Everton Football Club’s primary shirt sponsor, Stake, has made the decision to relinquish its gambling licence in Great Britain following an investigation into a controversial social media advertisement. The Australian-based online betting firm’s departure from the UK market comes amidst growing scrutiny of gambling sponsorships in football and concerns about the promotion of betting to young people.
The Controversial Advertisement
The catalyst for Stake’s exit was a social media video featuring adult film actress Bonnie Blue, which sparked outrage and prompted an investigation by the Gambling Commission. In the now-deleted video, filmed outside Nottingham Trent University, Blue made provocative statements about engaging in intimate activities with “180 barely-legal 18-year-olds”. The advertisement, which displayed Stake’s logo, raised serious concerns about the use of sexual content to promote gambling to young adults.
A spokesperson for the Gambling Commission stated, “We take the protection of vulnerable individuals, particularly young people, very seriously. The content of this advertisement was deeply troubling and warranted immediate investigation.”
Gambling Commission’s Response
Following the incident, the Gambling Commission launched a thorough investigation into Stake’s operations and marketing practices. The regulatory body’s findings led to Stake’s decision to surrender its licence in Great Britain.
A representative from the Gambling Commission commented, “Our investigation revealed serious concerns about the company’s adherence to responsible gambling practices and marketing regulations. As a result, Stake has chosen to exit the UK market rather than face potential sanctions.”
Implications for Everton FC
The sudden departure of Stake leaves Everton Football Club in a challenging position regarding their shirt sponsorship. The club, which has faced financial difficulties in recent years, now faces the prospect of finding a new main sponsor mid-season.
An Everton FC spokesperson stated, “We are aware of the situation regarding our shirt sponsor and are currently evaluating our options. The club remains committed to responsible partnerships and will make further announcements in due course.”
Broader Impact on Football Sponsorships
Stake’s exit from the UK market highlights the growing scrutiny of gambling sponsorships in football. The Premier League has already agreed to phase out gambling companies as main shirt sponsors by the end of the 2025-26 season, but this incident may accelerate discussions about further restrictions.
Football finance expert Dr Rob Wilson commented, “This situation underscores the need for clubs to carefully consider their sponsorship partnerships. The reputational risks associated with gambling sponsorships are becoming increasingly apparent, and we may see a shift towards more socially responsible partnerships in the future.”
Regulatory Warnings to Other Clubs
In light of the Stake incident, the Gambling Commission has issued warnings to other Premier League clubs with sponsorship deals from unlicensed gambling websites. Nottingham Forest and Leicester City, sponsored by Kaiyun and BC.Game respectively, have received letters from the regulator.
The Commission’s statement read, “We are writing to these clubs to remind them of their responsibilities and the potential legal consequences of promoting unlicensed gambling websites. Club officers could face severe penalties, including imprisonment and unlimited fines, if found guilty of such promotion.”
The Future of Gambling Sponsorships in Football
As the debate around gambling sponsorships in football intensifies, many industry experts predict a shift towards alternative forms of sponsorship. Some clubs have already begun exploring partnerships with cryptocurrency firms, tech companies, and socially responsible organisations.
Sports marketing analyst Sarah Thompson noted, “We’re likely to see a diversification of sponsorship deals in the coming years. Clubs will be looking for partners that not only provide financial support but also align with their values and community responsibilities.”
The exit of Stake from the UK market and the surrender of its gambling licence marks a significant moment in the ongoing debate about the relationship between gambling and football. As regulatory bodies tighten their oversight and public awareness grows, football clubs and gambling companies alike will need to navigate an increasingly complex landscape of sponsorship and marketing regulations.
The incident serves as a stark reminder of the responsibilities that come with high-profile sponsorships and the potential consequences of controversial marketing tactics. As the football industry continues to evolve, the balance between commercial interests and social responsibility will remain a critical issue for clubs, sponsors, and regulators alike.