The recent partnership between Everton and Stake, along with numerous other sponsorship agreements, may face scrutiny following a proposal from the U.K. government to prohibit sponsorships involving unlicensed gambling operators.
On July 15, the U.K. government announced an eight-week consultation regarding the potential ban on sponsorships and advertising from gambling companies lacking a U.K. Gambling Commission (UKGC) license.
This proposed ban would prevent logos of offshore operators from being displayed on team kits, stadium billboards, or within the names of leagues and venues.
The consultation presents two options for implementation: a fixed start date of August 2027, which would precede the 2027-28 football season, or a phased approach allowing existing sponsorships to continue until August 2028. The government favors the August 2027 start date to minimize disruption and provide time for securing legitimate sponsorship alternatives.
Lawmakers are framing this proposal as a means of consumer protection and an effort to combat money laundering. The government highlighted that these changes aim to mitigate vulnerabilities related to money laundering in football, as identified in the U.K.’s National Risk Assessment, which pointed out that clubs and agents could be targets for organized crime.
The government will accept public feedback until September 9 and anticipates making decisions by the end of 2026.
Regarding Everton's deal with Stake, Gambling Minister Fiona Twycross has tempered expectations, suggesting that the impact on most sectors and sports may be limited.
Everton FC, a team in the English Premier League (EPL), recently announced a three-year agreement to feature the logo of crypto casino Stake on their jersey sleeves. This deal follows the ban on front-of-shirt gambling sponsorships, which will take effect in the 2026/2027 season.
Stake exited the U.K. market in May 2025 after its white-label provider, TGP Europe, lost its UKGC license due to insufficient vetting of business partners and violations of anti-money laundering regulations.
Despite being aware in February of the government's potential crackdown on non-UKGC-licensed operators like Stake, Everton proceeded with the sleeve sponsorship agreement.
The government acknowledges that football is particularly affected by unlicensed gambling sponsorships. The consultation revealed that around 40% of EPL clubs had a sponsorship deal with an unlicensed operator during the 2025/2026 season. The government aims for the August implementation date to coincide with the football calendar.
Other sports will also be impacted by this ban. Stake has been involved in Formula 1, sponsoring the Sauber team in 2024 and 2025. Future sponsorship deals may require Stake to withdraw its logos from the British Grand Prix, similar to what occurred at the Dutch Grand Prix.
Additionally, Sportsbet.io, which lacks a UKGC license, sponsors the World Snooker Tour, which held eleven tournaments in the U.K. in 2026.
It is important to note that the proposed ban will only affect physical sponsorships and advertising, including kit sponsorships, pitch-side billboards, tournament programs, and naming rights for leagues and venues. The government has indicated that extending these restrictions to online advertising would necessitate new legislation and currently sees insufficient evidence to warrant such a move, although they remain open to future actions if needed.
Finally, white label agreements will not be included in the proposed ban.