She added: “The regulator does not need any new powers, new legislation, or even a new rule to make this happen. In fact, it has already drafted one.”
The dispute arrives as English soccer prepares for major changes to gambling advertising. Premier League clubs agreed to phase out front-of-shirt gambling sponsorships from the start of next season, although betting companies will still be allowed to advertise through sleeve logos, pitchside boards and other commercial deals.
Campaigners and several sporting bodies have also faced growing calls to reduce gambling advertising more broadly, amid concerns that younger fans are being heavily exposed to betting promotions during live sports broadcasts and online coverage.
Entain argues that tighter restrictions on licensed operators are helping unlicensed companies gain visibility through football sponsorships and social media marketing. The company cited Betting and Gaming Council research estimating that unlicensed sponsorship could make up more than half of UK sports sponsorship spending by October 2027.
The firm also pointed to analysis from Yield Sec claiming that 92% of online betting content in some social media categories directed users toward unlicensed websites. Other industry estimates suggest British consumers now spend roughly £4.3 billion ($5.9 billion) each year with black market gambling operators.
The UK government has already indicated it could tighten the rules further. In 2023, the Department for Culture, Media and plans to consult on banning unlicensed gambling operators from sponsoring British sports teams as part of wider efforts to combat illegal gambling.
ReadWrite has reached out to the Independent Football Regulator for comment.
Featured image: via Entain press release
