Pressure is mounting on Premier League clubs as the government considers rules that could ban sponsorship deals with unlicensed gambling operators.
Gambling company Entain has urged 10 Premier League clubs to reconsider sponsorship deals with unlicensed gambling operators.
The gambling group, which owns well-known brands such as Ladbrokes and BetMGM, wrote to clubs including Everton, Chelsea, Newcastle United and Tottenham Hotspur ahead of today’s deadline (9 September) for responses to the Department for Culture, Media and Sport consultation.
DCMS launched the consultation in July and is considering legislation that would prevent unlicensed gambling companies from sponsoring or advertising with sports organisations in Great Britain.
Entain claims half of the Premier League has some form of sponsorship or advertising agreement involving a gambling company that does not hold a UK Gambling Commission licence.
In a letter to Angus Kinnear, CEO of Everton, Charles Kovats, Group Deputy General Counsel at Entain, warned the club that the government proposals could mean it needs to rethink its Stake partnership.
“As the Government’s consultation draws to a close on September 9th, I would urge Everton to rethink its commitment to a promotional agreement that could be a criminal offence in less than twelve months,” Kovats wrote.
A step up from front-of-shirts
Gambling brands – regulated and unregulated – were removed from the front of matchday shirts at the start of the 2026/27 season following a voluntary agreement between Premier League clubs.
Since the ruling took effect, betting brands have moved to sleeves, training wear, perimeter advertising and other partnership assets that aren’t covered by the ban. Manchester United, for instance, made Betway its training kit partner in a record deal last month.
However, Entain’s concern is directed at unregulated betting brands, which have also taken up a lot of secondary assets.
The company identifies Stake at Everton, SBOTOP at Fulham, FUN88 at Nottingham Forest, VSBet at Tottenham and Chexx.bet at Crystal Palace, as well as 8XBet, which appears on advertising assets at five Premier League clubs, including Chelsea, Newcastle, Aston Villa and Ipswich Town.
The company states that these agreements provide unlicensed operators with significant exposure to UK audiences despite the brands not being permitted to offer gambling services legally in Great Britain.
DCMS has raised similar concerns, noting that current rules allow overseas-facing operators to advertise through British sport provided their services cannot be accessed by consumers in Great Britain. The government believes the use of VPNs has weakened barriers to entry.
Another Premier League sponsorship change inbound
The consultation could force another adjustment to the Premier League sponsorship market only months after clubs removed gambling brands from the front of shirts.
If the government proceeds, clubs would be prevented from entering sponsorship or advertising agreements with operators that do not hold a Gambling Commission licence, potentially affecting sleeves, perimeter boards, training wear and other commercial assets.
It would be a significant loss of revenue for teams and exposure for brands. Offshore gambling brands use partnerships with Premier League clubs to reach audiences in other international markets, with the competition offering global visibility.
There’s technology available that allows perimeter advertising shown on television to differ depending on where a viewer is watching from. This means clubs can sell the same inventory to different brands across different territories.
However, the examples raised by Entain appear to involve sponsorship assets that are still visible to UK audiences.
If the Premier League or its clubs push back against an outright ban, this could leave room for a more targeted approach focused on how overseas gambling partnerships are activated and where their branding is visible.
This would allow clubs to retain relationships in international markets while preventing unlicensed operators from gaining exposure to domestic fans.
