UK moves to ban unlicensed casino sponsorship after Everton signs Stake.com sleeve deal

The Department for Culture, Media and Sport (DCMS) is preparing a consultation that could lead to a ban on unlicensed gambling operators sponsoring British football clubs. The move follows Everton Football Club’s three‑year sleeve sponsorship agreement with the crypto casino Stake.com, signed despite guidance from the Gambling Commission.

Stella David, chief executive of Entain, warned ministers that “sponsorship agreements with unlicensed firms were ‘surely now being finalised’” and urged swift action. A senior industry source called on Manchester Mayor Andy Burnham to condemn the deal, noting that the prime minister could be seen wearing a shirt that promotes an unregulated casino.

Stake.com relinquished its UK licence in 2025 after regulatory scrutiny, yet it continues to sponsor clubs through sleeve and training‑kit branding. The forthcoming consultation will seek expert opinion on closing the loophole that permits offshore gambling firms to target UK consumers via football sponsorship.