Premier League soccer's Chelsea FC have pulled out of a shirt sponsorship deal with crypto casino and sports betting platform Stake.com after fan backlash.
A one-year partnership was close to being finalized but the Chelsea Supporters’ Trust (CST) and other fans voiced their concern about the club partnering with a betting firm.
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After initial reports of the deal surfaced, CST accused the club of making a “total mockery” of work done by the Chelsea Foundation to help people with gambling addictions, going as far as to say that the proposed partnership would “eradicate any goodwill” earned by the new Boehly-Clearlake ownership group through their charity work so far.
A survey by the CST revealed that 77% of 3,297 fans polled either disagreed or strongly disagreed with bringing the betting brand on board.
The negotiations between the club and the gambling firm took place despite Premier League clubs recently voting to voluntarily ban front-of-shirt sponsorship deals with betting companies from the end of the 2025-26 season.
Chelsea had opened talks with Stake.com after a lucrative deal with Paramount+, the streaming service owned by the major US broadcast network, was blocked by the Premier League due to concerns over upsetting its broadcast rights partner in the States, NBC.
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By GlobalDataWith Chelsea’s agreement with telecoms firm Three coming to an end last season, Chelsea are now in talks with other companies as they continue their search for a new front-of-shirt sponsor.
Chelsea have also reportedly rejected a deal with insurance firm Allianz, and an unnamed cryptocurrency firm.
Meanwhile, fellow Premier League side West Ham United have partnered with online trading platform eToro.
The deal makes the firm West Ham’s official online trading partner for their men’s and women’s teams.
The partnership will eToro branding feature at matches on perimeter advertising boards at both the men’s London Stadium and the women’s Chigwell Construction Stadium.
Additionally, eToro will deliver matchday activations and competitions for fans throughout the season.
West Ham United chief commercial officer Nathan Thompson said: “We are thrilled to announce our partnership with eToro, a collaboration that extends its support not only to our men's team but also to our women's team.
“This partnership signifies a momentous step forward in our commitment to growing women's football, empowering our players, and providing them with the resources they need to excel.
“Together with eToro, we are determined to create a lasting impact, promoting equality, diversity, and inclusivity within the sport we love.”
“This partnership not only elevates our women's team but also amplifies the voices of WSL clubs, inspiring the next generation to chase their dreams. We are incredibly excited about the positive strides we will take together to shape a brighter future for women's football.”
Stephanie Wilks-Wiffen, Director of Marketing at eToro commented: “Football and investing have traditionally been male-dominated activities, but in the last few years, this has been turned on its head. With the explosion of women’s football and the growing number of female retail investors, it makes complete sense for eToro to have a presence at women’s games, where we can support the continued growth of this sporting community.
“After a hugely exciting WSL season, and with the World Cup now just weeks away, we couldn’t be joining the women’s game at a better time. Hopefully, our presence at WSL matches can encourage more women to consider investing as a way of improving their financial future.”
Image: Catherine Ivill/Getty Images
