TLDR
- The UK government is preparing a consultation to close a loophole letting unlicensed offshore gambling firms sponsor British football clubs.
- Everton signed a three-year sleeve sponsorship deal with crypto casino Stake.com, reigniting debate over gambling in football.
- Stake no longer holds a UK gambling licence after its white-label partner gave up its licence last year.
- Entain’s CEO pushed ministers to speed up the review before clubs locked in new season sponsorship deals.
- Everton and Greater Manchester mayor Andy Burnham have not commented on the sponsorship deal.
The UK government is getting ready to launch a consultation on gambling sponsorship rules in British football. The goal is to stop unlicensed offshore betting companies from sponsoring sports teams.
This plan was expected to start in spring but stalled after February. During that pause, some offshore operators signed new sponsorship deals with Premier League clubs.
Entain’s chief executive, Stella David, wrote to the gambling minister in June. She asked the government to move faster before clubs finalized deals for the new season.
David warned that silence from the government could be read as a green light. She said clubs might assume these sponsorship deals were still allowed.
Weeks later, Everton announced a three-year sleeve sponsorship deal with Stake.com, a crypto casino. The deal quickly drew attention back to gambling sponsorships in football.
Everton’s Sponsorship History With Stake
Stake was once Everton’s main shirt sponsor. That changed when the Premier League introduced a voluntary phase-out of front-of-shirt gambling sponsorships starting in the 2026-27 season.
Many clubs responded by moving gambling sponsors to shirt sleeves, training kits, or stadium ads instead of ending the partnerships. Everton’s new deal with Stake follows that same pattern.
Some in the gambling industry criticized the timing of the deal. One executive suggested Andy Burnham, a lifelong Everton fan and gambling critic, should speak out against it.
Burnham did not respond to requests for comment. Everton also declined to comment on the new agreement.
Stake’s UK Licence Status
Stake stopped operating under a UK gambling licence last year. This happened after its white-label partner, TGP Europe, gave up its licence during a regulatory review.
Around the same time, the Gambling Commission looked into promotional content that linked the Stake brand to adult performer Bonnie Blue. Following that review, the regulator reminded clubs that promoting unlicensed gambling brands could carry legal risk for both parties.
Stake has said it does not accept bets from UK customers. The company has also said it does not approve when its branding shows up in unauthorized online content.
Current UK law still allows offshore companies without a British licence to sponsor local clubs. This mostly applies to operators focused on betting markets outside the UK, including parts of Asia.
The upcoming consultation will look at whether this exemption should be removed. Officials reportedly believe it is not appropriate for clubs to promote gambling brands that fall outside UK consumer protections.
David also raised concerns that some unlicensed operators may still be taking bets from UK customers illegally. She said this could reduce tax revenue and expose gamblers to services with fewer safeguards.
There is no claim that these allegations involve Stake specifically. No wrongdoing has been alleged against the company in this case.
The government has not given an exact date for when the consultation will open. Officials say it is expected sometime this week.
