Entain, the owner of Ladbrokes and Coral, has put the issue into the Independent Football Regulator’s licensing debate. In its submission, Entain notes that the IFR already has a route to act through draft rules regarding club revenues linked to serious criminal conduct.
The argument raised by Entain might have an impact on how the clubs verify their sponsors. Entain would like the IFR to clarify whether gambling operators that accept bets from British consumers without a license fall under that rule.
Why Entain Wants Faster Action
The voluntary ban on front-of-shirt gambling sponsorship by the Premier League is to come into effect from the 2026/27 season onwards. However, this does not mean there are no other ways of reaching out to football audiences.
Operators can gain visibility through avenues like sleeve branding and stadium advertising, where those routes remain available. According to Entain, this allows unlicensed gambling brands to market themselves through English football.
The UK government has already declared its intention to consult on a ban on unlicensed gambling sponsorship across British sports. Entain’s position is that IFR should not await such developments.
What Entain Asked For
Entain’s proposal does not just provide a general caution against clubs. It wants the process to be formalized within football governance.
Specifically, the company called for annual board declarations regarding the license status of their gambling partners. It also wants clubs to treat reputational risk from commercial partnerships as a standing governance responsibility. Another request covers general guidelines for all licensed clubs to avoid a case-by-case basis for due diligence.
The aim is to move sponsor checks beyond a standard commercial review. In effect, the club would be able to show proof that the board has considered license status, consumer risk, and potential exposure to unlawful activity.
Black Market Risk Shapes the Debate
The argument arises following increased political scrutiny of the UK’s illegal gambling market. Frontier Economics’ research, conducted on behalf of the Betting and Gaming Council, estimates that 1.5 million people from the UK wager £4.3 billion annually with illegal operators.
Further, Entain cites the contribution of social media, VPNs, cryptocurrency wallets, and football in helping offshore operators reach the UK market. A sponsor can place its name on the player’s jersey or the club’s LED screen, and gain recognition as a reputable brand despite operating outside the UK licensing framework.
What Comes Next
The next question is how far the IFR wants to go. If it treats sponsor due diligence as part of club governance, Premier League teams may need to review gambling deals before the government finishes its own consultation. That would turn a long-running marketing concern into a live compliance issue for football boards.
