UK

Calls Grow to Ban Unlicensed Gambling Sponsorship in Premier

June 18, 2026
Priya Patel

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 enhance player protections and reduce exposure to illegal betting markets.

Entain, the owner of Ladbrokes and Coral, has submitted a formal response to the IFRs licensing consultation urging clearer guidance to prevent clubs from partnering with unlicensed gambling companies. Currently, several Premier League clubs, including Everton, Sunderland, and Fulham, have front-of-shirt or kit sponsorships with operators not licensed by the UK Gambling Commission.

For players and bettors, this situation poses risks. Operators without UK licenses are not subject to the countrys regulatory safeguards, including responsible gambling measures, fair play standards, and consumer protections. Additionally, under section 33 of the Gambling Act 2005, it is a criminal offence for unlicensed operators to accept bets from UK consumers, meaning players using these services may have limited legal recourse if issues arise.

This season, five Premier League clubs have shirt sponsorship deals with gambling companies unlicensed in the UK: Everton (Stake), Sunderland (W88), Fulham (SBOTOP), Bournemouth (bj88), and Burnley (96.com). Moreover, 18 of the 20 Premier League clubs have displayed advertising for unlawful operators on LED boards at their grounds, increasing player exposure to unregulated gambling promotions.

The Premier League is set to introduce a voluntary ban on front-of-shirt gambling sponsorships starting next season. However, this measure does not address advertising from unregulated operators, which research estimates generates a34.3 billion annually in the UK. This unregulated market is also linked to illegal sports streaming, with 89% of illegal streams in the UK featuring adverts for bookmakers unlicensed in the country, further exposing players and fans to potentially harmful gambling environments.

Entains CEO Stella David has highlighted the connection between unlicensed gambling and sports piracy, warning that both threaten the integrity of the sports broadcasting model, which funds clubs and supports the football ecosystem. The Premier Leagues broadcast rights deals are worth approximately a312 billion, with a36.7 billion coming from the UK market alone.

The IFRs draft licensing code prohibits English clubs from accepting income connected to serious criminal conduct. Entain is urging the regulator to confirm that this prohibition includes gambling companies operating without a UK licence. This clarification could help close loopholes allowing clubs to profit from unlicensed operators.

For consumers, a ban on unlicensed gambling sponsorship in football could reduce the visibility and appeal of illegal betting sites, encouraging safer betting practices through licensed operators who comply with UK regulations. It also aligns with broader efforts to combat gambling-related harm by limiting promotion of unregulated services.

Players and fans should remain vigilant, as sponsorship deals do not guarantee operator legitimacy. Checking for UK Gambling Commission licensing remains essential before engaging with any gambling service.

More details on the consultation and the issue can be found in the original Guardian report. For wider context on illegal gambling promotions, see SBC News.

Players interested in staying informed about sports betting developments can visit our Betting section or learn more about UK gambling regulation in our UK category.

Priya Patel
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