The UK government plans to consult on a ban that would stop gambling operators without a British licence from sponsoring sports clubs. The review comes after Everton agreed a new sleeve partnership with Stake for the 2026 to 2027 Premier League season.
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Everton shifted Stake branding from the shirtfront to the sleeve after the Premier League voluntary ban began. The new three year agreement arrived while the Department for Culture, Media and Sport delayed a consultation first promised for spring 2026.
A future ban could force clubs to end existing agreements if the final rules cover live contracts. Entain CEO Stella David warned Gambling Minister Baroness Twycross in June that teams were likely finalising deals during the delay.
David argued that silence from government could look like approval. She also asked officials to warn the Premier League that clubs might need to cancel unlicensed sponsorships during the season.
The government first announced the proposed restriction in February. Officials said offshore operators can use major football clubs to reach British fans without meeting Gambling Commission standards.
Stake left the regulated British market in 2025 after white label partner TGP Europe surrendered its licence. The Gambling Commission said TGP faced a proposed £3.3 million penalty and major compliance changes before the exit.
The regulator later warned clubs and executives that they could face prosecution if promotional activity directs UK consumers toward an illegal gambling service. Stake maintains that it blocks UK customers.
A DCMS spokesperson said: “It’s not right that unlicensed gambling operators can sponsor some of our biggest football clubs, raising their profile and potentially drawing fans towards sites that don’t meet our regulatory standards.”
The spokesperson added: “That is why we are looking to ban unlicensed operators from sponsorship deals in British sport and our consultation on the matter will go live soon.”