Everton finds itself in the spotlight as its front-of-shirt sponsor, Stake, faces a heated controversy.
The Australian online casino recently featured in an advertisement with adult film actress Bonnie Blue. Consequently, the club now faces intense public and regulatory scrutiny.
The controversy deepened when it emerged that Stake is set to forfeit its license in Great Britain. Furthermore, this decision has sparked debates over the club’s sponsorship choices. Fans and industry insiders are watching every development with keen interest.
In addition, the Gambling Commission will send a formal warning to Everton. The regulator insists that the club must ensure unlicensed gambling sites remain inaccessible in the UK. This move underscores the tightening grip of regulatory oversight on sports sponsorships.
Moreover, regulators plan to contact Nottingham Forest regarding their sponsorship with Kaiyun and Leicester City’s BC.Game deal. Both sites lack a UK license, which adds another layer of concern. Hence, these clubs face similar scrutiny over their commercial partnerships.
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An industry insider expects Everton to maintain their partnership with Stake until the season’s end. He argued that only a few months remain in the current campaign. Therefore, any drastic changes seem unlikely at this stage.
Everton teamed up with Stake in June 2022. The deal is reportedly valued at over £10 million per year. This partnership has boosted the club’s commercial profile, despite the ongoing controversy.
Furthermore, the incident signals that clubs may need to rethink their sponsorship criteria in future deals. Many clubs already partner with sponsors that are unlicensed in the UK. Consequently, commercial teams often prioritize global reach over local licensing details.
Lastly, Everton’s financial performance remains under the microscope. The club’s commercial revenue hit £39 million in the 2022-23 season, while overall turnover rose from £172 million in 2022-23 to £183 million last season. Nonetheless, expectations for 2023-24 revenue remain modest, and the club may feel the pressure to perform even better.