Everton’s shirt sponsor, Stake, has decided to give up its UK license following an investigation into a controversial advertisement featuring adult actress Bonnie Blue. The video, filmed outside Nottingham Trent University, showed Blue, with Stake’s logo displayed, stating she was there to “sleep with 180 barely-legal 18-year-olds.”
The ad has received widespread criticism, with campaigners urging the culture secretary to take action against the use of explicit content to promote gambling to young people. In response, the Gambling Commission has informed Everton that they must ensure unlicensed gambling websites, like the one associated with their sponsorship, are not accessible in the UK.
The regulator is also reaching out to other Premier League clubs with sponsorship deals with unlicensed operators, such as Nottingham Forest and Leicester City, who are partnered with Kaiyun and BC.Game, respectively. After the Gambling Commission launched its inquiry, Stake, an Australian-based online betting company, decided to exit the UK market. Everton has confirmed that it will not seek a replacement for Stake as their main sponsor.
Stake operates as a cryptocurrency-based casino and sportsbook and was licensed by TGP Europe, a company based in the Isle of Man. This “white-label” arrangement allowed Stake to enter the UK market without heavy infrastructure costs. However, the company’s UK operations will stop accepting new registrations, and its services will be shut down by March 11.
The company has explained that its decision to leave the UK was made in agreement with TGP Europe, and it plans to focus on obtaining local licenses through its own platform. Stake has pointed to its recent growth in regulated markets such as Italy and Brazil as part of its long-term strategy. The Gambling Commission has warned the clubs involved that they could face fines or even prison time for promoting unlicensed gambling services. It is requesting that the clubs ensure they have thoroughly reviewed their partnerships and guarantee that UK users, even those using VPNs, cannot access the unlicensed websites.
Alongside the closure of Stake’s UK operations, the Gambling Commission has assured customers that they will still be able to withdraw funds after the shutdown, with clear instructions from the operator. Bonnie Blue, who appeared in the controversial ad, is not part of the investigation, and no wrongdoing is attributed to her. The ad, which was not posted by an official Stake account, has since been removed.
In response to broader industry changes, Premier League clubs have agreed to stop using gambling companies as their main shirt sponsors by the 2025-26 season, although gambling ads will still appear in other places, such as on shirt sleeves and digital boards. The increasing use of gambling sponsorships in football has attracted attention from the government and advocacy groups. A 2024 study found that betting ads during the opening weekend of the Premier League season had almost tripled from the previous year, raising concerns about the impact of gambling, particularly addiction.
Everton has declined to comment on the issue, and the BBC has reached out to Leicester City, Nottingham Forest, TGP Europe, and Bonnie Blue for statements.
