The UK Department for Culture, Media and Sport (DCMS) is set to initiate a consultation this week regarding proposals aimed at prohibiting unlicensed gambling operators from sponsoring British sports teams, as reported by sources familiar with the situation and cited by The Guardian.
This decision follows a prolonged delay that critics argue allowed offshore betting companies to secure new sponsorship agreements with Premier League clubs before any restrictions could be implemented.
Plans to eliminate unlicensed gambling operators from football sponsorships have been pending since February, when the DCMS announced that a formal review would commence in the spring. The upcoming consultation, now anticipated to begin this week, comes several months after that initial announcement.
In the meantime, Everton FC has entered into a three-year sleeve sponsorship deal with Stake.com, an Australian operator lacking a UK gambling license. This agreement was finalized despite the Gambling Commission's guidance advising clubs to reconsider such partnerships.
Stella David, CEO of Entain, wrote to Gambling Minister Baroness Twycross in early June, prior to the announcement of the Everton deal, warning that sponsorship agreements with unlicensed firms were likely being finalized. Her letter also expressed concerns that the lack of government action might be interpreted by clubs as implicit approval to pursue new sponsorships for the upcoming season. She suggested that the Premier League be informed that any resulting deals could be subject to cancellation mid-season if the consultation results in a ban.
Furthermore, the letter highlighted that unlicensed operators accepting bets illegally in the UK divert tax revenue from the Treasury, benefit organized crime, and pose risks to consumer welfare. It is important to note that there were no specific allegations against Stake in David's comments.
An anonymous senior industry source reportedly urged Manchester Mayor Andy Burnham, a lifelong Everton supporter, to publicly denounce his club's partnership with Stake, referencing Burnham's history of criticizing the gambling industry since taking office.
The source emphasized that Burnham should leverage his position to speak out, warning that the Prime Minister could eventually be seen wearing an Everton shirt featuring the branding of the crypto operator, and called for Burnham to categorically reject the club's arrangement.
Last year, Stake withdrew from the UK market after its white-label partner, TGP Europe, surrendered its operating license amid a review by the Gambling Commission. This review was prompted by scrutiny of promotional content linked to the Stake brand, including material shared by adult performer Bonnie Blue, who described a controversial stunt involving students at Nottingham Trent University.
Stake's branding had also appeared in various viral social media videos, some of which depicted violent or graphic content. Following the surrender of its license, the Gambling Commission warned sports organizations and their executives that they could face legal action for promoting unlicensed gambling businesses targeting UK consumers. Stake has stated that it does not accept bets from customers based in the UK.
Current legislation does not prohibit unlicensed operators, including several brands that primarily target football fans in East Asia, from entering into sponsorship agreements with British clubs. The upcoming consultation aims to gather expert opinions on addressing this regulatory gap.
Previously, Stake sponsored Everton's shirt front before new regulations took effect for the 2026-27 season, under a voluntary agreement between the Premier League and the government that bans front-of-shirt sponsorships from both casino and sportsbook operators, including licensed ones. This shift has redirected sponsorship activities towards shirt sleeves and training kits, while pitchside advertising remains unaffected.