Entain urges new football regulator to ban sponsorship by unlicensed gambling firms

(AsiaGameHub) –   The operator is urging the IFR to accelerate a proposed ban on partnerships with companies that lack Gambling Commission licenses.

UK.- The FTSE-listed gambling firm Entain has renewed its call for action against the promotion of unlicensed gambling in English football. It has appealed to the newly formed Independent Football Regulator (IFR) to advocate for a prohibition on sponsorship agreements with unlicensed gambling operators.

The British government’s Department for Culture, Media and Sport (DCMS) has already indicated its intention to introduce such a ban. In February, it announced plans to launch a consultation during spring, but this has not yet taken place, prompting Entain to pursue alternative channels to advance its position. CEO Stella David had previously urged Premier League chief Richard Masters to address the issue.

Concerns over the visibility of unlicensed operators in English sports—particularly within the Premier League—have been raised across the political spectrum. While broader industry-wide matters typically fall under the remit of the lobby group Betting and Gaming Council, Entain is positioning itself as a prominent voice on this specific matter, having made combating the black market a central focus of its 2026 corporate strategy.

The Premier League voluntarily committed to removing gambling branding from the front of team shirts starting from the upcoming season. However, under this voluntary pledge, gambling sponsorship remains allowed in other areas, such as on shirt sleeves.

The DCMS has acknowledged that this approach still permits unlicensed operators to maintain a “significant presence in the nation’s most-watched sports league.” It stated in February that it would propose regulations restricting sponsorship exclusively to Gambling Commission-licensed entities, but Entain is pushing for quicker implementation ahead of the new season’s start in August.

“Premier League clubs are being sponsored by criminal gambling organizations,” David told the IFR. “The Independent Football Regulator can end this immediately by simply recognizing that unlicensed gambling companies targeting UK consumers through English football are violating the law—plain and simple.”

The IFR was established under the 2025 Football Governance Act. During the bill’s passage, there was an effort to include a comprehensive ban on all gambling sponsorships, but lawmakers ultimately concluded that such a restriction would require separate legislation.

It remains uncertain whether the IFR will engage in the sponsorship debate at all; however, Entain highlights the regulator’s mandate to prevent clubs from accepting funds linked to criminal conduct. The company argues that unlicensed firms contravene the 2005 Gambling Act whenever UK customers place wagers with them.

The firm, which owns Ladbrokes and Cora, has submitted four requests to the IFR. It seeks confirmation that income derived from unlicensed operators constitutes proceeds associated with serious misconduct, and calls for directors to verify the licensing status of gambling partners. Additionally, it is requesting the introduction of a new governance code requiring boards to treat reputational risks arising from commercial partnerships as a formal governance concern, along with general guidance regarding gambling-related sponsorships.

“The regulator does not require any additional powers, new laws, or even a fresh rule to enact this change. In fact, one has already been drafted,” David remarked. “We are asking the regulator to clarify and enforce it before the next season commences. The IFR was created to correct longstanding governance failures in English football. This represents one such failure.”

While Entain’s brands have refrained from front-of-shirt sponsorships, they do maintain other commercial ties—such as Ladbrokes’ partnership with Liverpool. Unlicensed operators continued to feature prominently throughout last season, including some that lost their UK licenses following TGP Europe’s closure. These firms sustain their arrangements by demonstrating that their websites are inaccessible to UK visitors.