(AsiaGameHub) – Entain remains a vocal critic of the Premier League’s continued engagement with unlicensed gambling operators, escalating its campaign by directly contacting six clubs over their sponsorship ties to what it describes as ‘predatory’ black market brands.
Simon Zinger, Entain’s Group General Counsel and Chief Customer Care Officer, has sent formal letters to the chairs of Burnley, Bournemouth, Fulham, Everton, Sunderland, and Wolves, urging them to end partnerships with unlicensed gambling firms and commit exclusively to sponsors holding UK gambling licenses. The clubs have been asked to sever links with operators including 96.com, BJ88, SBOTOP, Stake, W88, and DEBET.
In a letter obtained by iGaming Expert and addressed to Bill Foley, Chair of AFC Bournemouth, Zinger stated: “BJ88 has repeatedly been linked to aggressive promotional strategies in jurisdictions where gambling is banned, frequently relying on unregulated payment systems such as cryptocurrency to avoid financial scrutiny.
“By accepting sponsorship from a company that operates outside the bounds of international law, Bournemouth is effectively endorsing the very infrastructure that sustains the global black market.”
Zinger further accused firms like BJ88 of employing ‘predatory’ methods that disproportionately affect vulnerable individuals, including problem gamblers and minors.
He also issued strong criticism of Stake, the cryptocurrency-based casino that has appeared on Everton’s jerseys since the 2022/23 Premier League season began, in a separate letter to the club’s CEO, Angus Kinnear.
Zinger labelled Stake a “magnet for concerns around money laundering and inadequate player safeguards,” citing its use of online streamers to appeal to younger demographics.
With only two matches left in the current Premier League season, clubs are preparing to comply with an upcoming ban on gambling logos appearing on the front of shirts.
Bournemouth has announced that health insurer Vitality will take over as front-of-shirt sponsor, while Everton is said to have secured a £30 million agreement with financial services firm CMC Markets.
Nevertheless, Premier League clubs remain free to partner with unlicensed operators like BJ88 or Stake in other sponsorship capacities, such as sleeve branding.
Current Gambling Commission regulations require only that UK-based players be blocked from accessing gambling websites for clubs to meet compliance standards.
Given the narrow interpretation of these rules, Zinger said he felt compelled to appeal directly to club leadership to adopt more responsible marketing policies.
Echoing language used in both letters, he stated: “Under the Premier League Owners’ Charter, your clubs have pledged to operate ‘in an economically stable, sustainable, and socially responsible manner’ (Point 3) and to conduct business ‘with good faith, honesty and the highest possible standards of professional behaviour and sporting integrity’ (Point 10).
“Based on the evidence presented, a front-of-shirt sponsorship deal with an unlicensed gambling operator is fundamentally incompatible with these commitments. Clubs should not be compromised by association with disreputable sponsors.”
The UK government has launched a consultation on prohibiting British sports teams from partnering with unlicensed operators. However, Zinger expressed concern that any resulting ban would not be implemented in time to affect next season’s sponsorship arrangements—prompting Entain to take direct action with the clubs.
This month, the company also wrote to the Independent Football Regulator (IFR), calling for illegal gambling to be included within its mandate to prevent English football clubs from receiving income ‘linked to serious criminal activity’.
Stella David, Entain’s Chief Executive, argued that several Premier League clubs continue to accept sponsorship from what she termed ‘criminal gambling enterprises,’ noting that these operators commit offences under the Gambling Act 2005 by accepting bets from UK residents.
David stated: “The IFR can put a stop to this immediately simply by recognising that unlicensed gambling platforms targeting UK customers via English football are breaking the law—clear and unequivocal.
“No new powers, legislation, or rules are needed. In fact, the regulator has already drafted the necessary provision. We are urging it to define and enforce this rule before the next season starts. The IFR was established to resolve governance failures in English football. This is a prime example.”
Beyond football, Entain has pledged to collaborate with industry stakeholders to counter the growing threat of the black market, particularly as tax reforms and regulatory changes take effect.
Speaking at the BGC’s annual general meeting in February, Zinger revealed that the company has formed an internal task force to gather intelligence and share it with relevant authorities to support enforcement actions against unlicensed operators.
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