The Premier League’s gambling front-of-shirt ban has not halted Everton’s long-standing relationship with Stake, as the operator has shifted to becoming a shirt sleeve sponsor for the new season.
Though allowed under current rules set out by the Premier League and Gambling Commission, the decision could leave the Toffees in a sticky situation down the line as scrutiny continues to ramp up on English football’s relationship with unlicensed operators.
Earlier this year, the Department for Culture, Media and Sport (DCMS) announced a consultation on banning UK sports teams from partnering with gambling companies that do not hold a UK licence.
Culture Secretary Lisa Nandy said at the time that it is ‘not right’ that gambling companies not licensed in the UK can ‘raise their profile and potentially draw fans towards sites that don’t meet our regulatory standards’, through their association with Premier League clubs.
Stake under the spotlight
Stake was forced to exit the UK last year after it used an advertising campaign featuring the controversial adult film star Bonnie Blue. Despite this incident, Everton was allowed to continue its relationship with Stake as, under GC rules, football clubs can work with unlicensed operators as long as they ensure UK-based consumers cannot access the sites.
In its announcement of the continuation of the partnership, Everton emphasised that all partnership activity will be in ‘full compliance with relevant regulations, industry standards and marketing requirements’.
However, it is unlikely that this caveat will placate the rising tide of momentum against companies like Stake and their place in the UK gambling ecosystem.
Earlier this month, Entain name-checked Stake as among the more than 30 different unregulated gambling websites targeting UK players through mediums such as football, ‘the manosphere’, gaming and viral short-form video.
Alongside Everton, Stake’s connection with football extends to partnerships with notable former players such as Sergio Aguero, Patrice Evra, Iker Casillas and Eden Hazard.
Entain’s Chief Executive, Stella David, has urged the Independent Football Regulator to include unlicensed gambling sponsors within the remit of clubs accepting income ‘connected to serious criminal conduct’, as she argued that these operators are committing a criminal offence by accepting bets from British consumers.
David said: “Premier League clubs are being sponsored by criminal gambling firms. The Independent Football Regulator can stop this tomorrow by simply acknowledging that unlicensed gambling companies targeting UK customers through English football are breaking the law – plain and simple.
“The regulator does not need any new powers, new legislation, or even a new rule to make this happen. In fact, it has already drafted one. We are asking the regulator to define and apply it before the next season begins. The IFR was created to fix English football’s governance failures. This is one of them.”
Premier League ban fit for purpose?
While Premier League sides have been forced to shift away from gambling companies as their front-of-shirt partner as a result of the voluntary ban, the continuation of Everton’s relationship with Stake highlights the potential pitfalls in the mandate.
Given that clubs are still able to broker deals for activations such as sleeve sponsors and training wear, there is a real possibility that there will still be significant visibility of the gambling industry at Premier League matches
Everton confirmed, as part of the new deal, that Stake’s branding will appear around the Hill Dickinson Stadium, Goodison Park – now home of the club’s women’s team – and its Finch Farm training ground.
Andrew Middleton, Everton’s President of Business Operations, said: “As we continue to build commercial momentum, this agreement demonstrates the value partners see in Everton, our new stadium and the direction of the Club.
“We are pleased to see our relationship with Stake evolve and look forward to continuing to work together across the coming seasons.”
As part of the changes, Everton has swapped Stake for the financial services firm CMC Markets as its principal partner.
Though regulated by the Financial Conduct Authority and licensed in the UK, unlike Stake, it could be argued that Everton has quietly swapped one form of gambling for another given that CMC Markets offers online trading, investing and spread betting.
While there are no questions of Everton breaking any rules with the dual announcements, it calls into question whether the club’s commercial activity sits within the spirit of the new set of guidelines that Everton agreed on when voting for the voluntary ban in 2023.
Premier League clubs, in many senses, jumped before they were pushed when it came to the government stepping in with regulation. However, if the ban is identified as flimsy by a new government, it could lead to intervention, especially as we brace for the most left-leaning leadership in many years.
