The Independent Football Regulator (IFR) is facing calls to ban Premier League clubs from accepting sponsorship deals with gambling operators unlicensed in the UK, a move that could impact players, bettors, and consumers by reducing exposure to unregulated gambling services.
This season, several Premier League clubs, including Everton, Sunderland, Fulham, Bournemouth, and Burnley, have front-of-shirt sponsorships with gambling companies that do not hold UK licences. Additionally, 18 of the 20 clubs have displayed advertising for unlicensed operators on LED boards at their stadiums. These operators are not regulated by the UK Gambling Commission and are therefore not subject to the consumer protections and responsible gambling measures that licensed operators must follow.
Entain, a major UK-licensed sports betting company owning brands such as Ladbrokes and Coral, submitted a response to the IFR’s licensing consultation urging the regulator to clarify its guidance. The company wants to ensure that clubs cannot enter commercial agreements with unlicensed gambling operators, which currently operate illegally under UK law by accepting bets from British consumers. This unregulated market is estimated to generate £4.3 billion annually in Britain, according to the Betting and Gaming Council.
For players and bettors, sponsorships and advertising from unlicensed operators can increase the risk of engaging with gambling services that lack oversight, potentially leading to unfair practices, inadequate player protection, and higher exposure to gambling harm. The presence of unlicensed operators also complicates efforts to enforce responsible gambling safeguards and to provide support for those at risk.
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 unregulated operators, many of which continue to advertise through other kit placements or stadium advertising. Some clubs are expected to move existing unlicensed sponsorships to kit sleeves rather than ending them.
Entain’s chief executive highlighted concerns about the link between unlicensed gambling and sports piracy, which threatens the Premier League’s broadcast revenue model that funds clubs and supports the sport. Illegal streams often feature adverts for unlicensed bookmakers, increasing the reach of these operators beyond regulated channels.
Under section 33 of the Gambling Act 2005, it is a criminal offence for operators unlicensed in the UK to accept bets from British consumers. Entain’s submission asks the IFR to confirm that the licensing code’s prohibition on income connected to serious criminal conduct includes sponsorship from such unlicensed operators.
Players and consumers should be aware that gambling with unlicensed operators carries significant risks, including lack of recourse in disputes, absence of responsible gambling tools, and potential exposure to fraudulent or unfair practices. The ongoing consultation by the IFR may lead to stronger protections by limiting clubs’ ability to promote unlicensed gambling brands.
For more on UK gambling regulation and player protection, visit GamblingNews.today UK and explore coverage on player protection and regulation.
Source: Gambling | The Guardian.
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