Everton’s Stake Deal Puts Unlicensed Gambling Loophole Back in the Spotlight
A three-year sleeve sponsorship deal between Everton and the unlicensed crypto casino Stake has become fuel for critics who say the government's slowness in banning such partnerships lets offshore operators get ahead of the rules.
The U.K. government is finally preparing to launch a consultation on restricting unlicensed gambling operator sponsorships of British sports teams after missing its own spring deadline, drawing criticism that the delay gave offshore firms time to strike lucrative new deals with English Premier League (EPL) clubs.
The Department for Culture, Media, and Sport revealed in February that it would begin a formal review in the spring. However, the review never materialized.
In the intervening months, one of the risks highlighted by licensed operators appeared to materialize. Stella David, chief executive of Ladbrokes owner Entain, wrote to gambling minister Baroness Twycross in early June over concerns that clubs were likely still actively working on new deals with unlicensed operators.
Within weeks, Everton confirmed that it had signed a three-year sleeve sponsorship deal with crypto gambling site Stake, moving the company’s logo from the front of the shirt.
The agreement highlights a potential unintended consequence of the Premier League’s voluntary front-of-shirt gambling ban: it does not apply to sleeve sponsorships or to clubs outside the top division.
The Guardian reported that the long-delayed consultation is now expected to launch this week.
Brewing Controversy Over Stake’s Deal With Everton
Stake previously served U.K. customers through its white-label agreement with TGP Europe. However, the company surrendered its license following a regulatory review. That forced Stake to exit the market in March 2025 amid a U.K. Gambling Commission (UKGC) investigation into its marketing practices.
UKGC launched the investigation after Stake’s branding appeared in a video posted by adult content creator Bonnie Blue. The logo also appeared in other viral clips, some of which involved violent or graphic material.
Greater Manchester mayor Andy Burnham, who many have tipped to become the next Prime Minister, now faces a tricky situation.
The Guardian reported that a senior industry source called on Burnham to not to stay silent, given his support for Everton FC. The anonymous figure said that the country’s leadership would face embarrassment if it endorsed a crypto casino by extension.
Giving Teams Time to Strike New Deals
Existing rules do not prohibit unlicensed operators from sponsoring British clubs, provided they do not transact with British consumers. That rule allows Stake, along with several other brands aimed mainly at Asian audiences, to keep buying prominent sponsorship space on jerseys.
David’s letter to Twycross argued that delaying the consultation launch risks encouraging clubs to interpret the delay as tacit permission to sign new sponsorship deals ahead of next season.
She also pressed the government to warn the EPL that regulators could tear up any deals made with unlicensed firms mid-season if the consultation led to an outright ban.
The coming weeks could reveal new developments. Several clubs that held front-of-shirt deals with unlicensed gambling operators could also announce a similar transition to sleeve sponsors.
Four EPL clubs entered sponsorship agreements with brands operating under TGP Europe’s license last season. That illustrates how widespread the model had become before the company surrendered its U.K. license.
Meanwhile, Sunderland held an agreement with W88, which surrendered its U.K. license in 2024, and Crystal Palace has replaced its agreement with NET88.
Burnley and Wolves suffered relegation, so they can keep their gambling shirt sponsors. However, it remains unclear what Sunderland and Fulham intend to do as they haven’t yet announced replacements for their deals with W88 and SBOTOP, respectively.
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