Viewers of Counter-Strike streams may have noticed the prevalence of a particular crypto casino logo on Premier League sleeves, highlighting the broader significance of this issue beyond just football. Entain, the company behind Ladbrokes and Coral, is urging the UK government to ban sports sponsorship deals with unlicensed gambling operators immediately, pointing out that 11 out of the Premier League’s 20 clubs are still associated with brands lacking a UK license.
The names on this list will ring a bell for those familiar with esports sponsorships. Stake and Shuffle, two crypto casino brands heavily involved in supporting competitive gaming organizations and streamers in recent years, are among the brands identified in Entain’s report – underscoring the regulatory challenges faced by both football and esports in terms of sponsorship agreements.
Anticipated Loophole
While Premier League clubs opted to discontinue gambling front-of-shirt sponsorships starting from the 2026-27 season, the ban did not extend to sleeves, training kits, or stadium branding. Following a consultation by the Department for Culture, Media and Sport, a formal ban is not expected to take effect until August 2027, providing unlicensed operators with an additional season of leeway.
Entain is working to address this timeline gap, drawing parallels to the tightening of regulations on gambling advertising and promotions involving sports figures in other contexts.
Public List of Eleven Clubs
Entain’s count of 11 clubs exceeds the government’s estimate of eight, as reported by iGaming Business. Despite holding no UK license, Sunderland recently announced Shuffle, a crypto casino and sportsbook platform, as its new sleeve partner. Everton continues to feature Stake on its sleeve even though Stake withdrew from the UK market in early 2025 amidst an investigation by the Gambling Commission – a situation reminiscent of the scrutiny addressed in Esports.net’s coverage of regulatory assessments on gambling advertisements. Chelsea (8XBet), Tottenham Hotspur (VSBet), and Nottingham Forest (FUN88) are also on the list.
Citing data from H2 Gambling Capital projecting a nearly twofold increase in UK black-market stakes from £17 billion in 2025 to over £33 billion by 2028, Entain emphasizes the challenge of distinguishing licensed operators from unlicensed ones, with over 80% of consumers reportedly unable to make this distinction – a vulnerability that sleeve logos can exploit.
Entain’s CEO Stella David contends that clubs entering into agreements with unlicensed operators were aware of impending regulations and should not delay compliance due to inconvenience. She also advocates for a ban on online and digital advertising, not just physical branding, given that a significant percentage of consumers discover unlicensed operators through social media compared to sponsorship channels.
This digital aspect is particularly relevant for esports organizations that have faced challenges with sponsorships, especially concerning gambling-related sponsors being banned from CS2 events. Whether the UK government aligns with Entain’s proposed timeline or opts for a slower approach, the decision will impact the willingness of any rights-holder – whether a football club or an esports organization – to engage with brands that circumvented the licensing process.