Entain Escalates Pressure on Premier League Clubs Over Unlicensed Sponsorship

Entain, a leading operator in the UK gaming market, has intensified its campaign against unlicensed gambling sponsors in the Premier League. In letters written to six clubs, General Counsel Simon Zinger emphasized the importance of adopting UK-licensed operators for shirt sponsorship arrangements.

The letters, which were reportedly sent on May 15, highlighted Stake's 'heavy reliance on cryptocurrency' and BJ88's use of 'unregulated payment methods like cryptocurrency.' This move follows Entain's previous submissions to the Premier League and regulator, including a letter to Premier League CEO Richard Masters in February.

Entain's campaign has been unfolding in three stages. In February, CEO Stella David proposed a voluntary ban on unlicensed operator sponsorship and requested a meeting with Masters. The company's May 7 submission to the Independent Football Regulator also asked for guidance that income from unlicensed UK gambling activity constitutes funds 'connected to serious criminal conduct.'

The Premier League has announced its own voluntary front-of-shirt gambling sponsorship ban, set to take effect from the 2026/27 season. However, this measure does not extend to sleeve patches, perimeter LED, or social media marketing, leaving operational space that Entain's letters describe as insufficient.