Everton Football Club faces a significant sponsorship setback as their main shirt sponsor, Stake, decides to withdraw from the UK market. This decision comes in the wake of a Gambling Commission investigation into an advertisement featuring adult content star Bonnie Blue, which was deemed to promote gambling to young audiences.

The Controversial Advert

The ad, filmed outside Nottingham Trent University, featured Bonnie Blue claiming she was there to "sleep with 180 barely-legal 18-year-olds," with Stake's logo prominently displayed. The campaign sparked outrage, with activists urging the government to intervene, citing concerns over the use of sexual content to target young people with gambling promotions.

Gambling Commission's Response

The Gambling Commission has taken a firm stance, warning Everton and other clubs like Nottingham Forest and Leicester City about their responsibilities regarding the promotion of unlicensed gambling sites. Clubs could face severe penalties, including fines and jail time, if found guilty of promoting unlawful gambling activities.

Stake, which operates under a white-label agreement through TGP Europe in the Isle of Man, has announced it will cease operations in the UK by March 11. The company plans to focus on securing local licenses in other regulated markets, such as Italy and Brazil.

Premier League's Stance on Gambling Sponsorships

This incident adds to the growing scrutiny of gambling sponsorships in football. While Premier League clubs have agreed to phase out gambling companies as main shirt sponsors by the 2025-26 season, they will continue to accept gambling-related advertisements on shirt sleeves and digital boards. Critics, including former player Tony Kelly, have warned of the "dark side" of sports betting, including its potential to fuel gambling addiction.

Industry Concerns and Future Implications

The Gambling Commission has emphasized the need for clubs to ensure their sponsors are properly licensed and to block access to unlicensed sites for UK users, even those using VPNs. The regulator also reassured customers that they can recover their funds from closed accounts by contacting the operators directly.

This case underscores the challenges football clubs face in balancing lucrative sponsorship deals with ethical considerations and regulatory compliance. As the debate over gambling in sports intensifies, the industry is likely to see further reforms aimed at protecting consumers and maintaining the integrity of the game.