Key Moments:
- Entain urges British sports bodies to end partnerships with unlicensed gambling firms before legal mandates are in place
- Turnover from illegal operators is projected to surge from £5 billion in 2019 to £16.6 billion in 2025
- Separate analyses predict unregulated firms may account for nearly half of gambling advertising spend in 2026/27
Entain Advocates for Preemptive Action
Entain has called upon football authorities in the United Kingdom to proactively halt commercial deals with unlicensed betting operators rather than waiting for legislation to take effect. The company is backing the UK Government’s recent consultation focused on sponsorship bans involving unregulated gambling businesses, asserting that the threat has become too large for delayed action. Entain is urging organizations including the Premier League, sports governing bodies, and clubs to voluntarily implement a ban ahead of the 2026/27 season.
Concerns Over Rising Illegality
The company argues that illegitimate operators leverage prominent sports partnerships to enhance their reputation with British fans, all while evading UK regulatory oversight and tax obligations. Entain claims these firms also sidestep consumer protection requirements and pose broader threats linked to organized criminal activities.
In Entain’s view, the upcoming restrictions must address more than just shirt sponsorships. Assets such as LED perimeter boards, digital campaigns, and other commercial advertising should also be included, as limiting intervention to only the most obvious sponsorships could expose loopholes.
Illegal Gambling Market Expansion
Recent data highlights the rapid expansion of illegal gambling in the UK. Research by H2 Gambling Capital indicates that turnover generated by unlicensed operators has climbed from £5 billion in 2019 to £16.6 billion in 2025, with forecasts pointing toward further growth. Additional analysis for the Betting and Gaming Council suggests that unregulated businesses could represent close to half of total gambling advertising expenditure aimed at UK consumers during the 2026/27 period, with increasing spend anticipated.
| Year | Illegal Operator Turnover (£ billion) |
|---|---|
| 2019 | 5 |
| 2025 | 16.6 |
Challenges in Digital Promotion
Entain highlights that visibility in sport is only a portion of the overall concern. The company’s research points to extensive marketing networks created by illegal operators, including activity across social media, affiliates, influencers, tipsters, and streaming platforms. These channels allow unregulated firms to connect with wide audiences, including under-18 users, without holding UK licenses.
Strengthening Enforcement Efforts
The Government has launched additional initiatives beyond sponsorship restrictions. Earlier in the year, the Department for Culture, Media and Sport established an Illegal Gambling Taskforce that collaborates with technology giants, payment processors, advertisers, and social media firms to block access to unlicensed gambling operators. Entain maintains that enforcement must be intensified, particularly when digital services enable continued advertising, payment processing, or customer acquisition for illegal businesses.
The company referenced other regulatory action, noting instances where the Financial Conduct Authority warned sporting bodies about unregulated crypto sponsorships, and expressed that similar urgency is warranted for gambling-related partnerships.
Direct Communications With Sports Leadership
Along with its public statements, Entain has reached out to Premier League CEO Richard Masters to request an immediate voluntary ban on sponsorship and advertising by unlicensed operators, starting with LED perimeter advertising before the 2026/27 season commences.
A second letter was delivered to David Kogan, chair of the Independent Football Regulator, laying out proposed governance and licensing reforms to reduce the chances of illegal gambling operators leveraging English football to attract British customers.
Call for Immediate Industry Action
While the Government’s consultation is expected to inform forthcoming legislation, Entain continues to press sports organizations to implement these changes without delay. The company contends that the dangers posed by unlicensed gambling entities are already apparent, warranting swift voluntary measures ahead of any formal statutory requirements.
- Author
Daniel Williams
