Stephen Bunting Faces Criticism for Prize Draw Brand Deals Following Gambling Debt Admission
TL;DR — PDC star Stephen Bunting faces backlash for prize draw deals with Stealth Competitions and Diamond Draws after admitting to £90,000 gambling debt and describing it as a compulsion in a Guardian interview and his book. Prize draws fall outside UK gambling law, yet 189 operators signed a DCMS voluntary code amid harm concerns. The case mirrors FA charges against footballer Martin Sherif while his club held Stake sponsorship.
SCCG Take — This exposes inconsistencies in sports sponsorship ethics where athletes with gambling histories promote similar products. Operators and leagues should expect tighter regulatory focus on alignment between personal conduct and commercial partnerships.
Stephen Bunting has come under fire for signing brand deals with prize draw firms after discussing his past struggles with gambling. The PDC star, ranked number 10 in the world, revealed in a Guardian interview that he accumulated £90,000 in debt from online fruit machines. He described the experience in his book Bulletproof as a compulsion tied to depression during a barren run of form.
Bunting, a 10-time PDC title winner who claimed his first major at The Masters in 2024, provided direct details. “It was crazy. I was playing these online fruit machines and obviously you don’t realise what you’re doing,” he said. He added: “It’s only £1 a spin – but there were a lot of £1 spins.” Bunting admitted he was “hiding his gambling from everyone” and suffered ongoing debt repayment years later. He now states the issue is under control, limited to occasional horse racing bets as a treat.
Prize Draw Partnerships Draw Fan Criticism
Bunting signed with Stealth Competitions in February 2025 as a partner for the PDC Premier League and beyond. The deal no longer appears on his shirt but was visible at the 2026 World Darts Championship. He announced a partnership with Diamond Draws Competitions in January 2026, complete with discount code BUNTING50. Bunting has also worn logos of Betfred, BetMGM, bet365 and Paddy Power this year for competition sponsorships.
Social media reaction has been negative, given his admissions. Prize draws are not legally classed as gambling in the UK but are restricted to residents aged 18 or over. According to reporting by SBC News, 189 operators have signed the Department for Digital, Culture, Media and Sport’s Voluntary Code of Conduct for Prize Draw Operators amid concerns that players treat them like traditional gambling.
Parallels Highlight Ongoing Hypocrisy Concerns
The situation draws parallels to Everton FC player Martin Sherif, charged by the Football Association for breaching betting rules. Sherif allegedly placed 61 bets on football matches between 20 November 2024 and 12 February 2026. His club maintained a front-of-shirt sponsorship with illegal operator Stake during that period and retains a sleeve deal.
These cases illustrate the tensions in sport-gambling relationships. Regulators maintain a more watchful eye over the ethics of such deals as a whole.
Reporting: SBC News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
Athletes with addiction histories endorsing near-gambling products expose glaring inconsistencies sports bodies and brands must urgently resolve.
We advise operators and leagues across 545 partnerships in every regulated market. When personal conduct clashes with commercial deals—especially around harm—it invites regulatory heat and reputational risk. Sports sponsorship integrity is no longer negotiable; it's a compliance and PR minefield that demands alignment.
- Bunting admitted £90K debt from online slots, now partners with prize draw brands
- Prize draws dodge UK gambling law but 189 firms signed voluntary harm code
- Mirrors FA case: athlete rules breaches while club holds gambling sponsor
SCCG angle: SCCG connects operators to vetted athlete and influencer networks with compliance layers baked in. We help clients audit existing deals, establish conduct clauses, and structure partnerships that withstand regulatory scrutiny—before the headline hits. Our sports betting practice spans leagues, brands, and compliance partners who navigate exactly this mess.
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