Everton's shirt sponsor Stake have been the centre of a sex stunt probe
A sex stunt by adult star Bonnie Blue has seen Everton's shirt sponsor leave the UK.
Everton's front-of-shirt sponsor Stake has given up its license in Great Britain after an investigation. Stake's logo was on screen during a social media video shot outside Nottingham Trent University where Bonnie was there "as promised" to - in her words - "sleep with 180 barely-legal 18-year-olds".
The culture secretary has been urged by campaigners to take action over the advert for using sexual content to promote gambling to young people. That video has since been deleted and was never promoted by an official Stake account.
However, the matter was still investigated by the Gambling Commissioner. The Gambling Commission said it will write to Everton to warn the club of its responsibilities to ensure that the unlicensed gambling websites promoted on short cannot be accessed from the UK.
The regulator is also addressing Nottingham Forest, who have sponsorship from Kaiyun and Leicester City, who have a deal with BC.Game – both companies are unlicensed in Great Britain.
Bonnie Blue appeared in a social media video which has Stake's logo on
That investigation came after the Coalition to End Gambling Ads shared a screenshot of the video and expressed their anger. "We've submitted a complaint to the ASA about this gambling advert by Stake featuring pornographic actress Bonnie Blue," their statement on January 7 read.
"It clearly breaches rules to stop gambling being linked to seduction and appealing to young people. Let's see if @ASA_UK (Advertising Standards Authority) or @GamRegGB (Gambling Commission) do anything about it."
Bonnie, whose real name is Tia Billinger, is not included in the investigation and there are no suggestions of any wrongdoing on her part.
Stake, an Australian online betting firm, who are the lead front-of-shirt sponsor of Everton, call themselves the "world's leading cryptocurrency casino and sportsbook". It allows customers to bet on sports or virtual casino games; however, UK users cannot use Bitcoin and other digital currencies.
It is run under license by a firm in the Isle of Man, TGP Europe, running a "white label" agreement, that is regularly used by global gambling firms that want to start up in the UK. Stake, who are also the title partner of Sauber F1 team, will stop operating in the UK by March 11.
The investigation comes ahead of Premier League clubs no longer promoting bookmakers on the front of shirts from the 2026/07 season.
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