Entain streamlines operations, cuts 500 jobs, and urges ban on unlicensed sponsorship deals

Gambling group Entain is streamlining its organization to cope with rising tax burdens in the UK and combat the growing black market. This week, it was announced that Entain would cut approximately 500 jobs globally. At the same time, the company is urging the Premier League to take action against questionable sponsorship deals.

Entain's measures come at a time when British operators are facing significantly higher gambling taxes. In addition, an expanding unlicensed betting market is eroding their share of sponsorship and advertising spending. The company is thus proactively responding to changing market conditions and regulatory requirements.

Numbers and facts

Entain confirmed a reduction of approximately 500 jobs, representing about 2 percent of its global workforce. This was reported by Bloomberg on Thursday, 16 July, and subsequently confirmed by an Entain spokesperson. The job cuts primarily affect corporate functions, as well as product and technology teams, and have already begun. According to Bloomberg, these reductions aim to offset higher UK gambling duties and increased competition from prediction markets.

Remote Gaming Duty in the UK rose from 21 percent to 40 percent on 1 April 2026. A new 25 percent remote betting duty will follow from 1 April 2027, up from 15 percent. Bets on UK horse racing, spread betting, pool bets, and self-service terminals are excluded from these duties. Entain estimated in a statement on 26 November 2025 that these changes would add around £200 million per year to its UK and Ireland online business, before mitigations. The group also agreed in late June to sell a 20 percent stake in its Central and Eastern European joint venture to EMMA Capital for approximately €425 million, with the proceeds earmarked for debt reduction.

Background

The job cuts align with the tax mitigation program that Entain's chief executive, Stella David, outlined during the group's FY25 results in March. She emphasized the need for Entain to be 'fighting fit' to digest the incremental tax burden and 'accelerate our pace' through the next phase of its transformation.

In parallel, the Department for Culture, Media and Sport (DCMS) initiated an eight-week consultation on 15 July to ban sponsorship and advertising deals between British sports organizations and gambling operators that lack a Gambling Commission license. This consultation period closes at 11:59 pm on 9 September. It would cover kit sponsorships, pitchside billboards, and venue naming rights. However, the government's preferred timeline suggests a ban would not take effect before August 2027, ahead of the 2027/28 season. Disagreements between the DCMS and the Treasury over tax hikes have been reported previously by SBC News, indicating a complex policy landscape.

Entain welcomed the consultation and has written to Premier League chief executive Richard Masters and David Kogan OBE, chair of the Independent Football Regulator. Entain urged both to introduce a voluntary ban ahead of the 2026/27 season, rather than waiting for legislative action. Stella David expressed strong views on the matter:

„Unlicensed gambling operators are often little more than fronts for organised crime. They target vulnerable consumers, pay no UK tax, and ignore safeguards licensed operators must provide.“ - Stella David, Chief Executive of Entain

David's comment was made in Entain's official statement on 15 July. The company highlighted analysis by the Betting and Gaming Council and the World Advertising Research Centre, which suggests unlicensed operators are on track to account for 47.7 percent of UK gambling advertising spend in 2026/27. Furthermore, H2 Gambling Capital data shows the illegal market's turnover grew from £5 billion to £16.6 billion between 2019 and 2025. David stressed that sponsorship restrictions alone would not be sufficient, calling for tougher action against social media platforms, payment providers, and affiliate networks that enable unlicensed operators to reach consumers.

Why it matters for German players

For German players, the developments in the UK are relevant, although the direct impact is limited. Germany's Glücksspielstaatsvertrag (GlüStV 2021) established a strict regulatory framework. This includes the 'Gemeinsame Glücksspielbehörde der Länder' (GGL), which supervises licensed providers. Unlike the UK, where unlicensed operators still gain significant market share, the GGL actively combats illegal gambling. German players should always check if an online casino is on the GGL whitelist. Only these casinos guarantee consumer protection, adherence to deposit limits (1.000 € per month), and stake limits (€1 per spin for virtual slot machines).

If you play at an unlicensed casino, you expose yourself to risks. These range from non-payment of winnings to data misuse. The GlüStV 2021 also mandates player protection measures like LUGAS, a nationwide self-exclusion system. This system ensures that players who self-exclude from one licensed casino are automatically excluded from all others. Such comprehensive protection is often lacking in unregulated markets, even if operators claim MGA or Curacao licenses, which have no legal standing for German players.

What it means for GGL-licensed casinos

For GGL-licensed casinos in Germany, Entain's move underscores the importance of a strict regulatory environment. While tax burdens in Germany exist, the GGL's proactive stance against black market operators creates a more level playing field for licensed providers. The German market currently prioritizes player protection and channelization, meaning attracting players to legal, regulated offerings. The stringent rules, such as the €1 stake limit for virtual slots and the €1,000 monthly deposit limit, ensure responsible gaming. The GGL's consistent enforcement helps maintain the integrity of the market. German operators benefit from the clear framework, reducing the competitive pressure from unregulated gambling. This aligns with Entain's call for stronger action against unlicensed activities, albeit under different national regulatory conditions.