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The committee’s previous 2020 report had recommended banning gambling ads on team shirts, training kits, stadium advertising and broadcasts, although on-course advertising for horse and greyhound racing was exempt.

The report rejected argumentswarning that advertising restrictions would drive consumers to illicit gambling sites. They citied weak evidence for mass migration to illegal operators following advertising limits. 

“Interviews [ … ] with representatives of state monopoly operators across European jurisdictions consistently suggested that advertising restrictions did not lead to consumer migration towards illegal operators,” the report said. 

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But Entain warned the current timeline, which would enforce the ban by August 2027, was not timely enough, allowing unlicensed operators to sponsor Premier League clubs for another full season.

Premier League clubs are prohibited from any form of gambling front-of-shirt sponsor, after a voluntary ban came in from the start of the 2026-27 campaign.

But Entain found 11 of the current 20 Premier League clubs still hold sponsorship or advertising arrangements with operators that don’t hold a UK licence, up from the government’s estimate of eight.

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“The proposed changes are being made to ensure our business remains competitive, financially resilient and well positioned for the future as our sector faces an increasingly challenging operating environment,” David said.

“This decision has not been made lightly and our immediate priority is to support those of our colleagues who may be impacted through this transition.”

Earlier this year, Entain reported it would be cutting 500 roles globally across operations and its central functions, it insisted it was not a reaction to the earlier increase in RGD, but rather part of new CFO Michael Snape’s restructuring and cost cutting exercise.