Entain CEO Stella David has called for football clubs in Great Britain to voluntarily end any sponsorship or advertising deals with unlicensed operators.
On Wednesday, 15 July, the Department for Culture, Media and Sport announced it was opening an eight-week consultation, running until 9 September 2026, exploring the possibility of completely banning unlicensed operators from sponsorship deals in British sport.
Through the introduction of secondary legislation, the ban would apply to pitchside billboards, tournament programmes, kit and equipment sponsorships, venue infrastructure and the naming of events, leagues and venues.
The DCMS proposed two timelines for a possible ban, one of which would see the legislation come effect on a fixed date in August 2027, before the start of the 2027-28 football season.
The alternate proposal was for the ban to be applied to any unlicensed operator advertising or making new sponsorship contracts following the introduction of the legislation.
Any existing contracts would be allowed to conclude under their original terms, provided said contracts do not extend beyond the beginning of August 2028.
However, David has suggested that organisations in Great Britain take a more proactive approach and put an end to unlicensed sponsorships on their own terms.
David said: “We welcome the launch of this consultation, which was expected earlier this year and represents another important step forward in tackling illegal gambling.
“Unlicensed gambling operators are often little more than fronts for organised crime. They target vulnerable consumers, pay no UK tax and ignore safeguards licensed operators must provide. The government has rightly recognised that these sponsorship arrangements create risks for consumers and for sport.
“Given that principle has now been established, we believe clubs, leagues and governing bodies should act immediately and voluntarily end relationships with unlicensed operators rather than wait for legislation to compel them to do so.
“The government and the Gambling Commission should follow the example set by the Financial Conduct Authority, which has separately written to sporting bodies about unregulated crypto companies – warning that sponsorship deals could be rendered worthless within months.”
The DCMS stated that the objectives of the consultation are to protect customers, defend the integrity of the gambling market in Great Britain, and to remove money laundering vulnerabilities within football clubs.
A precedent has already been set for sports teams coming together to voluntarily ban gambling related sponsorships, with Premier League teams entering such an agreement in 2023.
The front-of-shirt gambling sponsorship ban has now come into effect in the run up to the 2026-27 Premier League season.
Operators are still permitted to advertise on shirt sleeves and pitch-side LED boards, with AFC Bournemouth the most recent team to take advantage of the new rules by announcing a sleeve sponsorship agreement with MrQ.
David added: “Today’s consultation represents a significant step forward, but it also highlights the need for a broader strategy. The government has correctly identified the risks associated with unlicensed gambling sponsorship in sport, yet many of these same operators continue to reach consumers through online channels.
“Sponsorship restrictions should not become a substitute for tackling the wider digital ecosystem that enables illegal gambling operators to grow their presence in Great Britain.”
Entain confirmed it has written directly to Premier League CEO Richard Masters, “urging an immediate, voluntary ban on sponsorship and advertising by all unlicensed operators, beginning with LED perimeter boards, ahead of the 2026-27 season”.
The operator has also reached out to David Kogan OBE, chair of the Independent Football Regulator, “setting out the governance and licensing reforms the IFR should adopt to address the illegal market’s use of English football as a shop window for potential criminality”.
David had previously urged the IFR to stop English football clubs from accepting illegal gambling sponsorships back in May.
The post Entain CEO calls for immediate unlicensed sponsorship ban following government consultation first appeared on EGR Intel.
Stella David urges clubs, leagues and governing bodies to voluntarily end associations with offshore operators now “rather than wait for legislation to compel them to do so”
The post Entain CEO calls for immediate unlicensed sponsorship ban following government consultation first appeared on EGR Intel.