A three-year sponsorship agreement between Everton FC and the unlicensed cryptocurrency casino Stake has ignited criticism regarding the government's delay in prohibiting such partnerships. Critics argue that this inaction allows offshore operators to gain an advantage over regulatory measures.
The U.K. government is finally set to initiate a consultation aimed at limiting sponsorships from unlicensed gambling operators to British sports teams, after failing to meet its own spring deadline. This delay has drawn ire, with accusations that it has enabled offshore companies to secure lucrative contracts with clubs in the English Premier League (EPL).
In February, the Department for Culture, Media, and Sport announced plans for a formal review in the spring, but this review has yet to take place. In the meantime, concerns raised by licensed operators have begun to materialize. Stella David, CEO of Entain, which owns Ladbrokes, reached out to gambling minister Baroness Twycross in early June, expressing worries that clubs may still be pursuing new agreements with unlicensed operators.
Shortly thereafter, Everton confirmed its three-year sleeve sponsorship deal with Stake, moving the company’s logo from the front of the jersey. This agreement underscores an unintended consequence of the Premier League’s voluntary ban on front-of-shirt gambling sponsorships, as it does not extend to sleeve sponsorships or clubs outside the top tier.
The Guardian has reported that the long-awaited consultation is anticipated to commence this week.
Stake had previously catered to U.K. customers through a white-label partnership with TGP Europe but relinquished its license following a regulatory review. This exit from the market occurred in March 2025 amid an investigation by the U.K. Gambling Commission (UKGC) regarding its marketing strategies.
The UKGC launched this investigation after Stake’s branding appeared in a video by adult content creator Bonnie Blue, as well as in other viral clips that included violent or graphic content.
Greater Manchester Mayor Andy Burnham, who is seen as a potential future Prime Minister, now finds himself in a challenging position. A senior industry source has urged him to speak out, given his support for Everton FC, warning that the government could face embarrassment if it is perceived as endorsing a cryptocurrency casino.
Current regulations do not prevent unlicensed operators from sponsoring British clubs, as long as they do not engage with British consumers. This loophole has allowed Stake and other brands targeting primarily Asian markets to continue acquiring prominent sponsorship placements on jerseys.
David's correspondence with Twycross highlighted that the delay in launching the consultation could inadvertently encourage clubs to view this inaction as implicit approval to finalize new sponsorship agreements ahead of the upcoming season. She also urged the government to inform the EPL that any deals made with unlicensed companies could be nullified mid-season if the consultation results in a ban.
In the coming weeks, developments are expected as several clubs that previously held front-of-shirt agreements with unlicensed gambling operators may announce similar transitions to sleeve sponsorships. Last season, four EPL clubs entered into sponsorships with brands operating under TGP Europe’s license, illustrating the prevalence of this model before the company forfeited its U.K. license.
Meanwhile, Sunderland had a sponsorship deal with W88, which also surrendered its U.K. license in 2024, while Crystal Palace has replaced its agreement with NET88. Burnley and Wolves, having been relegated, can retain their gambling shirt sponsors. However, it remains uncertain what Sunderland and Fulham plan to do regarding their deals with W88 and SBOTOP, as they have not yet announced replacements.