Entain Engages Premier League Clubs in Push Against Unlicensed Gambling Ads

(AsiaGameHub) –   The gambling giant’s general counsel has written to six Premier League clubs seeking a commitment to partner exclusively with UK-licensed operators.

UK.- The UK’s regulated gambling industry has been advocating for stronger measures against unlicensed gambling amid the recent increase in Remote Gaming Duty. It also aims to prevent renewed calls for tighter restrictions on gambling advertisements and sports sponsorship, which persist despite regulatory changes introduced since the 2023 Gambling White Paper.

Several major operators believe that ending sponsorship agreements with unlicensed firms could help achieve this goal. The British government’s Department for Culture, Media and Sport has already indicated its intention to propose such a ban. In February, it announced plans for a consultation in spring, though none has taken place yet, making it increasingly unlikely that a ban will be implemented before the next season.

In the interim, Entain has pursued alternative strategies. CEO Stella David has called on Premier League chief Richard Masters to address the issue, while the company—owner of Coral and Ladbrokes—has also reached out to the newly established Independent Football Regulator (IFR) to recommend that it tackle the matter.

Now, Entain’s general counsel, Simon Zinger, has sent open letters directly to six Premier League clubs: Burnley, Bournemouth, Fulham, Everton, Sunderland, and Wolverhampton Wanderers. These clubs are currently sponsored by 96.com, BJ88, SBOTOP, Stake, W88, and DEBET.

These brands were previously licensed via the Isle of Man-based white-label provider TGP Europe, which withdrew from the British market a year ago. Stake’s licence with the Gambling Commission was revoked earlier in February 2025.

In his correspondence, Zinger urges the clubs to “commit to using only UK-licensed gambling sponsors” for the upcoming season.

In his letter to Everton CEO Angus Kinnear, Zinger warns that “Stake’s heavy reliance on cryptocurrency and its history of operating in grey-market jurisdictions make it a prime target for concerns about money laundering and insufficient player protection. Stake’s rapid growth has been driven by an unregulated streamer culture that specifically targets younger audiences, undermining your Everton in the Community initiatives.”

Meanwhile, in a letter to Bournemouth chairman Bill Foley, Zinger criticises BJ88 for its “aggressive marketing in regions where gambling is banned, frequently employing unregulated payment methods such as cryptocurrency to circumvent financial oversight.”

“By accepting sponsorship from a company that operates outside legal boundaries, Bournemouth risks legitimising the systems used by the global illegal gambling market,” Zinger states.

The Premier League voluntarily agreed to remove gambling logos from the front of shirts starting from the next season. However, under this voluntary agreement, gambling branding remains allowed in other areas, including on shirt sleeves.