Entain has called on the UK government to ban unlicensed operator sponsorships immediately, warning that the planned August 2027 implementation will allow black-market brands to sponsor Premier League clubs for another full season. The Department for Culture, Media and Sport closed its consultation on 9 September.
Entain counts 11 of the league's 20 clubs currently tied to operators without a UK licence — more than the eight identified by the government. The deals cover sleeve, stadium and training-kit placement; front-of-shirt gambling ads were banned from the 2026–27 season. Last week Sunderland announced a multi-year partnership with crypto casino Shuffle as sleeve sponsor, despite the operator holding no British licence. Everton continues to carry the Stake logo even though the operator withdrew from the UK in early 2025 amid a Gambling Commission investigation. Other clubs with unlicensed partners include Chelsea (8XBet), Tottenham Hotspur (VSBet) and Nottingham Forest (FUN88).
H2 Gambling Capital forecasts UK black-market wagering will nearly double from £17 billion in 2025 to £33 billion by 2028. Entain argues offshore operators do not apply the same safer-gambling and AML standards as licensed firms. The group's research found over 80% of consumers cannot confidently distinguish a licensed operator from an unlicensed one.
Entain CEO Stella David demanded the ban take effect now. 'Clubs that signed new contracts with unlicensed operators knew the risks. The government made clear in February that the ban would come — it should happen immediately, even if clubs have to order new kits mid-season. Inconvenience is no reason for inaction,' she said. Entain noted that 22% of unlicensed-operator users first heard of the brands through social media and 13% through sponsorship. The company is pushing for the ban to extend to digital advertising, not just physical sponsorship.
