The Department for Culture, Media and Sport (DCMS) has revealed to SBC News that a consultation “will go live soon” as it looks to ban unlicensed operators from sponsorship deals in British sport.
It comes as licensed operators in the sector, namely Ladbrokes Coral owner Entain, grow more and more frustrated about the presence of black market bookmakers in the Premier League despite being subject to a voluntary front-of-shirt sponsorship ban.
The front-of-shirt ban has driven numerous operators, both unlicensed and unlicensed to look for alternative sponsorship routes, yet a ban on unlicensed operators sponsoring British sports will not come into place until the 2027/28 at the very earliest.
Licensed firm Betano has secured a deal to become Tottenham’s training kit sponsor, for example, while UK-focused (and licensed) Midnite has agreed deals with four Championship sides in Sheffield United, Middlesbrough, Wolves and Southampton.
The ban also comes at a strenuous time for UK operators, with a plan for Financial Risk Assessments (FRAs) now set in stone by the Gambling Commission to many onlookers’ dismay, and tax rises set to negatively impact bottom-line numbers.
Yet unlicensed operators continue to seal sponsorship deals with some of England’s biggest and most historic football clubs.
Last week saw Stake, a Curaçao-headquartered gambling company which was forced into a UK exit in early 2025 (including surrendering its licence), move its front-of-shirt deal with Everton to one as the club’s new sleeve partner.
The black market has become a much-discussed talking point In conversations about UK gambling regulation.
As mentioned, Entain has been particularly vocal in scrutinising both the fact that unlicensed operators are able to sign sponsorship agreements in UK sport – and calling out for governing and regulatory bodies over what it sees as lack of action.
In May, the LSE-listed gambling conglomerate penned a direct letter to the six Premier League sides that had front-of-shirt deals with unlicensed operators, calling on them to “commit to only using UK-licensed gambling sponsors next season” – a message which clearly hasn’t been received, by Everton at least.
Entain has also called on the Independent Football Regulator (IFR) to intervene.
“The Independent Football Regulator can stop this tomorrow by simply acknowledging that unlicensed gambling companies targeting UK customers through English football are breaking the law – plain and simple,” it said.
2027/28 “the earliest” a DCMS-enforced ban could be implemented
The Guardian’s Rob Davies reported yesterday that a DCMS consultation would begin this week – something which is still unconfirmed, with the DCMS saying that “the 2027/28 season is the earliest a ban could feasibly come into force”.
A DCMS spokesperson told SBC News: “It’s not right that unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that don’t meet our regulatory standards.
“That is why we are looking to ban unlicensed operators from sponsorship deals in British sport and our consultation on the matter will go live soon.
“The DCMS made its intention to ban unlicensed operators from sponsoring British sport public in February 2026. Following that announcement, the department also had direct engagement with the Premier League, during which that intention was made clear.
“The consultation will invite views on the timing and approach to implementation of a ban. Given the necessary process, it has always been the case that the start of the 2027/28 season is the earliest a ban could feasibly come into force. That remains the case.”
SBC News has approached Everton partner Stake for comment. Entain declined to comment.
