Entain Pushes Regulator to Curb Unlicensed Gambling Deals in English Football

Entain plc, the company behind Ladbrokes and Coral, has written directly to the new Independent Football Regulator and Premier League chief executive Richard Masters, calling for an end to sponsorship arrangements with unlicensed gambling operators across English clubs. The request arrives as higher taxes on legal betting create space for illegal operators to expand their reach through unofficial advertising channels.

Details of the Formal Requests

The operator outlined two clear steps in its correspondence. First, Entain asked the Independent Football Regulator to introduce rules that stop clubs from accepting sponsorship money from any gambling business operating without a UK licence. Second, the firm sent a separate letter to Richard Masters urging the Premier League to adopt a voluntary ban on such deals and related advertising ahead of the 2026/27 season. Both moves target the growing presence of unregulated betting sites that promote themselves around football matches without paying the taxes or meeting teh compliance standards required of licensed operators.

Background on the Tax Pressure

Recent increases in betting duties have raised costs for companies that hold UK licences, while illegal sites avoid those payments entirely. Observers note that this cost gap allows unlicensed operators to offer larger marketing budgets to clubs and sponsors. Entain highlighted that clubs currently face limited restrictions when choosing commercial partners in the gambling sector, and the company argued that new regulatory powers could close this loophole before the next broadcast cycle begins in 2026/27.

Timing and Industry Context

The letters coincide with the regulator’s early work establishing its oversight role over English football finances and governance. Entain positioned its proposals as practical measures that could be implemented quickly through existing league structures while the regulator develops longer-term rules. The 2026/27 season serves as a clear deadline in the correspondence because many current sponsorship contracts are expected to come up for renewal around that time, giving leagues and clubs a natural window to adjust their commercial policies.

Potential Effects on Clubs and Sponsors

Clubs that currently carry sponsorships from unregulated operators would need to review those agreements if the voluntary ban or new regulator rules take effect. Licensed operators such as Entain would gain a more level playing field, since they already meet advertising standards and tax obligations that illegal sites ignore. Data on sponsorship values shows football remains the largest single category for gambling marketing in the UK, which explains why both sides of the debate watch any policy shift closely.

Next Steps for the Regulator and League

The Independent Football Regulator now has the letters on record as it builds its enforcement framework. The Premier League has not yet issued a public response to the request for a voluntary ban, but discussions are expected during upcoming commercial and governance meetings. Any decision made before the 2026/27 season would affect shirt sponsorships, pitch-side advertising, and digital promotions that appear during live matches and highlights packages.

Conclusion

Entain’s direct appeal to both the new regulator and the Premier League marks a targeted attempt to address unlicensed gambling sponsorships through existing football structures. The correspondence sets out a timeline tied to the 2026/27 season and focuses on the competitive imbalance created by tax differences between licensed and illegal operators. Further announcements from the regulator or the league will determine whether these recommendations translate into formal policy changes.