The Independent Football Regulator (IFR) faces calls to prohibit Premier League clubs from accepting sponsorship deals with gambling operators unlicensed in the UK, a move aimed at enhancing player protection and reducing exposure to illegal betting markets.
Global betting company Entain, owner of Ladbrokes and Coral, has formally requested the IFR to clarify its licensing guidance to prevent clubs from partnering with gambling firms lacking UK licences. This follows findings that several Premier League clubs currently display sponsorships and advertising from operators without UK licences, exposing players and bettors to unregulated services.
This season, clubs including Everton (Stake), Sunderland (W88), Fulham (SBOTOP), Bournemouth (bj88), and Burnley (96.com) have front-of-shirt deals with gambling companies not licensed by the UK Gambling Commission. Additionally, 18 out of 20 Premier League clubs have shown advertising for unlicensed operators on stadium LED boards.
Under UK law, gambling operators without a UK licence commit a criminal offence if they accept bets from British consumers. Sponsorship from such operators can expose players and bettors to risks including lack of consumer protections, unfair terms, and limited recourse in cases of dispute or problem gambling.
The Premier League has announced a voluntary ban on front-of-shirt sponsorship from gambling companies starting next season. However, this does not address the broader issue of unregulated operators, which research estimates generate around a34.3 billion annually in the UK. Entain’s CEO Stella David highlighted the link between unlicensed gambling and sports piracy, which threatens the integrity and funding of football through broadcast rights.
Several clubs are expected to move existing unlicensed gambling sponsors from front-of-shirt to kit sleeves next season, a change that may reduce visibility but does not eliminate player exposure to unregulated operators. For example, Evertons sponsor Stake gave up its UK licence last year amid regulatory scrutiny.
Entains submission to the IFRs consultation on a club licensing regime for English footballs top five tiers seeks confirmation that accepting income from unlicensed gambling companies constitutes “serious criminal conduct” under the draft licensing code. This would bar clubs from such sponsorships, strengthening protections for players and consumers.
Players and bettors should be aware that gambling with unlicensed operators carries significant risks, including lack of regulatory oversight, potential for unfair practices, and limited support for problem gambling. The ongoing consultation and potential regulatory changes aim to reduce these risks by restricting clubs commercial relationships with unlicensed firms.
For more on UK gambling regulation and player protections, visit our UK section and Betting news.
Read the full report from The Guardian: Football regulator urged to ban Premier League clubs from unlicensed gambling money.
Additional context on the gambling industry can be found in recent coverage such as Flutter Entertainment’s decision to delist from the London Stock Exchange, reflecting shifts in the UK gambling market (The Guardian), and innovations in player experience by operators like Wildz Group (SBC News).
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