Entain is calling on England’s new soccer watchdog to intervene against Premier League clubs taking sponsorship money from gambling operators that are not licensed in Britain. The move increases pressure on clubs already facing scrutiny over the sport’s relationship with the growing black market betting industry.
The owner of Ladbrokes and Coral said the Independent Football Regulator, known as the IFR, already has the power to stop those arrangements under proposed licensing rules. Those draft rules would prevent clubs from accepting revenue tied to “serious criminal conduct,” which Entain argues includes gambling companies illegally taking bets from British customers.
Premier League clubs are being sponsored by criminal gambling firms. The Independent Football Regulator can stop this tomorrow by simply acknowledging that unlicensed gambling companies targeting UK customers through English football are breaking the law – plain and simple.
Stella David, Entain plc CEO
The company made the case in its response to the IFR’s latest consultation covering licensing rules for clubs across the top five tiers of English men’s soccer. The regulator was created to strengthen financial oversight and improve governance standards throughout the game.
According to Entain, several Premier League sides currently have sponsorship agreements with gambling companies that do not hold UK licenses. The firm said those operators may be committing offenses under section 33 of the Gambling Act 2005 whenever they accept bets from customers in Britain.
Stella David, chief executive of Entain plc, said: “Premier League clubs are being sponsored by criminal gambling firms. The Independent Football Regulator can stop this tomorrow by simply acknowledging that unlicensed gambling companies targeting UK customers through English football are breaking the law – plain and simple.”
She added: “The regulator does not need any new powers, new legislation, or even a new rule to make this happen. In fact, it has already drafted one.”
The dispute arrives as English soccer prepares for major changes to gambling advertising. Premier League clubs agreed to phase out front-of-shirt gambling sponsorships from the start of next season, although betting companies will still be allowed to advertise through sleeve logos, pitchside boards and other commercial deals.
Campaigners and several sporting bodies have also faced growing calls to reduce gambling advertising more broadly, amid concerns that younger fans are being heavily exposed to betting promotions during live sports broadcasts and online coverage.
Entain argues that tighter restrictions on licensed operators are helping unlicensed companies gain visibility through football sponsorships and social media marketing. The company cited Betting and Gaming Council research estimating that unlicensed sponsorship could make up more than half of UK sports sponsorship spending by October 2027.
The firm also pointed to analysis from Yield Sec claiming that 92% of online betting content in some social media categories directed users toward unlicensed websites. Other industry estimates suggest British consumers now spend roughly £4.3 billion ($5.9 billion) each year with black market gambling operators.
The UK government has already indicated it could tighten the rules further. In 2023, the Department for Culture, Media and Sport (DCMS) announced plans to consult on banning unlicensed gambling operators from sponsoring British sports teams as part of wider efforts to combat illegal gambling.
The DCMS is now expected to launch a consultation on measures to ban unlicensed operators from sponsoring British sports teams. Separately, the IFR proposed licensing regime is expected to consider funding sources for clubs and individuals as part of the application process and would include powers to restrict access to funding suspected to be linked to certain categories of criminal activity. The IFR’s second consultation on the licensing regime closed on May 5, with a response expected in due course.
UPDATED: Information regarding the IFR and DCMS consultations added on May 12, 2026.
Featured image: via Entain press release
