The ownership structure of EFL Championship club Stoke City FC is undergoing a transformation, chiefly relating to the club’s long-standing association with bet365.

Stoke City Holdings Group, the 98% stakeholder in the club, has been demerged from the bet365 Group, although the Coates family – which owns the online betting and gaming giant – continue to be associated with the club.

Under the new ownership model, both the stadium and Stoke City’s Clayton Wood training ground are now fully owned by the second-tier club. The club also outlined that the transaction has cleared its debts, something bet365 has assisted with in the past.

The Coates family will continue to maintain a presence on Stoke City’s board, with John Coates, Richard Smith and Peter Coates holding roles. John Coates – co-CEO of bet365 alongside his sister Denise Coates – who is now the outright owner of Stoke City. 

“My family and I remain steadfast in our commitment to Stoke City, so it’s very much business as usual,” John Coates remarked.

“Infrastructure projects at the stadium and our training facility will continue during the coming years at pace, and Potters’ supporters can rest assured that investment in the playing squad will continue to be maximised within our competition rules.

“Everything we do is geared towards bringing long-term success to Stoke City and representing our fanbase and local community in a way that makes people proud.”

bet365 has a long-standing connection with Stoke City, due to the club being one the two local teams – and the most successful – in the city of Stoke-on-Trent, Staffordshire, where bet365 was founded and remains headquartered to this day.

The club’s partnership with Stoke City has included stadium naming rights and a shirt sponsorship deal. The team’s jerseys feature the bookmaker’s logo on the front, and the club’s 30,000 seat stadium is named the bet365 Stadium. 

A joint statement published by Stoke City and bet365 asserted that the new ownership model forms part of a wider focus on sustainability by the betting group.

The statement outlined that the new model had “been identified as the best, most sustainable way for bet365 to continue its global expansion and for the Club to continue to enjoy the long-term support of the Coates family”.

There is no indication that the change in ownership has anything to do with recent regulatory changes affecting the relationship between betting operators and football clubs in English football.

The most notable change is the recent introduction of a Code of Conduct governing commercial arrangements between the two sides. 

Another significant change will come into effect after the 2026/27 season in the Premier League, phasing out front-of-shirt sponsorships, although as an EFL Championship side Stoke City will not be affected – unless the team is able to secure promotion in the next two years.