Stella David, Chief Executive of Entain, has urged the Premier League to impose an immediate ban on the sponsorship and advertising of unlicensed gambling operators, warning that the top-tier of English football cannot be “a shop window for the black market”.
In a strongly worded letter to Premier League counterpart Richard Masters, Entain’s CEO calls for an immediate intervention on clubs that hold sponsorship/advertising partnerships with unlicensed operators. Their presence and visibility on front of shirts, sleeves and LED perimeter boards exposes football audiences to harm.
“It cannot be right that clubs competing in the world’s most watched football league are promoting gambling brands that do not hold a UK licence. These operators do not contribute to British sport, they do not pay UK gambling duties, and they do not uphold the standards of player protection that our regulated market is built upon.”
Her remarks come amid growing concern over the expansion of the illegal online gambling sector. A recent report by Yield Sec found that black market operators have more than quadrupled their share of the UK online market in recent years.
Citing this research, David observed that the black market has grown from 2% of the online market in 2022 to 9% in 2025. She added: “The Betting and Gaming Council (BGC) estimates that UK consumers stake £2.7bn a year online with unregulated operators.”
Masters was questioned as to how the Premier League has come to such a brazen scenario as “On Saturday 28 February, Bournemouth host Sunderland in what can only be described as a “black market derby”, with both teams sporting gambling sponsors on their shirts that do not hold UK licences.
“It exemplifies the rise of black market gambling in the UK, the Premier League’s complicity in it, and the very real harms at stake.”
Industry needs results not words, says Entain
Entain’s leader welcomed Culture Secretary Lisa Nandy’s commitment to review gambling advertising arrangements and the government’s decision to consult on imposing a blanket ban covering unlicensed operators.
However, she warned that consultation timelines cannot become an excuse for inaction.
“We welcome the government’s commitment to review this area, and Lisa Nandy has been clear that protecting consumers is a priority. But while a consultation runs its course, clubs are ordering next season’s kits and commercial deals are being signed. The Premier League does not need to wait — it can act now.”
DCMS’ forthcoming spring consultation will review all forms of gambling sponsorship in sports to strengthen consumer protections. Nandy stated that sports sponsorship rights should be reserved for businesses that follow UK law and compliance.
The Premier League’s voluntary agreement to withdraw front-of-shirt gambling sponsors from the 2026/27 season is a welcomed measure, but will be undermined should clubs be allowed to continue to promote on sleeves or LED perimeter boards.
“A partial solution is not a solution. If we are serious about protecting the integrity of British sport and directing consumers toward safe, regulated environments, then there must be a comprehensive ban on all sponsorship and advertising partnerships with unlicensed gambling operators.”
Unlicensed ads rub salt in tax wound
Since the 2019/20 season, Entain has withdrawn from participating in any form of sponsorship of English and Scottish football. The decision was led by Entain’s early termination of Ladbrokes former headline sponsorship of the Scottish Professional Football League (SPFL) and Scottish Premiership (SPL).
Entain, alongside other UK gambling PLCs, have undertaken stringent commitment on marketing conduct and coverage in recent times – efforts that are undermined by the Premier League’s inertia to ban unlicensed sponsorships.
David concluded her direct appeal: “This is a question of leadership. The regulated sector stands ready to support sport in a responsible way. The Premier League must now decide what side it is on.”
The business, as well as fellow London-listed companies Flutter Entertainment and Evoke, confirmed intentions to cut down on marketing following Rachel Reeves’ Autumn Budget.
Seeing unlicensed operators take centre stage on the kits of some of English football’s biggest names will have surely only stoked the fire for David, who has had to be diligent when it comes to sponsorship deals.
This diligence was seen in plain sight when Entain’s Coral confirmed it would be severing ties with the Coral Cup at the Cheltenham Festival after 52 years.