UK

Calls Grow to Ban Unlicensed Gambling Sponsorship in Premier

July 1, 2026
Priya Patel

The Independent Football Regulator (IFR) is being urged to prohibit Premier League clubs from accepting sponsorship deals with gambling companies that lack UK licences, a move that could significantly impact players and bettors by reducing exposure to unregulated operators.

This call comes amid concerns over the presence of unlicensed gambling operators sponsoring several Premier League clubs this season. Notably, Everton, Sunderland, Fulham, Bournemouth, and Burnley have front-of-shirt or kit sponsorships linked to companies not licensed by the UK Gambling Commission. Additionally, 18 of the 20 Premier League clubs have displayed advertising for these unlawful operators on LED boards during matches.

For players and bettors, this situation raises important issues. Operators without UK licences are not subject to the country’s regulatory safeguards, which include measures to protect consumers from gambling harm, ensure fair play, and prevent criminal activity. Under section 33 of the Gambling Act 2005, it is illegal for unlicensed operators to accept bets from UK consumers, meaning players engaging with these firms face increased risks, including lack of recourse in disputes and potential exposure to fraudulent practices.

The Premier League has announced a voluntary ban on front-of-shirt sponsorship from gambling companies starting next season. However, this does not extend to other forms of advertising or sponsorship, leaving a significant portion of unregulated gambling promotion untouched. This gap means players and fans may still encounter marketing from operators who do not comply with UK standards.

Entain, a major UK-licensed betting operator owning brands like Ladbrokes and Coral, has submitted a response to the IFR’s licensing consultation. The company advocates for clearer guidance that would prevent clubs from engaging in commercial deals with unlicensed gambling firms. Entain highlights the link between unlicensed gambling and sports piracy, which not only undermines legal betting markets but also threatens the funding model of football clubs reliant on broadcast revenues.

For consumers, the presence of unlicensed operators in football sponsorship can blur the lines between legal and illegal gambling options, potentially encouraging betting with firms that do not offer player protections such as self-exclusion tools, responsible gambling messaging, or verified age checks. This increases the risk of gambling-related harm, especially among vulnerable individuals.

Some clubs are expected to move existing unlicensed gambling sponsorships from front-of-shirt positions to less prominent kit areas next season, but this does not eliminate the underlying concerns about unregulated advertising exposure.

The IFR’s draft licensing code already prohibits clubs from accepting income linked to serious criminal conduct. Entain’s submission requests confirmation that this prohibition includes income from unlicensed gambling operators, reinforcing the legal framework protecting UK players.

Players and bettors should remain vigilant about the operators they engage with, ensuring they use only UK-licensed companies to benefit from consumer protections. The ongoing consultation and potential regulatory changes aim to strengthen these safeguards by limiting the visibility and influence of unlicensed gambling firms in English football.

For more information on player protection and regulation in the UK gambling sector, visit GamblingNews.today UK and Player Protection.

Read the full report from The Guardian: Football regulator urged to ban Premier League clubs from unlicensed gambling money.

Additional context on gambling marketing practices can be found in SBC News’ coverage of social media marketing by gambling operators: Is Kalshi playing with fire with social media marketing push?.

Priya Patel
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