Everton FC's partnership with Stake, which will see the gambling company feature on the club's shirt sleeve, faces uncertainty as the Premier League prepares to enforce a ban on gambling sponsorship on front-of-shirt placements starting this new season. The potential for a complete prohibition on unlicensed gambling companies as sponsors presents a risk to the continuation of this deal.
Andrew Middleton, Everton’s President of Business Operations, expressed optimism when confirming the three-year extension with Stake, stating, “We are pleased to see our relationship with Stake evolve and look forward to continuing to work together across the coming seasons.” While Stake surrendered its UK license last year, it remains legally permitted to operate in the country despite the impending review by the Department for Culture, Media and Sport (DCMS) regarding unlicensed gambling sponsors, which is set to begin this week.
In February, the DCMS indicated a commitment to address sponsorships from gambling entities lacking valid licenses. Culture Secretary Lisa Nandy commented, "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."
Although the review was initially expected to start in spring, its delayed onset has led to Stake's extension deal being finalized without hindrance.
Stella David, CEO of Entain, which oversees prominent UK brands like Ladbrokes and Coral, has vocalized her concerns regarding unlicensed betting brands in British sports. In May, she asserted, “Premier League clubs are being sponsored by criminal gambling firms.” David emphasized the need for the Independent Football Regulator to promptly address this issue to prevent further deals from being struck before the season opener in August. "The regulator does not need any new powers, new legislation, or even a new rule to make this happen," she noted, stressing that action is needed due to the apparent risk posed by continued inaction.
Further complicating the landscape, Stake faces scrutiny for its marketing tactics, particularly concerning endorsements from social media influencers who have associated the brand with controversial content. Stake's Chief Marketing Officer, Akhil Sarin, defended the company's marketing strategy, stating, “Stake is built around sport, entertainment, and culture. The partnerships we choose are deliberate, ambitious, built on innovation and a genuine connection to our global communities.” Notably, the company has already come under fire for the use of its logo in videos linked to adult entertainment and violence, prompting complaints and contributing to its decision to exit the UK market last year.
In addition to Everton's association with Stake, Fulham FC continues to partner with SBOTOP, an unlicensed gambling entity that will no longer feature on the team’s kit due to the approaching ban. Meanwhile, Bournemouth will also remove bj88 from their shirts this season while maintaining ties with 8xbet, another unlicensed gambling company. Likewise, 8xbet has extended its partnerships with several other EPL clubs, including Newcastle United and Crystal Palace.
UK authorities have warned that clubs associated with unlicensed betting companies that accept UK customers risk facing sanctions, emphasizing that should the anticipated regulations come into effect, these partnerships may need reassessment or termination.
