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“The largest black market operators have scaled to create recognisable brands with traffic that can compare to domestically licensed operators,” the report’s authors wrote. “The top group of sites by common owner has a 12% share of traffic, while the largest single brand has 10%.”

Beyond offering crypto payment solutions, a number of black market operators are licensed in “light touch” offshore jurisidictions which use opaque offshore operating structures to help to obscure company ownership and make local enforcement against these companies complex, the report noted.

By comparison, the long tail of smaller black market sites rely heavily on affiliates to generate traffic.

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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.

The deals include sleeve sponsorships, stadium branding and training kits.

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When excluding those who only played lottery draws, participation stood at 28%, implying lottery-only players comprised roughly 21% of the adult population. 

Online gambling participation over four weeks reached 39% (16% excluding lottery-only players), while in-person gambling participation was 29% (18% excluding lottery-only players). 

Top non-lottery activities during the period included scratchcards (13%), betting (10%) and online instant win games (8%).