A major push is underway to prevent Premier League clubs from profiting from gambling companies that operate without a UK license. The call comes from Entain, the betting giant behind Ladbrokes and Coral, which has formally asked the Independent Football Regulator (IFR) to clarify its rules and block such commercial deals.
The issue is widespread. This season, clubs like Fulham, Sunderland, Everton, Bournemouth, and Burnley have worn shirts sponsored by operators like SBOTOP, W88, Stake, bj88, and 96.com, none of which hold a UK license. Furthermore, 18 of the 20 top-flight clubs have displayed advertising for these unlicensed firms on their stadium LED boards.
While the Premier League is voluntarily banning front-of-shirt gambling sponsorships from next season, it is not addressing the broader unlicensed market. This market is substantial, generating an estimated £4.3 billion annually in Britain. Entain argues that allowing these deals creates a dangerous link between sports piracy and illegal gambling, which could undermine the league's lucrative broadcast model worth over £12 billion.
The problem extends beyond lost revenue for licensed operators. Unlicensed sites do not pay UK taxes and are not subject to consumer protection regulations. Evidence suggests they actively target vulnerable individuals, including the 67% of self-excluded GamStop users who reported being targeted by their advertising last year. A separate study estimated that 420,000 British schoolchildren are gambling with these unlicensed operators.
Entain's submission is part of the IFR's second consultation on its licensing regime for the top five tiers of English men's football. The regulator's draft code prohibits clubs from accepting income "connected to serious criminal conduct." Entain is seeking confirmation that this clause covers operators who, under the Gambling Act 2005, commit a criminal offense by accepting bets from UK consumers without a license.
The Premier League and its clubs have historically opposed the IFR's creation, warning of "mission creep." The regulator is also facing separate calls from anti-discrimination group Kick It Out to strengthen its governance code regarding diversity and inclusion targets. Based on reporting from Football | The Guardian.
