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Entain has asked UK sports bodies to drop gambling sponsors that lack a Gambling Commission licence before the government introduces new rules.
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Entain Chief Executive Officer Stella David said clubs, leagues and governing bodies should not wait for legislation, which may require parliamentary approval and is unlikely to take effect before the end of 2026.
David urged sports bodies to “act immediately and voluntarily end relationships with unlicensed operators rather than wait for legislation to compel them to do so.”
Entain owns Ladbrokes and Coral. David said unlicensed gambling companies avoid UK taxes, lack required consumer protections and may have links to organized crime.
The company has written to Premier League Chief Executive Richard Masters, Independent Football Regulator Chair David Kogan OBE and six football clubs over commercial links with unlicensed operators.
Premier League clubs will remove front of shirt gambling sponsors from the 2026/27 season. However, brands can still appear in other kit positions. Everton is expected to retain Stake as a sleeve sponsor.
Research from the Betting and Gaming Council and World Advertising Research Centre projects that unregulated brands will overtake licensed gambling companies in UK advertising spend by 2028. Separate BGC research put current spending at about £800 million.
H2GC estimated that illegal gambling turnover increased from £5 billion in 2019 to £16.6 billion in 2025. The total could double again by 2028.
Entain also found fake betting websites, cloned brands and unlicensed promotions across social media, streaming services, influencers and affiliate channels during the World Cup. Some advertising reached people under age 18.
David also asked the government and Gambling Commission to follow the Financial Conduct Authority, “which has separately written to sporting bodies about unregulated crypto companies.”
The UK government created an Illegal Gambling Taskforce in January with operators, payment companies, advertisers, technology groups and social media platforms.
Entain said the taskforce has “an opportunity to move beyond discussion and deliver practical enforcement measures.”
David warned that sponsorship rules alone will not stop offshore gambling promotion across digital channels.
“Sponsorship restrictions should not become a substitute for tackling the wider digital ecosystem that enables illegal gambling operators to grow their presence in Great Britain.”