UK

Calls Grow to Ban Unlicensed Gambling Sponsorship in Premier

July 2, 2026
Priya Patel

The Independent Football Regulator (IFR) is facing calls to prohibit Premier League clubs from accepting sponsorship deals with gambling companies that lack UK licences. This development aims to protect players and consumers by ensuring that all gambling operators associated with football clubs comply with UK regulations.

Currently, several Premier League clubs, including Everton, Sunderland, Fulham, Bournemouth, and Burnley, have front-of-shirt sponsorships with gambling operators not licensed in the UK. Additionally, 18 of the 20 Premier League clubs have displayed advertising for unlicensed operators on LED boards at their stadiums this season. These operators are committing a criminal offence under section 33 of the Gambling Act 2005 if they accept bets from British consumers.

For players and bettors, sponsorships and advertising from unlicensed gambling companies pose significant risks. These operators are not subject to UK regulatory oversight, which means they may not adhere to responsible gambling standards, consumer protection rules, or fair play requirements. Players using such platforms could face issues with account security, fair treatment, and dispute resolution.

Entain, a major UK-licensed betting company owning brands like Ladbrokes and Coral, has submitted a response to the IFR’s licensing consultation. It requests a clear ban on clubs accepting income from unlicensed gambling operators, arguing this would help reduce the link between illegal gambling and sports piracy. Illegal streams, which have more than doubled in the UK over three years, often feature adverts for unlicensed bookmakers, potentially harming the integrity of the sport and its broadcast funding model.

The Premier League has announced a voluntary ban on front-of-shirt sponsorships from gambling companies starting next season. However, this does not address the broader issue of unregulated operators sponsoring clubs or advertising during matches. Some clubs, such as Everton, are moving unlicensed operators like Stake to kit sleeves rather than removing them entirely.

For consumers, this means that while some progress is being made to reduce gambling advertising on prominent kit areas, unlicensed operators remain visible in the Premier League environment. This continued exposure can increase the risk of players engaging with potentially unsafe gambling sites.

The IFR’s draft licensing code already prohibits clubs from accepting income linked to serious criminal conduct. Entain is urging the regulator to explicitly confirm that this includes unlicensed gambling operators. If enforced, this could lead to stronger protections for players by limiting the presence of illegal gambling advertising in football.

Players concerned about gambling harms should remain vigilant about the operators they engage with, ensuring they use only UK-licensed platforms that offer consumer protections and responsible gambling tools. The ongoing consultation by the IFR represents a key opportunity for stakeholders to influence policies that directly affect player safety and the integrity of sports sponsorship.

For more details on this issue, see the original report by The Guardian. Additional context on club sponsorship changes is available from SBC News.

Players interested in the broader regulatory environment can explore related coverage on GamblingNews.today UK and Sports Betting.

Priya Patel
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