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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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Sahil Patel, founder of competitive intelligence provider Aldrin AI, said those relationships help explain Kalshi’s position.
“A lot of market makers want to go where there’s liquidity,” he said, adding that platform stability and Kalshi’s investment in the financial side of its market-maker relationships were also important. “I think Kalshi is a freight train that’s just kind of running away with it.”
Aldrin monitors product changes, advertising, social media activity, app-store rankings and trading volume across prediction market operators. Patel said the objective is to connect those indicators and show how a product launch supported by advertising affects volume and market share.
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Their biggest success was Savan Vegas, strategically located near the Friendship Bridge linking Laos with neighboring Thailand across the Mekong River. A planned second resort, Paksong Vegas, was never built.
Within several years, however, the partnership had soured.
In 2012, Sanum and Lao Holdings, an Aruba-based company created to hold the investors’ interests in Sanum, accused Laos of trying to force them out of the country after Savan Vegas had become successful.