Everton FC is facing a potential investigation into its sponsorship deal with Stake.com, an Australian-based online casino, following allegations of promoting unlicensed gambling ¹. The Coalition to End Gambling Ads (CEGA) has accused Everton and Leicester City of advertising Stake.com and BC.Game, respectively, despite these companies being inaccessible in the UK due to licensing issues.
The controversy surrounding Stake.com began when the company featured a porn actress in one of its social media ads, which targeted younger audiences ¹. This led to the UK Gambling Commission (UKGC) objecting to the ad, and Stake.com eventually agreeing to withdraw from the UK market.
Everton’s £10 million sponsorship deal with Stake.com, signed in November 2022, has raised concerns about the club’s due diligence and compliance with UKGC regulations ¹. The UKGC has warned that promoting unlicensed gambling businesses can lead to prosecution, fines, and imprisonment.
The investigation into Everton’s sponsorship deal comes amid growing concerns about the influence of gambling companies in the Premier League. With the UKGC cracking down on unlicensed operators, Everton and other clubs may face increased scrutiny over their sponsorship deals.
Key Implications:
– Reputation Damage: Everton’s reputation could suffer if the investigation finds the club guilty of promoting unlicensed gambling.
– Financial Consequences: The club may face fines or penalties if found non-compliant with UKGC regulations.
– Premier League Scrutiny: The investigation could lead to increased scrutiny of Premier League clubs’ sponsorship deals with gambling companies.
