Entain Calls for Ban on Unlicensed Gambling Sponsorships in UK Sports
Entain Advocates for Immediate Ban on Unlicensed Gambling Sponsorship
Entain has recently called upon the UK government to enforce a ban on sponsorship deals involving unlicensed gambling companies, particularly those sponsoring local sports teams. The company stresses the importance of closing existing legal loopholes that allow these firms to operate unchecked.
Current Government Consultation and Entain’s Perspective
The government is currently conducting a consultation to gather feedback from interested parties before making any regulatory changes. Entain’s CEO, Stella David, has expressed her concern about the ongoing existence of such unregulated partnerships. She highlighted the negative impact these affiliations have on vulnerable individuals, tax revenue, and consumer protection mechanisms.
David emphasized that since the government has acknowledged the risks these sponsorships pose to both consumers and the sports industry, sports clubs and governing bodies should voluntarily cease their relationships with unlicensed operators without waiting for legislative enforcement.
Concerns About Market Impact and Illegal Gambling Activities
Entain argues that sponsorships not only boost brand visibility but also erode the regulated gambling market. Research from the Betting and Gambling Council indicates that almost half of gambling-related advertising in the UK comes from unlicensed sources, accounting for approximately 800 million in advertising expenditure.
Illegal gambling continues to be a significant problem, largely due to rogue operators who clone legitimate gambling websites and use misleading affiliate marketing, social media promotions, and online ads to attract customers unlawfully.
Urgent Call for Action Beyond Shirt Sponsorship Ban
Entain stresses the need for swift action, urging not only a ban on gambling sponsorships visible on sports shirts but also comprehensive measures to tackle the root causes of illegal gambling. The company views the government’s ongoing consultation as a positive move but advocates for a broader strategy.
They warn that restricting sponsorship alone is insufficient as unlicensed operators still exploit digital channels to connect with consumers. A more extensive approach is necessary to combat the expansion of illegal gambling through the online ecosystem.
Encouraging Voluntary Measures Ahead of Sports Seasons
In addition to appealing to government regulators, Entain has also called on Richard Masters, Chief Executive of the Premier League, to implement a voluntary ban on sponsorships and advertising by unlicensed gambling companies before the start of the new season.
