Published on: May 8, 2026, 02:14h.
Updated on: May 8, 2026, 02:14h.
- Premier League teams will eliminate front-of-jersey gambling advertisements next season
- Entain advocates for a complete ban on ads from unlicensed gambling operators in the league
For many years, the Premier League has enjoyed a symbiotic relationship with the gambling industry, utilizing club jerseys and stadiums for prime advertising opportunities. However, significant changes are afoot in the world of soccer advertising.
Starting next season, clubs within the Premier League have opted for a self-imposed ban on front-of-jersey sponsorships by gambling firms. Sponsorships will still be allowed on sleeves, and in-stadium advertising will continue as usual.
This voluntary initiative emerges from rising rates of problem gambling among younger demographics in the UK, particularly among men. The goal is to reduce the visibility of gambling firms in England’s favorite sport.
Recently, the Independent Football Regulator (IFR) released its Second Licensing Regime Consultation. Entain, the parent company of Ladbrokes and Coral, has called on the IFR to enact a ban on sponsorships associated with unlicensed gambling entities.
Prohibit Illegal Gambling Operations
Entain CEO Stella David is advocating that Premier League clubs should not be permitted to engage with unlicensed gambling websites and apps.
Some of these businesses currently maintain sponsorship deals, such as the popular sweepstakes casino Stake, which backs Everton. Other notable gambling platforms without licenses from the UK Gambling Commission that have visibility in the Premier League include W88 (Sunderland), SBOTOP (Fulham), bj88 (Bournemouth), and 96.com (Burnley).
“Premier League clubs are being financially supported by illegal gambling firms. The Independent Football Regulator can remedy this immediately by simply acknowledging that unlicensed gambling companies targeting UK customers through English football are in violation of the law,” David stated.
The existing regulations prohibit clubs from accepting money related to serious criminal activities. David urges the IFR to reconsider its definition of criminal conduct to encompass unlicensed gambling operators.
“No new powers, legislation, or rules are needed for this change. We are simply asking the regulator to clearly define and apply this before the upcoming season. The IFR was established to address governance failures in English football, and this is one of those issues,” concluded David.
Entain’s Ladbrokes stands as the official betting partner for Liverpool. Meanwhile, Coral does not have affiliations with any Premier League teams but maintains an active advertising presence around the league.
Channel for Customer Engagement
David notes that illicit gaming operators heavily depend on soccer to attract new customers. His statement to the IFR points out that the sport is “one of the most effective acquisition channels for the black market.”
A recent independent study commissioned by the UK Betting and Gaming Council predicts that by the end of 2027, sponsorships from unlicensed gambling firms will make up more than half of all sports sponsorships in the UK. The research also estimated that unlicensed gambling entities are set to triple their advertising expenditures next year compared to their 2019 figures.