Everton could be forced to drop Stake as a front of shirt sponsor after the brand announced it was withdrawing from the UK market.
The controversial gambling sponsor, which has been an unpopular choice with Evertonians as a front of shirt sponsor, will close its UK sites by 11 March and will no longer be a registered gambling site amid investigations by the gambling commission.
It means Everton will face the risk of promoting an unregistered gambling site if they maintain the contract with Stake.
The gambling commission will now write to Everton to advise them on publicising illegal gambling sites after the shutdown date. It says: “The Commission will be writing to Everton – along with two other football clubs with unlicensed sponsors – warning of the risks of promoting unlawful gambling websites.
“The Commission will seek assurance from the clubs that they have carried out due diligence on their white label partners and that consumers in Great Britain cannot transact with the unlicensed sites.”
Stake, which is run by TGP Europe in the UK, caused controversy when an adult actress was filmed alongside the Stake logo outside Nottingham University.
In April 2023 Stake was forced to pay a £316,250 penalty for anti-money laundering (AML) and social responsibility failures. The ruling said the company continued to let gamblers spend money despite hitting multiple safer gambling alerts without intervention. It also did not have money laundering and terrorist financing risk assessment.
The company is also under investigation from the Advertising Standards Authority over advertising aimed at children across social media.
Everton were due to separate from Stake at the end of next season when new rules come into effect that ban betting sponsors on shirts. However, the latest ruling could see Everton drop Stake early and replace it with a new sponsor.
The news will come as a relief for Everton fans, who have widely criticised the club’s use of the gambling sponsor. The club, under the stewardship of new owners The Friedkin Group, could use the owner’s ties to find a new sponsor.
The Friedkin Group secured Riyadh Seasons, the entertainment brand from Saudi Arabia, as sponsor of Roma’s shirts and has secured major sponsorship deals with the likes of Toyota. The Friedkin Group owns Toyota Gulf, the largest Toyota importer on the US.
The Friedkin’s links to Toyota also saw Lexus advertising hoardings appear at Goodison Park during the past two home games, adding to theories the Friedkin Group may find a naming partner for Bramley Moore Stadium from its own commercial stable.