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UK Media Agreements Open Doors for Online Casino Sponsorships
By Shane Addinall Jun 25, 2023 IndustryDespite an upcoming gambling advertising bans in the UK, Premier League football team Chelsea is in talks with Stake Casino to become their short-term jersey sponsor – but not if the Chelsea Supporters Trust has its way.Anytime you cannot find your favourite television show or hot new film release on your preferred local network or streaming service, we know it is due to some ridiculous international licensing agreement.
What the team behind the Chelsea football team’s search for a New Jersey sponsor did not expect is that it would cost them a £40 million agreement.
Don’t Upset British Broadcasters
After discussions with a potential cryptocurrency sponsor fell through, Chelsea found themselves in the enviable position of being wooed by Paramount+.
The American-based online streaming service has been one of the mainstream companies to begin working with European football teams. They currently have a two-game agreement with Inter Milan for one Serie A match and the UEFA Champions League Final versus Manchester City.
The deal was brought to a crashing end by a ruling by the Premier League, which felt the agreement would cause trouble with the existing official broadcast partners. It was supposed that having an American streaming service advertised on the team's shirts would not be in the best interest of local outlets such as Sky Sports and BT Sport, who have paid for the rights to televise and stream Premier League matches.
Stake Offers to Fill the Gap
In an unexpected turn of events, Chelsea has entered into discussions with Stake.com to fill the revenue gap created by the blocked Paramount+ deal.
The negotiations between Stake Casino and Chelsea are limited to a one-year front-of-shirt sponsorship, which would see the lead crypto brand emblazoned across the chest of both home and away game jerseys.
While the value of the agreement has not been made public, we can assume it would at least match recently disclosed failed deals which were reported to be around £40 million.
It’s Not All About the Money
With the Gambling Commission enforcing a nationwide ban on sports teams promoting gambling sites as of the 2025/26 football season, some factions feel that teams should begin distancing themselves from casinos and sports books sooner rather than later.
According to the Chelsea Supporters Trust (CST), an internally held survey showed that 77% of the 3297 fans who participated opposed the decision to partner with Stake.
The organisation put out a statement saying:
Quote“The CST is disheartened and unsure as to why it has taken until June to reportedly establish this new sponsor. An online casino and betting company as the primary shirt sponsor is not in line with the commitment to growing Chelsea FC as a “world-class” organisation.”
This statement is in specific response to the work being done by the club’s charitable foundation, in partnership with its new Boehly-Clearlake owners, to address gambling addiction. They highlight that Online Slots are the primary offering of Stakec.com, which is considered a game of chance with a higher risk of triggering addictive behaviour in at-risk players.
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