Entain Calls on IFR to Ban Unlicensed Gambling Sponsors in Football

(AsiaGameHub) –   Entain has entered the debate over football betting sponsorships by urging the Independent Football Regulator (IFR) to prevent clubs from accepting funds from gambling operators lacking a UK licence.

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Good to Know

• Entain is calling on the IFR to act before the 2026–27 football season begins in August.
• The company considers unlicensed gambling sponsorship as amounting to serious criminal conduct.
• Entain submitted four recommendations related to club licensing, governance, and due diligence.

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Entain Presses IFR on Unlicensed Betting Sponsors

Entain is advocating for stricter controls on gambling sponsorships for English football clubs, particularly when operators do not possess a UK licence but still engage fans via club partnerships.

The owner of Ladbrokes and Coral issued this request following the closure of the IFR’s Second Licensing Consultation on Tuesday. The consultation outlined plans for a new licensing framework applicable to clubs across England’s top five football leagues.

Entain asked the IFR to clarify that club revenue derived from “serious criminal conduct” also includes income from sponsorship deals with unlicensed gambling companies. This phrase forms the core of Entain’s appeal.

CEO Stella David stated the regulator already possesses sufficient authority to intervene ahead of the upcoming season:

“Premier League clubs are currently sponsored by gambling firms engaged in criminal activity. The Independent Football Regulator could halt this immediately by recognising that unlicensed gambling companies targeting UK consumers through English football are violating the law—straightforward and unambiguous.

“The regulator does not require additional powers, new legislation, or even an entirely new rule to enforce this. In fact, it has already developed one. We are urging the regulator to define and implement it before the next season commences.”

Currently, the market permits overseas operators to sponsor UK teams indirectly through white-label agreements with locally licensed businesses. Entain also estimated that up to six operators without any UK licence or presence are sponsoring Premier League clubs.

Entain itself holds football sponsorship interests: Ladbrokes serves as Liverpool’s official betting partner, while Coral acts as Birmingham City’s UK partner.

In addition to its main demand, Entain provided the IFR with a fourth recommendation: clubs should include a board-level declaration in their annual submission confirming whether they have significant commercial relationships with UK-licensed gambling operators.

This annual declaration was established under the Football Governance Act 2025, which created the IFR last year and seeks to ensure club compliance.

Entain also recommended that the Football Club Corporate Governance Code treat reputational risks arising from commercial partnerships as a standard board responsibility. Furthermore, it requested the IFR publish general guidance for all licensed clubs regarding due diligence requirements and obligations associated with gambling partners.

This initiative comes amid ongoing instability at Entain, including the departure of board member Ricky Sandler, the termination of its agreement with Eminence Capital, and CEO Stella David continuing her leadership after multiple executive changes in recent years.