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Entain has added a fresh front to the debate around football betting sponsorships, urging the Independent Football Regulator to stop clubs from taking money from gambling operators that do not hold a UK licence.
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Entain wants English football clubs to face tighter limits on gambling sponsorships, especially where operators lack a UK licence but still reach fans through club deals.
The Ladbrokes and Coral owner made the call after the Independent Football Regulator closed its Second Licensing Consultation on Tuesday. The process focuses on a new licensing regime for clubs across the top five leagues of English football.
Entain asked the IFR to confirm that club income linked to “serious criminal conduct” also covers sponsorship money from unlicensed gambling firms. That wording sits at the center of the company request.
CEO Stella David said the regulator already has enough authority to act before the new season:
“Premier League clubs are being sponsored by criminal gambling firms. The Independent Football Regulator can stop this tomorrow by simply acknowledging that unlicensed gambling companies targeting UK customers through English football are breaking the law – plain and simple.
“The regulator does not need any new powers, new legislation, or even a new rule to make this happen. In fact, it has already drafted one. We are asking the regulator to define and apply it before the next season begins.”
The current market still leaves room for overseas operators. Some companies without a direct local licence can sponsor UK teams through white label agreements with UK licensed businesses. Entain also said as many as six operators with no UK licence or presence sponsor Premier League clubs.
Entain has its own football sponsorship interests. Ladbrokes serves as official betting partner of Liverpool, while Coral works as UK partner of Birmingham City.
Alongside the main request, Entain gave the IFR three more recommendations. It wants clubs to add a board attestation to the annual declaration, confirming whether they hold major commercial deals with UK licensed gambling operators.
That annual declaration came through the Football Governance Act 2025, which created the IFR last year and aims to keep clubs compliant.
Entain also wants the Football Club Corporate Governance Code to treat reputational risk from commercial partnerships as a regular board responsibility. In addition, it asked the IFR to publish general guidance for all licensed clubs on due diligence and obligations tied to gambling partners.
The message lands during another unsettled period for Entain. Ricky Sandler has left the board, the company has ended its agreement with Eminence Capital, and Stella David continues to lead after several CEO changes in recent years.