Entain and Industry Voices Push Independent Football Regulator to Restrict Unlicensed Gambling Deals in Premier League

Entain along with several other gambling operators has called on the Independent Football Regulator to stop Premier League clubs from entering sponsorship agreements with bookmakers that lack UK licences, and this request highlights ongoing issues around sponsorships that currently involve teams such as Everton, Sunderland, Fulham, Bournemouth and Burnley whose shirt deals feature unlicensed operators while 18 of the 20 clubs have run LED board advertisements for unlawful bookmakers throughout the current season.

Details of the Sponsorship Arrangements Under Scrutiny

Clubs maintain these partnerships because the unregulated market generates an estimated £4.3 billion each year in Britain, yet the same market raises documented concerns over tax evasion, targeting of vulnerable users and connections to illegal sports streaming services that operate outside any regulatory framework, and observers note that these factors create pressure for clearer rules as the Independent Football Regulator begins its oversight role.

Everton, Sunderland, Fulham, Bournemouth and Burnley stand out because their current shirt sponsorships sit with operators that hold no UK licence, which means those deals fall outside the tax and consumer protection standards applied to licensed firms, and data shows that similar arrangements have appeared on LED boards at matches involving 18 of the league's 20 teams this season so far.

Scale of the Unregulated Gambling Market

The £4.3 billion figure comes from activity that bypasses both licensing requirements and tax obligations, and researchers have tracked how this segment often reaches users who have already joined GamStop through targeted promotions that circumvent the self-exclusion system, while a 2025 Report on GamStop users targeted by unlicensed operators documented repeated contacts with individuals who had sought to limit their own access.

Illegal streaming services frequently bundle betting promotions with live matches that users cannot otherwise access legally, and this combination creates pathways that link unregulated gambling directly to broader concerns about consumer safety and revenue loss for both clubs and the Treasury.

Regulatory Context and Industry Response

The Independent Football Regulator received these representations from Entain and aligned companies at a time when football authorities continue to adjust their own sponsorship policies, yet the new body now holds powers that extend to commercial arrangements that affect the financial stability of clubs, and proponents of the restriction argue that licensed operators already meet higher standards for advertising, age verification and tax compliance that unlicensed firms routinely avoid.

Those who have studied the market point out that unlicensed operators can offer higher commission rates to clubs precisely because they operate without the same overheads, and this difference creates an uneven playing field that the regulator is now being asked to address through explicit prohibitions rather than voluntary guidelines.

In May 2026 further licensing reviews are scheduled that could tighten definitions around what constitutes an acceptable commercial partner, and several clubs have already begun internal discussions about transitioning existing deals to licensed alternatives ahead of any formal directive from the regulator.

Impact on Clubs and Supporters

Clubs such as Everton and Burnley rely on shirt sponsorship revenue to support squad investment and operational costs, yet the presence of unlicensed partners introduces reputational risks that extend beyond immediate financial gains, and supporters who encounter LED advertisements for unlawful bookmakers during matches receive repeated exposure that data links to increased engagement with unregulated sites.

Evidence from enforcement actions shows that some of these operators maintain links to offshore entities that evade UK tax rules while still targeting British audiences through digital and stadium channels, and this pattern has prompted the current calls for the Independent Football Regulator to draw a firm line that applies equally across the league.

Conclusion

The request from Entain and other licensed operators places the Independent Football Regulator in a position to set precedent on commercial sponsorship standards, and the facts around current deals involving Everton, Sunderland, Fulham, Bournemouth and Burnley together with the £4.3 billion unregulated market provide a clear basis for examining whether existing arrangements align with broader regulatory goals on tax compliance, consumer protection and the reduction of illegal streaming activity.