Entain Pushes Regulator to Classify Unlicensed Sponsorships as Criminal Conduct

Entain plc, the operator behind Ladbrokes and Coral, has formally asked the Independent Football Regulator to state outright that any unlicensed gambling firms sponsoring Premier League clubs are breaking existing criminal law, and the company wants that confirmation issued well before the 2026/27 season begins so enforcement can start without delay. The submission, made through the regulator’s licensing consultation, stresses that the UK’s black-market gambling sector continues to expand and that football sponsorship plus social-media campaigns give illegal operators direct access to large audiences, including those most at risk. The firm points out that current rules already prohibit unlicensed operators from advertising or sponsoring in Great Britain, yet several Premier League clubs still carry branding from companies without UK licences. Entain argues that spelling out the criminal nature of these arrangements would remove any remaining ambiguity and allow the regulator to act decisively once its powers come fully into force. Observers note that the 2026/27 timeline aligns with the expected rollout of the new licensing regime, giving clubs and the league a clear deadline to end such deals.

Scale of the Black Market and Targeted Audiences

Figures released alongside the submission show the black market has grown in both reach and sophistication, with illegal sites using football imagery and player endorsements to draw in users who might otherwise stay within the regulated system. Entain’s document highlights how these operators often focus on younger fans and those experiencing financial pressure, using the visibility that comes with Premier League sponsorship to normalise their presence. Data from GamStop records indicate that thousands of blocked users still encounter promotions from offshore sites through social channels tied to club partnerships, underscoring the enforcement gap the company wants closed.

The submission also calls on the Premier League itself to introduce a voluntary ban ahead of any statutory requirement. Entain notes that several other leagues have already moved to restrict gambling sponsors, and it suggests the Premier League could follow the same path without waiting for the regulator’s final rules. Club executives have so far remained silent on the request, though the league’s own consultation response is expected later this year.

Recommendations Submitted to the Licensing Consultation

Alongside the call for explicit confirmation of criminal conduct, Entain laid out three practical steps for the regulator’s licensing framework. First, any club sponsorship deal should require proof that the gambling partner holds a valid UK licence at the point of signing. Second, the regulator should publish an annual list of licensed operators permitted to sponsor so clubs can check compliance easily. Third, social-media monitoring should form part of the licensing conditions, with swift removal orders for posts that promote unlicensed brands through club channels.

These proposals sit within the broader licensing consultation that closes in the coming months, and Entain’s response forms one of the more detailed submissions received so far. The company has not asked for new legislation; instead it wants existing criminal prohibitions applied consistently across the football ecosystem. Regulators have acknowledged receipt of the document, and further meetings between Entain representatives and IFR staff are scheduled before summer recess.

Industry Context and Next Steps

Other major operators have yet to issue public statements on the same issue, although several have privately indicated they share concerns about an uneven playing field created by illegal sponsors. The Premier League’s current sponsorship code allows gambling partners provided they meet advertising standards, but it does not yet require UK licensing checks. Once the Independent Football Regulator gains formal powers, that gap is expected to narrow, and the May 2026 window gives both sides time to adjust contracts before the new season’s kit launches.

Entain’s intervention arrives at a moment when the regulator is still shaping its enforcement priorities, and the company’s emphasis on criminal conduct rather than mere regulatory breach marks a sharper tone than previous industry submissions. Whether the IFR adopts the language Entain proposes will become clearer when draft licensing guidance appears later this year. In the meantime the Premier League has the option to act voluntarily, an outcome the company has also requested in direct correspondence with league officials.

The Path Forward

With the 2026/27 season less than two years away, the timeline for decisions is tightening. Clubs holding existing deals with unlicensed operators face the prospect of having to renegotiate or terminate those contracts once the regulator issues its final position. Entain’s submission supplies both the legal framing and the practical recommendations the IFR needs to make that position clear and enforceable, and the coming months will show whether those recommendations translate into binding requirements.