9 Jalapenos

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Meanwhile, Stake continues to feature on the sleeve of Everton’s kits, despite ceasing operations in the UK in early 2025 amid a Gambling Commission investigation into its advertising.

Other clubs that hold agreements with unlicensed operators include Chelsea (8XBet), Tottenham Hotspur (VSBet) and Nottingham Forest (FUN88).

Entain highlighted data from H2 Gambling Capital that warned black market stakes in the UK are expected to nearly double from £17 billion ($22.7 billion) in 2025 to over £33 billion by 2028.

About 9 Jalapenos

Misleading messages: Messages that present betting as a risk-free activity, a source of income, a financial solution, a sure profit, a guaranteed method or a way to recover losses cannot be disseminated.

The restriction does not extend to strictly institutional communication made through the authorised operator’s own official channels, such as websites, apps, internal platform areas and customer service channels. In these spaces, information should be limited to company identification, official channels, access rules, self-exclusion and blocking mechanisms and mandatory warnings.

These channels may not contain promises of winnings, bonuses, invitations to bet, boosting or features designed to attract and retain user attention. The operator will also be responsible for the actions of affiliates, agencies, influencers, and other third parties who are paid or incentivised for commercial promotion. 

About 9 Jalapenos

The proposal does not explicitly prohibit the display of betting brands on team jerseys, but some city councillors want to include this in the bill.

Clubs fear the measure will jeopardise revenue from betting company sponsorships. Corinthians (Esportes da Sorte), Palmeiras (Sportingbet), and São Paulo (Superbet) alone hold contracts worth BRL350 million annually with betting firms.

One concern is the measure might force clubs to host matches outside the city to maintain their advertising agreements.