Scandal Erupts as Stake’s Sponsorship of Everton Faces Fallout
The Australian gambling website Stake, the front-of-shirt sponsor of Everton Football Club, has decided to exit the UK market following a controversial video posted by adult actress Bonnie Blue. The video, which featured the Stake logo, showed Blue outside Nottingham Trent University, claiming she was there to "sleep with 180 barely-legal 18-year-olds." The video, though never officially promoted by Stake, has sparked outrage and led to an investigation by the UK Gambling Commission.
The Video and Its Aftermath
The controversial clip, which has since been deleted, was shared on social media and quickly gained attention. Campaigners from the Coalition to End Gambling Ads expressed their outrage and urged the Culture Secretary to intervene. The video, despite not being promoted by any official Stake accounts, featured the company’s logo prominently. This connection was enough to prompt the Gambling Commission to launch an investigation into Stake’s activities in the UK.
Stake’s Strategic Retreat
In response to the investigation, Stake has made a strategic decision to exit the UK market. The company, which has been Everton’s shirt sponsor since the start of the 2022-23 season, signed a deal worth £10 million per year with the club, the highest front-of-shirt sponsorship in Everton’s history. When approached for comment, Stake stated, "Stake has made a strategic decision in mutual agreement with TGP Europe to exit white-label agreements and focus on securing local licenses through our in-house platform and operations. Building upon our growth in key regulated markets such as our recent expansions into Italy and Brazil."
The Investigation and Legal Implications
The Gambling Commission is looking into the incident to ensure that Stake’s operations in the UK were in compliance with the law. The Commission has also written to Everton to warn the club of its responsibilities around sponsorships. The letter emphasizes that "club officers will be liable to prosecution and, if convicted, face a fine, imprisonment or both" if they promote an unlicensed gambling business. The Commission is seeking assurances from the club that they have "carried out due diligence … and that consumers in Great Britain cannot transact with the unlicensed sites."
Bonnie Blue: Controversial Content Creator
Bonnie Blue, whose real name is Tia Billinger, has made headlines in recent months for her controversial content, particularly her claims on the adult platform OnlyFans. One of her most notorious claims involves sleeping with 1,057 men in 12 hours, a statement that has put her in the spotlight for both notoriety and scrutiny. Despite the controversy, Blue is not included in the Gambling Commission’s investigation, and there is no suggestion of any wrongdoing on her part. Her role in the video was to promote an event, but the use of the Stake logo has raised serious concerns about the company’s oversight and brand management.
Future Implications for Premier League Clubs
The Gambling Commission is also writing to two other Premier League clubs over unlicensed gambling partners. Nottingham Forest, sponsored by Kaiyun, and Leicester City, sponsored by BC.Game, will both be contacted and warned. The Commission’s actions highlight the increasing scrutiny of gambling sponsorships in the UK. The Premier League has already announced that clubs will be unable to use bookmakers and gambling companies as their front-of-shirt sponsors from the 2026-27 season. This decision underscores the growing recognition of the potential risks and ethical concerns associated with such sponsorships.
The fallout from this incident is a clear indication of the changing landscape in the sports and gambling industries. As regulatory bodies and public opinion become more stringent, companies and clubs alike will need to reassess their business practices and partnerships to ensure they remain compliant and ethically sound.
