensed gambling brands ahead of the 2026/27 season.
The Next Regulatory Battle
Beyond sponsorship bans, Entain is pushing for broader governance requirements across English football. Its recommendations include mandatory licence verification for gambling partners, annual board-level declarations confirming compliance checks, and stronger obligations around reputational risk tied to commercial partnerships.
The company also wants clubs to follow formal due diligence and reporting standards when entering gambling-related sponsorship agreements. The debate now sits alongside a separate review being prepared by the Department for Culture, Media and Sport into potential restrictions on unlicensed gambling sponsorships across British sport.
