Entain Pushes for Ban on Unlicensed Gambling Deals in English Football
Entain plc, the company behind Ladbrokes and Coral, has called on the newly formed Independent Football Regulator to stop English clubs from taking sponsorship money from gambling firms that operate without a licence, and the move arrives as higher taxes on legal betting firms create space for illegal operators to expand their reach.
The company sent a formal letter to Premier League chief executive Richard Masters asking for an immediate voluntary agreement among clubs that would end such partnerships and advertising before the 2026/27 season begins, a step that would align with the regulator's expected powers to oversee commercial arrangements in the sport.
Background on the Request
Entain framed the request as a direct response to rising competition from offshore and unlicensed betting platforms that avoid UK tax obligations, platforms that can offer bigger marketing budgets because they face lower costs. Observers note that legal operators pay a 15 per cent remote gaming duty plus other levies, while unlicensed sites often operate from jurisdictions with lighter rules, allowing them to sponsor clubs at rates that licensed companies find harder to match.
Data from industry monitoring groups shows illegal operators have increased their visibility in English football over the past two seasons, particularly through social media campaigns and unofficial partnerships that bypass the Gambling Commission’s advertising codes. Entain’s letter points to this trend as evidence that clubs need clearer boundaries before the regulator’s full rulebook takes effect.
Details of the Correspondence
The letter to Richard Masters proposes that Premier League clubs agree not to renew or sign new deals with any gambling brand that lacks a UK licence, a voluntary step that could take effect ahead of the 2026/27 campaign when the Independent Football Regulator is expected to begin licensing and monitoring club commercial activities. Entain argues that such a ban would reduce the financial incentive for clubs to engage with operators that sit outside the regulated market.
Company representatives highlighted that the proposed restriction would apply only to unlicensed entities, leaving room for properly licensed UK betting firms to continue existing relationships under the existing rules. The approach mirrors similar voluntary measures already adopted in other sports leagues where governing bodies have asked clubs to avoid certain categories of sponsor until formal regulation arrives.
Regulatory Context and Timeline
The Independent Football Regulator was established through legislation passed in 2024 and began its shadow operations in early 2025, with full statutory powers scheduled to commence during the 2025/26 season. By May 2026 the regulator is expected to publish its first set of guidance on commercial partnerships, including sponsorship criteria that clubs must meet to remain compliant. Entain’s request positions the voluntary ban as an interim measure that could be formalised once those rules are in place.
Figures released by the Gambling Commission indicate that complaints about unlicensed betting sites rose by 22 per cent in the twelve months to March 2025, with a notable share of those reports linked to promotions seen during live football broadcasts. The commission has welcomed industry-led initiatives that reduce the visibility of non-compliant operators while it works with the new football regulator on enforcement protocols.
Industry Response and Market Impact
Other licensed betting groups have not yet issued public statements on the Entain proposal, though several have privately indicated support for measures that level the playing field against offshore competitors. Club finance directors, meanwhile, have pointed out that gambling sponsorships remain among the highest-value commercial deals available outside shirt sponsorship, which makes any voluntary restriction a significant financial consideration ahead of the 2026/27 season.
Projections on unlicensed gambling sponsorship in UK sports suggest that up to 18 per cent of current football betting partnerships could shift to unregulated operators if no additional controls are introduced before the regulator’s rules apply. Entain’s letter references these estimates to underline the urgency of coordinated action by the Premier League and the Independent Football Regulator.
Conclusion
The correspondence from Entain marks the first major public intervention by a licensed gambling operator since the Independent Football Regulator received its legal footing, and it sets out a concrete timeline for clubs and the league to consider before the 2026/27 season opens. The request focuses strictly on unlicensed entities and leaves existing arrangements with regulated firms untouched until formal guidance emerges. As the regulator prepares its commercial partnership framework, the outcome of the voluntary ban proposal will determine how quickly English football aligns its sponsorship standards with the broader licensing regime already enforced by the Gambling Commission.