Everton-Stake sleeve deal exposes gambling sponsorship loophole

Everton has agreed a three-year sleeve sponsorship with unlicensed crypto casino Stake, moving the firm’s logo from the front of the shirt to the sleeve. The deal comes after the government missed a planned spring deadline to launch a consultation on limits for sponsorships by operators without U.K. licences; the review is now expected to begin in mid-July 2026.

Stake surrendered its U.K. operating licence in March 2025 after a Gambling Commission review. Regulators opened the review after Stake branding appeared widely in viral online clips, including material posted by an adult content creator and other footage that drew scrutiny. Before surrendering its licence the firm had reached U.K. customers through a white-label arrangement with TGP Europe.

Under current rules, firms that do not hold a U.K. licence may sponsor British clubs provided they do not accept bets from U.K. customers. The Premier League’s voluntary restriction on gambling front-of-shirt ads applies only to the main shirt position and to clubs in the top flight. Sleeve sponsorships and teams outside the top division are not covered by the voluntary restriction.

Industry figures have moved front-of-shirt gambling partnerships to sleeve deals since the voluntary ban took effect. Four Premier League clubs last season carried brands operating under TGP Europe’s licence before that licence was surrendered. Separate cases include a Sunderland deal with operator W88, which surrendered its U.K. licence in 2024, and a Crystal Palace partnership that was replaced after its previous sponsor exited the market. Clubs relegated from the top flight, such as Burnley and Wolves, are not subject to the Premier League front-of-shirt restriction and can keep gambling sponsors.

Stella David, chief executive of Entain, wrote to gambling minister Baroness Twycross in early June, saying the delay in launching the consultation “risks encouraging clubs to interpret the delay as tacit permission to sign new sponsorship deals ahead of next season.” She urged the government to warn clubs that any future ban could lead regulators to void contracts signed while current rules remain in place.

A senior industry source urged Greater Manchester mayor Andy Burnham, an Everton supporter, to comment publicly because of the club’s profile. The source said national figures could face reputational risk if prominent teams carry brands without U.K. authorisation.

The forthcoming government consultation is expected to consider tighter controls on sponsorship by operators without U.K. licences and whether voluntary Premier League measures should be extended to include sleeve positions and clubs outside the top flight. Any policy change could require clubs to renegotiate or terminate agreements concluded under the existing rules.