The Independent Football Regulator (IFR) has been urged to prevent Premier League clubs from accepting sponsorship money from gambling companies that are not licensed in the UK, according to a submission by Entain, a global sports betting and gaming group, during the latest public consultation on the IFR's licensing regime.
Entain's proposal, reported by multiple news outlets on May 8, 2026, argues that allowing unlicensed operators to sponsor top-flight clubs undermines the UK's regulatory framework and exposes fans to unregulated gambling markets. The company, which operates brands such as Ladbrokes and Coral, stated that the IFR should mandate that all club sponsorships come from firms holding a valid UK Gambling Commission license.
The IFR, established under the Football Governance Act 2023, is currently consulting on its licensing conditions for professional football clubs. The consultation, which opened in March 2026, seeks to define the regulator's powers to ensure financial sustainability and protect the integrity of the sport. Entain's submission is one of many expected from stakeholders across the football and gambling industries.
Premier League clubs have historically benefited from lucrative sponsorship deals with gambling companies, but a voluntary ban on front-of-shirt gambling sponsorships came into effect at the start of the 2026-27 season. However, sleeve and stadium advertising deals remain permitted, and critics argue that unlicensed operators could exploit loopholes. The IFR is expected to publish its final licensing conditions later this year.
