The Current Landscape of Sponsorship Deals

Recent analysis from Entain indicates that 11 of the 20 Premier League clubs now maintain at least one sponsorship or advertising arrangement with unlicensed operators, a rise from the eight clubs estimated in earlier assessments, and specific examples include Everton's partnership with Stake.com, Fulham's agreement with SBOTOP, Chelsea's deal involving 8XBet, Tottenham Hotspur's arrangement with VSBet, plus Sunderland's connection to Shuffle. These arrangements grant visibility to operators that lack UK licenses, which means they operate outside the regulatory framework that governs advertising standards, player protections, and financial oversight.

Entain's Position on Timing and Delays

Entain argues that waiting until the 2027/28 season to implement restrictions allows these unregulated operators to build visibility and legitimacy among fans, and the company calls for action even mid-season if necessary rather than delaying further. The firm points out that current timelines create a window where unlicensed entities can associate themselves with high-profile teams, which potentially normalizes their presence before any ban takes effect.

Data from the analysis shows the increase in deals has occurred steadily, and Entain maintains that prompt intervention would limit the reach of operators who bypass the licensing requirements that licensed companies must follow, including responsible gambling measures and advertising codes.

Broader Advertising Restrictions Proposed

The company extends its recommendations beyond team sponsorships to include tighter controls on digital and social media advertising channels, where unlicensed operators can reach audiences through targeted promotions that often evade traditional broadcast rules. This approach addresses the full spectrum of visibility tactics, from physical stadium presence to online campaigns that appear on platforms popular with younger demographics.

Those familiar with the regulatory process note that a recent DCMS consultation on banning unlicensed gambling operator sponsorships closed around September 9, 2026, and Entain's latest statements build on that review by emphasizing enforcement speed over extended transition periods.

Implications for Clubs and Regulators

Premier League clubs with existing deals face potential contract adjustments if new rules advance quickly, while regulators weigh how to balance commercial interests against the goal of keeping unlicensed operators from gaining footholds. Entain's figures illustrate the pace of change, showing that more teams have entered such arrangements since the previous count, and this pattern underscores the urgency expressed in the company's statements.

Action mid-season remains an option under Entain's proposal, which would require coordination between government bodies, the league, and individual clubs to phase out current agreements without disrupting ongoing competitions.

Conclusion

The push from Entain centers on accelerating restrictions to prevent further entrenchment of unlicensed sponsorships, and the provided examples along with the updated count of 11 clubs demonstrate the scale of the issue as it stands in the current season. Broader measures targeting digital channels form part of the same framework, aiming to close multiple avenues that allow unregulated operators to connect with UK audiences through sports.