Stake is set to depart the UK market following an advertising campaign with controversial adult film star Bonnie Blue.
The marketing video, set outside Nottingham Trent University, prompted an investigation from the UK Gambling Commission after it went viral across social media and featured Stake branding.
Off the back of the investigation, Stake will cease to have a presence in the UK market after TGP Europe Limited (TGP), which operates the site as part of a white-label arrangement, confirmed it will be shutting the site.
TGP has confirmed to the Commission that it will immediately stop accepting new registrations to the Stake.uk.com platform and remove redirection links from the main Stake website, with the final shutdown of the Great Britain site will take place by 11 March 2025.
The Commission also detailed that it will be writing to Everton – along with two other football clubs with unlicensed sponsors – warning of the risks of promoting unlawful gambling websites.
Stake undertook an aggressive viral advertising campaign in the UK – plastering its logo across a myriad of viral social media clips.
The Advertising Standards Authority (ASA) previously emphasised that it was maintaining “a watching brief” on the increasing prevalence of the ‘Stake’ watermark, an online sportsbook and casino.
Website Know Your Meme revealed to InsiderSport that Stake has engaged with various accounts to overlay its logo on unrelated memes, videos and clips as part of a marketing strategy that commenced in August 2024.
Social media platform X also took issue with the approach, as it breached community guidelines and led to community note warnings.
However, it appears that the campaign with viral adult film actress Bonnie Blue was the final straw for Stake, with the operator now losing its UK license off the back of the collaboration.
The Commission has also issued a stern warning to Premier League clubs to ensure that due diligence is done around the brands they partner with.
It informed club officers they may be liable for prosecution and, if convicted, face a fine, imprisonment or both if they promote unlicensed gambling businesses that transact with consumers in Great Britain.
