Entain predicts new sponsorship restrictions in UK

Gambling giant Entain is preparing itself for tougher regulation when it comes to sports sponsorship under the UK’s new prime minister Liz Truss.

Truss took over from Boris Johnson this month and the company behind Coral, Ladbrokes and Bwin is expecting her and the UK government to announce various restrictions.

Plans to put forward legislation designed to limit sponsorships including front-of-shirt deals by gambling firms in the Premier League were put on ice until Johnson was replaced.

Now Truss is in place, that legislation is set to be put back in motion and Entain chief executive Jette Nygaard-Andersen is preparing for tighter legislations within the UK.

Nygaard-Andersen told Bloomberg: “I do think there will be something around sponsorships”. Adding “clubs and football leagues would like to avoid” advertising restrictions.

A voluntary ban on betting shirt sponsorships by Premier League clubs has already been mooted by The Times in July.

This would see income cut by £5m to £10m for certain Premier League clubs. With other industries unlikely to be able to reach those sorts of levels.

Currently 40% of Premier League front-of-shirt sponsorships are taken by betting brands.

These include crypto betting operators such as Stake.com and Sportsbet.io who sponsor Everton and Southampton respectively.

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Written by David Kent

David has more than a decade of sports betting and sports writing experience working with some of the biggest names in the industry. He focuses on articles covering these subjects including how crypto is transforming sportsbooks.

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