Stake states that it will focus on the Italian and Brazilian gaming markets, having already built up an extensive sports marketing portfolio in the latter.
The online sportsbook and casino, owned by Australian tech firm Easygo, issued a statement yesterday (12 February) after the UK Gambling Commission (UKGC) revealed that TGP Europe was closing down the Stake UK website.
Isle of Man-based TGP Europe had been operating the Stake website under its own licence as part of a white label agreement with the company, while it also engaged in similar agreements with several other overseas gambling firms.
A Stake spokesperson said: “Stake has made a strategic decision in mutual agreement with TGP Europe to exit white-label agreements and focus on securing local licences 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 shutdown has cast some doubt on the future of Everton FC’s partnership with Stake. The operator has been the front-of-shirt partner of the Premier League club for the past two seasons.
Although this would have to end after the 2025/26 season along with other Premier League front-of-shirt betting sponsorships due to the self-imposed ban clubs are introducing, it remains to be seen whether Everton will renew the contract for one final season.
The UKGC has told the Merseyside club that it will have to prove that necessary geoblocking solutions are in place to stop UK consumers from accessing the site of its front-of-shirt betting partner.
Times are changing in the UK regarding sports sponsorship, with clubs and operators adhering to a new Code of Conduct – though it is worth noting that the Betting and Gaming Council (BGC) trade body, which developed the code along with sports stakeholders following the Gambling Act review, stated on X that Stake was not one of its members.
Two core markets, two marketing routes
Regardless, Stake’s international sports marketing activity will likely continue with little or no impact from its UK exit or any potential fallout from the Everton deal. As Stake’s spokesperson said, Brazil is a key market for the company.
Brazilian sports organisations are free to engage in sponsorship deals with betting firms under the newly launched market’s regulations, but must adhere to certain responsible gambling, player protection and sports integrity requirements.
Stake maintains deals with Campeonato Brasileiro Série A football club Esporte Clube Juventude, in place since January last year, and with hugely popular Brazilian UFC light heavyweight champion Alex Pereira.
As Brazil has been earmarked as a core focus for the company going forward, more sponsorship deals could be on the horizon. The highly competitive nature of Brazil’s new market could make this more likely.
With over 200 betting sites licensed to operate in Brazil, the need to set oneself out from the competition is paramount, and sports deals are one of the standout ways to do this, just as is the case in more established markets like the UK.
Its marketing activity in Italy will have to take a different route. The company secured a foothold in the country last year by acquiring Idealbet, a prominent local firm, and as its spokesperson said is now considering it a key market.
Italian sponsorship rules are tricky, however. Sports sponsorships between betting firms and sports teams are banned, and so some operators have opted for ‘infotainment’ deals between their media holdings and clubs. As Stake chases more visibility in Italy, an infotainment firm involving Idealbet could potentially be on the cards…
