Everton's Stake Sleeve Deal Triggers UK Review of Unlicensed Gambling Sponsors

Everton FC confirmed a three-year sleeve sponsorship deal with Stake, the Australian-based crypto casino that surrendered its UK gambling license last year, just as the Department for Culture, Media and Sport (DCMS) launched a long-delayed consultation on banning unlicensed gambling operators from sponsoring British sports teams. The timing means Stake's branding will appear on Everton shirts from August 2026 under the new 2026-27 Premier League front-of-shirt gambling ban, exploiting a loophole that covers only the shirt front and not the sleeve, while the government review that could kill the deal entirely is now underway.

How the Everton-Stake Deal Is Structured

Stake, which had been Everton's front-of-shirt sponsor since 2022 in a deal reportedly worth approximately £10 million per year, moved its branding to the shirt sleeve as the Premier League's voluntary ban on front-of-shirt gambling sponsorships took effect for the 2026-27 season. The three-year extension covers sleeve branding on both the men's and women's teams from August 2026, alongside branding at Goodison Park (home of Everton Women), the Hill Dickinson Stadium, the Finch Farm training ground, matchday content and digital channels.

Simultaneously, Everton named CMC Markets, a UK-regulated financial services and online trading firm, as its new front-of-shirt sponsor. Reports estimate the dual arrangement will push Everton's combined annual kit revenue past £20 million. The Premier League's voluntary restriction covers only matchday shirt fronts, leaving sleeves, stadium advertising, digital channels and training kit partnerships fully available to gambling operators.

"We are pleased to see our relationship with Stake evolve and look forward to continuing to work together across the coming seasons." - Andrew Middleton, President of Business Operations, Everton FC

Why Stake Has No UK Gambling License

Stake exited the UK regulated market after its white-label partner, TGP Europe, relinquished its operating license following a review by the Gambling Commission. The review came after scrutiny of promotional content associated with the Stake brand. Despite losing its UK license, Stake faces no current legal barrier to sponsoring UK sports teams, as no law prohibits unlicensed gambling companies from UK sports sponsorships. The Gambling Commission has issued guidance advising clubs to reconsider such partnerships, but it carries no enforcement power.

Fellow Premier League club Fulham continues a partnership with SBOTOP, which also does not hold a UK gambling license. Bournemouth, Newcastle United, Chelsea, Nottingham Forest, Leeds United, Sunderland, Crystal Palace and Ipswich Town all maintain partnerships with 8xbet, another operator without a UK license. At least eleven Premier League clubs featured gambling companies as front-of-shirt sponsors during the 2025-26 season.

What the DCMS Consultation Covers

The DCMS announced in February 2026 that it would crack down on gambling sponsors without valid UK licenses, with Culture Secretary Lisa Nandy stating: "It is not right that unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that do not meet our regulatory standards." The review was originally scheduled for spring 2026 but was repeatedly delayed. It launched in the week of July 13, 2026, per reporting by The Guardian and CasinoBeats.

The delay allowed Everton to finalize its Stake sleeve deal before any new rules took effect. Entain CEO Stella David wrote to Gambling Minister Baroness Twycross in early June, warning that the government's inaction "raises the real and imminent risk of football clubs interpreting the absence of government action as a green light to enter into new sponsorship agreements for next season. These deals are surely now being finalised." Weeks later, Everton announced the Stake extension.

Club	Unlicensed Gambling Partner	Type of Deal
Everton	Stake (no UK license)	Sleeve sponsor from Aug 2026
Fulham	SBOTOP (no UK license)	Official partner (not front of shirt)
Newcastle United	8xbet (no UK license)	Digital and LED advertising partner
Chelsea	8xbet (no UK license)	Commercial partner
Nottingham Forest	8xbet (no UK license)	Commercial partner
Tottenham Hotspur	Betano (licensed)	Training wear partner

Industry Reaction: Licensed Operators Pushing Back

The Betting and Gaming Council, which represents licensed UK gambling operators, stated: "We agree with DCMS Secretary Lisa Nandy: it is not right that gambling companies without a UK licence can sponsor Premier League clubs. If an operator wants the visibility and credibility of English football, they should meet the high regulatory standards set here in the UK." Entain's Stella David separately argued that unlicensed operators taking bets illegally in the UK divert tax revenue from the Treasury, benefit organised crime networks and pose risks to consumer welfare.

The Independent Football Regulator (IFR), newly established in the UK, is also watching developments closely. Industry observers note that by exploiting the sleeve loophole so visibly, Premier League clubs may have secured short-term revenue while guaranteeing closer regulatory scrutiny over the long term.

Could the Everton-Stake Deal Be Canceled?

Yes, if the DCMS consultation leads to a complete ban on unlicensed gambling sponsorships. The consultation could result in legislation requiring clubs to terminate existing contracts with operators that do not hold UK gambling licenses. The three-year nature of Everton's Stake deal means the agreement would span multiple seasons and multiple potential regulatory changes. A ban would also affect Fulham's partnership with SBOTOP and the multiple 8xbet partnerships across the league. The UK has warned clubs that operators found to be illegally accepting UK customers could face sanctions, with clubs potentially required to cut ties completely if new rules are implemented.

Frequently Asked Questions

Is Stake licensed to operate in the UK?

No. Stake surrendered its UK gambling license via its white-label partner TGP Europe following a Gambling Commission review. However, no current UK law prohibits unlicensed gambling operators from sponsoring British sports teams.

Why did the Premier League ban front-of-shirt gambling sponsors?

Premier League clubs voluntarily agreed to ban gambling brands from the front of shirts from the 2026-27 season in response to government pressure and public concern about gambling advertising. The ban does not cover sleeve sponsorships, stadium advertising, digital channels or training kit deals.

What could the DCMS consultation change?

If the consultation leads to legislation, it could require Premier League clubs to terminate all commercial agreements with gambling operators that do not hold valid UK gambling licenses, including current sleeve and commercial partner deals.

Which other Premier League clubs have partnerships with unlicensed gambling operators?

As of July 2026, clubs with partnerships involving operators without a UK gambling license include Everton (Stake), Fulham (SBOTOP), and eight clubs including Newcastle, Chelsea, Nottingham Forest and Crystal Palace (8xbet).