Last Updated on February 13 2025, 11:08 am
Formula 1 is no stranger to controversy when it comes to sponsorship. Over the years, the sport has seen its fair share of questionable partnerships, from covert tobacco advertising to energy drink companies with murky business models. This time, a major F1 sponsor is under intense scrutiny for its unexpected link to the adult entertainment industry.
The latest controversy involves Stake, the main sponsor of the Stake F1 team Kick Sauber. This team, formerly known as Alfa Romeo, is the same struggling backmarker outfit that fielded Zhou Guanyu and Valtteri Bottas last season. In 2025, Nico Hülkenberg and Gabriel Bortoleto will take the wheel, with Audi set to take control of the team the following year. But before Audi takes the reins, Stake’s involvement in F1 is now under fire for its links to an ad promoting adult content.
Stake’s questionable ad campaign
Stake has long been a controversial presence in the world of sport. The company is an online gambling platform that operates using cryptocurrencies such as bitcoin. Its reputation has already been tarnished in several countries, with the platform banned in the Netherlands and now facing restrictions in the UK.
But the latest scandal goes beyond gambling regulations – it ventures into a realm that even the most seasoned F1 sponsors rarely touch: pornography.
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The controversial ad that sparked outrage
Stake found itself in hot water after its logo appeared in a video featuring adult film actress Bonnie Blue. The video, filmed outside a school in Nottingham, showed Bonnie making an explicit appeal to male students, encouraging them to join her in bed. While this type of content may not be out of place in the world of adult entertainment, what raised eyebrows was the presence of Stake’s branding in the video. The ad included a “gamble responsibly” message, an “#ad” disclosure and the Stake logo elements, which quickly attracted the attention of gambling regulators.
The UK-based advocacy group End Gambling Ads, which actively campaigns against the normalisation of gambling sponsorship, raised concerns about the ad’s implications. The association of gambling with pornography is strictly prohibited under UK advertising law. The organisation immediately lodged a complaint with the UK Gambling Commission (UKGC), which resulted in swift action.
The UKGC found that Stake had breached gambling advertising rules by associating its brand with sexually explicit content. As a result, the Commission announced a nationwide ban on Stake’s services, which will come into effect on 11 March. Once the ban is implemented, UK residents will no longer be able to access the platform or place bets through Stake.
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Impact on Stake’s other sports sponsorships
This scandal has implications beyond Formula 1. Stake is also the main shirt sponsor of Premier League club Everton, a partnership that is now under scrutiny. The UKGC has issued a warning to the club, instructing its management to ensure that Stake ceases all operations in the UK. Should Everton fail to comply, its directors could face severe penalties, including hefty fines and even possible imprisonment.
Everton’s deal with Stake was controversial when it was first announced. Fans and anti-gambling campaigners had criticised the club for partnering with a cryptocurrency-based casino, citing concerns about gambling addiction and the ethical implications of such sponsorship. Now, the UKGC’s intervention is forcing Everton to reassess its relationship with the betting company.
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Could this jeopardise Stake’s involvement in F1?
The controversy doesn’t end with the UK ban. Stake’s gambling platform has already been banned in Switzerland, the home of Sauber Motorsport. Despite this, the company has continued its association with the F1 team, even going so far as to rebrand the outfit to feature its name prominently.
The team has also been forced to operate under an alternative name in several countries, including Bahrain, Brazil, China, Japan, Qatar, Saudi Arabia, Singapore and the United Arab Emirates, where gambling advertising is illegal. When racing in these countries, the team temporarily drops its Stake branding to comply with local regulations. However, the company’s financial backing remains intact and its logos reappear at races where such restrictions do not apply.
This ongoing game of cat and mouse raises questions about the future of Stake’s involvement in F1. As regulatory pressure mounts, some are beginning to wonder whether the sport’s governing body, the FIA, or commercial rights holder Liberty Media will intervene. While F1 has previously cracked down on tobacco advertising, it has yet to take a firm stance on cryptocurrency-based gambling sponsors.
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Stake’s response and future plans
Despite the controversy, Stake seems unfazed by the UK ban. The company has stated its intention to pursue local gambling licences in various regulated markets, including Italy and Brazil. By securing these licences, Stake hopes to continue to operate within the confines of national gambling laws while maintaining its presence in high-profile sports sponsorships.
This approach signals that Stake is not prepared to exit the sports industry quietly. Instead, the company is looking for new ways to adapt to changing regulations and ensure that its brand remains visible in global markets where gambling laws are more lenient.
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The bigger picture: Gambling’s uneasy relationship with sport
The controversy surrounding Stake is part of a wider debate about the role of gambling companies in sport. In recent years, regulators around the world have imposed stricter rules on gambling sponsorship, particularly in football and motorsport. Critics argue that these partnerships contribute to the normalisation of gambling, potentially leading to an increase in problem gambling and addiction.
The UK, for example, has tightened its gambling laws and there are growing calls to ban betting companies from sponsoring football teams altogether. Other European countries, such as Spain and Italy, have already introduced restrictions on gambling advertising in sport. If this trend continues, companies like Stake may find it increasingly difficult to secure sponsorship deals in high-profile competitions.
Formula 1 in particular faces a dilemma. As a global sport, it operates in regions with widely varying gambling laws. While some countries welcome betting sponsorship, others have strict prohibitions. This presents a challenge for teams that rely on gambling companies for financial support, but have to navigate a complex web of legal restrictions.
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Will F1 take action?
At this stage, neither Formula One nor the FIA have commented publicly on Stake’s latest controversy. However, the growing scrutiny of gambling sponsorship could prompt the sport’s governing bodies to rethink their stance. As more countries ban gambling advertising, teams may be forced to reconsider their reliance on such sponsors.
For now, Stake’s involvement in F1 remains intact, but the latest scandal has undoubtedly raised concerns. If regulatory pressure continues to mount, it may only be a matter of time before Stake’s presence in the sport becomes unsustainable.
As the gambling industry faces increasing regulatory challenges, F1 teams may soon find themselves looking for new, less controversial sources of funding. Whether Stake’s sponsorship will survive the scrutiny remains to be seen, but one thing is certain – the debate over the role of gambling in sport is far from over.
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