UK

Calls Grow to Ban Unlicensed Gambling Sponsorship in Premier

June 28, 2026
Priya Patel

The Independent Football Regulator (IFR) has been urged to prohibit Premier League clubs from accepting sponsorship deals with gambling companies that lack UK licences, amid growing concerns over illegal betting and player protection.

Several Premier League clubs currently feature front-of-shirt sponsorships from gambling operators unlicensed in the UK. This season, Everton, Sunderland, Fulham, Bournemouth, and Burnley have deals with such companies, while 18 of the 20 Premier League teams have displayed advertising for unlicensed operators on stadium LED boards.

Entain, a major UK-licensed betting operator owning Ladbrokes and Coral, submitted a formal response to the IFR’s licensing consultation. The company has called for clearer guidance to prevent clubs from engaging commercially with unlicensed gambling firms. This aims to protect players and consumers from risks linked to unregulated operators, who are not subject to UK consumer protections or responsible gambling safeguards.

Under UK law, specifically section 33 of the Gambling Act 2005, it is a criminal offence for operators without a UK licence to accept bets from British consumers. Sponsorship deals with these companies may indirectly promote illegal gambling, exposing players to unregulated markets lacking oversight on fair play, advertising standards, and harm prevention.

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 wider issue of unlicensed operators, which the Betting and Gaming Council estimates generate £4.3 billion annually in the UK. Some clubs plan to move existing unlicensed gambling sponsors from shirt fronts to kit sleeves, a change that may reduce visibility but does not eliminate the association.

For players and bettors, the presence of unlicensed gambling sponsors raises concerns about the legitimacy and safety of betting options promoted during matches. Unlicensed operators are not regulated by the UK Gambling Commission, meaning they do not have to comply with strict rules on player protection, advertising, or responsible gambling measures. This increases the risk of unfair practices, lack of dispute resolution, and exposure to gambling harm.

Entain’s chief executive highlighted the link between unlicensed gambling and sports piracy, noting that illegal streams often feature adverts for unlicensed bookmakers. This combination threatens the integrity of the sports broadcast model, which funds clubs and ensures regulated access for fans and bettors.

The IFR’s draft licensing code proposes banning clubs from accepting income connected to serious criminal conduct, which Entain argues should explicitly include unlicensed gambling operators. If adopted, this could strengthen consumer protections by cutting off sponsorship revenue from illegal operators.

Players and consumers should remain cautious about betting with operators not licensed in the UK. Using licensed operators ensures access to consumer protections, responsible gambling tools, and legal recourse if issues arise. The ongoing regulatory discussions signal a potential tightening of rules that could reduce the visibility and influence of unlicensed gambling in football.

For more on UK gambling regulation and player protection, visit GamblingNews.today UK and Responsible Gambling.

Source: Gambling | The Guardian.

Additional context on the broader gambling industry can be found in recent coverage by CDC Gaming, which discusses challenges in casino reinvestment and market dynamics that indirectly impact regulatory approaches worldwide.

Priya Patel
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