Entain CEO Urges Premier League Action Against Unlicensed Gambling Adverts Amidst Government Scrutiny

The United Kingdom's gambling advertising landscape is undergoing significant scrutiny, with governmental initiatives aimed at tighter regulation. This comes as a new policy regarding front-of-shirt sponsorships in the Premier League is set to take effect following the conclusion of the current season, restricting gambling firms from this prominent advertising space. While sleeve sponsorships remain an option for betting companies, a more critical concern has emerged regarding the advertising practices of operators lacking proper UK licensing, which have increasingly permeated domestic and international broadcasts of Premier League matches.

Stella David, the Chief Executive Officer of Entain, has joined the chorus of voices criticizing the pervasive presence of advertising by offshore, unlicensed sportsbooks and gambling platforms within the UK market. David expressed her firm disapproval of this trend, highlighting its potential detriment to consumers and the integrity of the sport.

In a pointed statement issued on February 28, David specifically referenced a match between Bournemouth and Sunderland, labelling it a "black market derby." Her reasoning stemmed from both teams displaying logos of gambling sponsors that do not hold UK operating licenses on their shirts. This, she argued, serves as a stark illustration of the expanding influence of unregulated gambling in the UK and implicates the Premier League in tacitly endorsing such arrangements. David further suggested that the league might have lobbied the Department for Culture, Media and Sport to permit these types of partnerships to continue.

Entain's CEO unequivocally welcomed the government's announced public consultation focused on eradicating these illicit advertisements. However, she tempered this support with a caution that any subsequent enforcement measures could span several months. This anticipated delay, David asserted, underscores the urgency for the Premier League to intervene proactively. She challenged the league's commitment to preventing illegal gambling from being normalized through advertising partnerships, urging them to lead by example.

David affirmed Entain's dedication to upholding the interests of fans and the integrity of sport, advocating for responsible and regulated gambling practices. She concluded her appeal by pressing the Premier League to implement a comprehensive ban on all sponsorship and advertising deals with unlicensed gambling operators in the UK. Specifically, she called for an immediate prohibition on LED perimeter board advertising, to be followed by a complete ban on all clothing sponsorships from the 2026/2027 season onwards.