Entain Urges End to Sponsorship Deals with Unlicensed Bookmakers

(AsiaGameHub) –   Entain’s demand that the Independent Football Regulator (IFR) address partnerships with unlicensed betting companies has intensified the debate over gambling sponsorship in English football.

Entain Argues IFR Already Has Authority to Act Against Unlicensed Betting Sponsors

The operator, which owns major brands like Ladbrokes and Coral, submitted its stance during the regulator’s latest consultation on licensing rules for clubs across England’s top five divisions. The firm states that the IFR already holds sufficient powers under existing regulations to intervene, and no additional legislation or regulatory authority is necessary.

The crux of the issue lies in interpreting rules that prohibit clubs from profiting from criminal activity. For this reason, Entain believes the ban should be extended to sponsorship funds from companies without a domestic license—since UK law deems gambling operators acting this way to be operating illegally when serving British customers.

This discussion follows widespread exposure of unlicensed operators in the Premier League. This season, several clubs, including Everton, Fulham, and Bournemouth, have continued shirt sponsorship deals with betting firms not licensed in the UK. Stadium advertising boards have also promoted similar companies, with most clubs having featured such content at some point outside of their kits.

Shirt Ban Loophole Allows Unregulated Betting Sponsors to Remain Visible

While the league has agreed to ban gambling logos from the front of shirts starting next season, the measure has a limited scope. Clubs can still display betting brands in other locations, including on sleeves, meaning unregulated operators can still reach UK audiences.

Entain has also highlighted broader risks linked to this issue. The firm points to a strong connection between illegal match streaming and the promotion of unlicensed bookmakers. A large majority of pirated broadcasts are said to carry ads for these platforms, raising concerns about potential damage to the league’s billion-pound media rights deals.

The scale of the unregulated gambling market underscores the urgency of the issue. Industry estimates suggest millions of UK consumers gamble online with unlicensed operators, generating billions in annual turnover. Analysts have also warned that the lack of safeguards means these operators prey on vulnerable individuals, including those who have opted out of regulated gambling services.

Data showing that minors may be using these platforms has also led to increased scrutiny. Meanwhile, new tax hikes on licensed gambling operators have sparked fears that higher costs could inadvertently push more users toward unregulated options.