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Chelsea fans oppose Stake Casino shirt sponsorship deal

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Chelsea fans express opposition to shirt sponsorship deal with big crypto brand Stake Casino as deal with Three expires.


Chelsea fans have expressed overwhelming opposition to a proposed shirt sponsorship deal with Stake Casino - an online casino that hails itself as a “worldwide leader in crypto gambling”.

Chelsea are in final negotiations with the online casino Stake to become the club's new front-of-shirt sponsor, with an initial 12-month deal said to be close. The online casino is set to replace mobile phone company Three for next season.

This big crypto brand Stake Casino has recently started injecting millions into advertising, but it's crypto-shady licence in Curacao has put many barriers into regulated markets.

In a recent survey conducted by the Chelsea Supporters’ Trust, fans indicated their opposition to the deal, with 77% of respondents showing they disagree or strongly disagree with the proposed deal with Stake.

A deal with the crypto brand is bound to be seen as controversial in some quarters, but it falls in line with the Premier League guidelines as new and existing agreements with betting companies are allowed until the end of the 2025/26 season.

Three’s deal was estimated to be worth £40 million a year to Chelsea, and the Blues are believed to have rejected an offer from Allianz to become the club’s new principal sponsors for around £20 million.

Champions League qualification

Having failed to qualify for next season’s Champions League, an initial one-year contract would allow Chelsea to renegotiate another sponsorship deal in 12 months on better terms if the club can get back into Europe at the first attempt.

Chelsea had reportedly been in talks with a company from the crypto sector over a sponsorship deal that didn’t materialise, leaving the club quickly needing to find a lucrative alternative. They have not commented on their negotiations with Stake, but it is estimated that a deal will be on a similar level to the one that has expired with Three.

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Sponsorship deal with rivals Everton

Stake last year signed a multi-year agreement with Chelsea’s Premier League rivals Everton, thought to be worth around £10 million a year, as gambling sponsorship deals in the Premier League remain commonplace. Aston Villa penned a new deal with gambling firm BK8, while Brentford has a sponsorship deal with Hollywood Bets.

In April, Premier League clubs, including Chelsea, agreed to withdraw gambling sponsorship from the front of their shirts in time for the 2026/27 season. The club is understood to remain committed to that agreement.

Chelsea could only sell branded shirts displaying Stake in adult sizes, with kids’ shirts being free of the sponsors’ logo.

Chelsea Supporters’ Trust opposition

The Chelsea Supporters’ Trust is a fully democratic organisation charged with voicing the concerns and issues of fans.

In a statement from the Chelsea Supporters’ Trust, they warned that such a sponsorship deal with Stake would make a “total mockery” of the good work the Chelsea Foundation had pioneered on gambling harm workshops in schools in west London.

It added: “The CST is disheartened and unsure as to why it has taken until June to find this new sponsor. An online casino and betting company as the primary shirt sponsor is not in line with growing Chelsea FC as a world-class organisation”.

Premier League agreement

Premier League clubs have collectively agreed to withdraw gambling sponsorships from the front of clubs’ matchday shirts, becoming the first sports league in the UK to take such a measure voluntarily to reduce gambling advertising.

The Premier League is also working with other sports on the development of a new code for responsible gambling sponsorship.

To assist clubs in their transition away from shirt-front gambling sponsorship, the collective agreement will begin at the end of the 2025/26 season.

Who is Stake Casino?

Stake Casino is a typical betting platform with a sportsbook, a Bitcoin online casino that also offers other cryptocurrencies for users outside the UK. 

The company’s global website proclaims Stake Casino as “a worldwide leader in crypto gambling with one of the best casino and sports betting platforms for Bitcoin and other cryptocurrencies”.

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