Stake is moving to Everton FC‘s shirt sleeve as the Premier League introduces a ban on gambling sponsors on the front of shirts for the new season. The deal could be scuppered, however, if the UK introduces a complete ban on unlicensed gambling companies sponsoring sports teams.
“We are pleased to see our relationship with Stake evolve and look forward to continuing to work together across the coming seasons,” said Andrew Middleton, Everton’s President of Business Operations, when confirming the club had signed a three-year extension to its deal with Stake.
Stake gave up its UK license last year, but no laws prevent it from continuing to promote its branding in the country.
That could change as the Department for Culture, Media and Sport (DCMS) launches a long-awaited review of unlicensed gambling sponsors this week, as reported by the Guardian.
UK Promise To Curb Unlicensed Sponsors Delayed
The DCMS announced in February that it would crack down on gambling sponsors that do not hold valid licenses to sponsor sports teams.
“It’s not right that unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that don’t meet our regulatory standards,” said Culture Secretary Lisa Nandy.
The review was slated for the spring, but will only commence this week. That is too late to prevent Stake from signing its extension deal with Everton.
The deal “provides continuity with a partner that understands the Club, our supporters and the global reach of Everton Football Club,” added Middleton.
Entain Urges Government to Stop Stake Sponsorship
Stella David, CEO of Entain, the gambling group that owns flagship UK brands Ladbrokes and Coral, has been vocal in her opposition to unlicensed betting brands sponsoring British sport.
“Premier League clubs are being sponsored by criminal gambling firms,” David wrote in a press release in May. “The Independent Football Regulator can stop this tomorrow by simply acknowledging that unlicensed gambling companies targeting UK customers through English football are breaking the law – plain and simple.”
David urged the UK to implement new rules to stop the deals before the new season starts in August.
“The regulator does not need any new powers, new legislation, or even a new rule to make this happen,” she added. “In fact, it has already drafted one. We are asking the regulator to define and apply it before the next season begins. The IFR was created to fix English football’s governance failures. This is one of them.”
After months had gone by with no action, David wrote a letter to Gambling Minister Baroness Twycross urging the review to be implemented as soon as possible.
She said the delay “raises the real and imminent risk of football clubs interpreting the absence of government action as a green light to enter into new sponsorship agreements for next season. These deals are surely now being finalised.”
Everton and Stake have taken advantage of the inaction.
Stake Criticized For Marketing Practices
“Stake is built around sport, entertainment, and culture,” said Chief Marketing Officer Akhil Sarin. “The partnerships we choose are deliberate, ambitious, built on innovation and a genuine connection to our global communities.”
The company has faced criticism over the influencers who promote the brand on social media. Its branding has appeared in videos promoting porn, violence, and other viral videos. Adult entertainer Bonnie Blue posted a video last year featuring the company logo, which sparked complaints.
Stake denies consent to the use of its logo and name in this kind of content. The complaints, however, accelerated its exit from the UK last year.
It is unclear whether the company itself superimposes its branding on the viral content. President Donald Trump even posted an AI-generated image featuring the Stake logo earlier this year.
The company had an official partnership with Drake, who promotes the online casino. Both have faced several lawsuits with complaints alleging that the marketing campaigns manipulate users.
Other EPL Clubs Promote Unlicensed Gambling Brands
Along with Everton’s promotion of Stake, fellow EPL side Fulham continues to have a partnership with SBOTOP, which also does not hold a UK gambling license.
Due to the impending ban, it will no longer appear on the team’s shirt for the upcoming season, but it remains the club’s official partner.
Gambling brand bj88 will no longer appear on Bournemouth‘s shirt, but the club maintains partnerships with 8xbet, which is not licensed in the UK. The gambling company is also a partner of seven other EPL clubs: Newcastle United, Chelsea, Nottingham Forest, Leeds United, Sunderland, Crystal Palace, and the newly promoted Ipswich Town.
The UK has warned clubs that if unlicensed betting companies are found to be accepting UK customers, then they could face sanctions. If the new rules are implemented, they may have to cut ties with the companies completely.
