UK

Calls to Ban Unlicensed Gambling Sponsorship in Premier

June 21, 2026
Priya Patel

The Independent Football Regulator (IFR) is being urged to prohibit Premier League clubs from accepting sponsorship deals with gambling operators that lack UK licences. This call comes amid concerns over player protection and the risks posed by unregulated gambling companies advertising through football clubs.

Currently, several Premier League clubs, including Everton, Sunderland, Fulham, Bournemouth, and Burnley, have front-of-shirt or kit sponsorships with gambling operators not licensed in the UK. Additionally, 18 of the 20 clubs have displayed advertising for unlicensed operators on LED boards at their stadiums this season. These operators are not regulated by the UK Gambling Commission and are therefore not subject to the consumer protections and responsible gambling safeguards that licensed operators must follow.

For players and bettors, this situation raises significant risks. Under UK law, it is a criminal offence for operators without a UK licence to accept bets from British consumers. Unlicensed operators often lack transparency, may not adhere to responsible gambling standards, and can expose consumers to unfair practices or increased risk of gambling harm. The presence of their advertising in high-profile football settings can also normalize unregulated gambling, potentially increasing exposure to vulnerable individuals.

The Premier League has announced a voluntary ban on front-of-shirt sponsorship from gambling companies starting next season. However, this measure does not address the broader issue of unlicensed operators advertising through other channels, such as kit sleeves or stadium LED boards. Some clubs are expected to move existing unlicensed sponsorships to less prominent kit areas, which means the exposure to unregulated gambling brands will continue.

Entain, a major UK-licensed betting operator, has submitted a formal response to the IFRs licensing consultation, requesting a clear prohibition on clubs accepting income from unlicensed gambling companies. Entain highlights the link between unlicensed gambling and sports piracy, which can undermine the Premier Leagues broadcast revenue model that supports clubs financially. This model is funded by UK TV rights worth approximately a36.7 billion.

For consumers, the growth of unlicensed operators represents a challenge to player safety and legal protections. The Campaign for Fairer Gamblings 2024-25 report notes that 89% of illegal sports streams in the UK feature adverts from unlicensed bookmakers, with illegal streams more than doubling to 3.6 billion in the past three years. This environment increases the likelihood of exposure to unregulated gambling offers and potential scams.

Players and bettors should remain cautious about gambling with operators that do not hold a UK licence, as these companies are not bound by UK regulatory standards designed to protect consumers. The Gambling Commission advises consumers to verify operator licences before engaging with any gambling service.

The IFR has not yet commented on the submissions but is expected to consider all responses as part of its ongoing consultation on a club licensing regime for English footballs top five tiers. This regime aims to prevent clubs from accepting income linked to serious criminal conduct, which Entain argues should include unlicensed gambling operators.

For more information on UK gambling regulation and player protection, visit the UK Gambling Commission and follow updates from the UK category at GamblingNews.today. You can also explore related topics such as player protection and illegal gambling for further insights.

Source: Gambling | The Guardian.

Priya Patel
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