Entain welcomes the Government’s long awaited consultation on banning unlicensed gambling operators and urges swift action to close loopholes that continue to allow illegal operators to use British sport as a marketing platform.

The consultation reflects the Government’s recognition that sponsorship by unlicensed operators creates risks for consumers, sport and the integrity of regulated markets.

Stella David, Chief Executive of Entain, said: “We welcome the launch of this consultation, which was expected earlier this year and represents another important step forward in tackling illegal gambling. Unlicensed gambling operators are often little more than fronts for organised crime. They target vulnerable consumers, pay no UK tax, and ignore safeguards licensed operators must provide.

The Government has rightly recognised that these sponsorship arrangements create risks for consumers and for sport. Given that principle has now been established, we believe clubs, leagues and governing bodies should act immediately and voluntarily end relationships with unlicensed operators rather than wait for legislation to compel them to do so.

The Government and the Gambling Commission should follow the example set by the Financial Conduct Authority, which has separately written to sporting bodies about unregulated crypto companies – warning that sponsorship deals could be rendered worthless within months.”

Sponsorship and advertising partnerships with sports organisations have become a key route through which illegal operators gain visibility and credibility with UK consumers. Data from H2GC, a research consultancy, shows that the illegal gambling market’s turnover grew from £5bn to £16.6bn between 2019 and 2025^[1]. The market is forecast to double again by 2028.

Separately, analysis by the Betting and Gaming Council with the World Advertising Research Centre shows that unregulated operators will account for 47.7% of all UK gambling advertising spend in 2026/27, and are projected to represent the majority of spend by 2028, with total gambling advertising spend up 24.2% year on year.

The scale of the challenge extends far beyond stadium sponsorship. Research commissioned by the Betting and Gaming Council found unlicensed operators are on course to account for almost half of all gambling advertising seen by UK consumers, representing an estimated £800 million of advertising spend. During the recent World Cup, researchers also identified a surge in fake betting websites, cloned brands and illegal operators targeting UK consumers through social media, affiliate marketing and online advertising.

In January 2026, the Department for Culture, Media and Sport launched an Illegal Gambling Taskforce, to unite tech companies, advertisers, social media platforms and payment service providers against illegal gambling. The Taskforce has an opportunity to move beyond discussion and deliver practical enforcement measures. Entain believes this should include stronger action against social media platforms, search engines, payment providers and affiliate networks that continue to facilitate access to illegal gambling operators.

Entain believes action against illegal gambling must extend beyond shirt sponsorship and perimeter advertising. Research published by the company this month found unlicensed operators using social media, streaming platforms, tipsters, influencers and affiliate networks to reach UK consumers at scale, including audiences with a significant proportion of under-18s.

Stella David also said:“Today’s consultation represents a significant step forward, but it also highlights the need for a broader strategy. The Government has correctly identified the risks associated with unlicensed gambling sponsorship in sport, yet many of these same operators continue to reach consumers through online channels. Sponsorship restrictions should not become a substitute for tackling the wider digital ecosystem that enables illegal gambling operators to grow their presence in Great Britain.”