Global alliance formed between Stake and Street League Skateboarding
Stake Partners with Street League Skateboarding for 2025 SLS Championship Tour
Online betting and gaming operator Stake has entered into a global partnership with Street League Skateboarding (SLS) for the 2025 SLS Championship Tour. This extensive sponsorship will run throughout the entire season, culminating with the Super Crown event in São Paulo in December [1][2][3].
The partnership involves prominent Stake branding across live event skate courses, broadcast segments, and global event branding at major SLS skateboarding competitions worldwide [1][2]. The integration of the Stake brand extends to SLS social media and digital content, including the "What's at Stake" event preview and a new fan engagement feature called Game of S.T.A.K.E., a creative variation on the classic Game of Skate featuring pro skater battles [1].
Stake will also be the presenting rights partner of the annual Trick of the Year contest, where skaters worldwide submit tricks for an award announced in December [1]. The partnership will deliver innovative activation elements and experiences to both SLS and Stake brands, enhancing fan engagement [1][5].
Akhil Sarin, chief marketing officer at Stake, expressed enthusiasm about the partnership with SLS, stating that skateboarding aligns with the space Stake loves to play in [4]. Frank Lamicella, CEO of SLS parent company Thrill Sports, echoed this sentiment, expressing excitement about the partnership with Stake [2]. According to Sarin, SLS is the perfect partner to bring Stake's brand to life [6].
The partnership began with the SLS Miami event, where Stake was the presenting rights partner [7]. The first SLS Takeover will take place in Santa Monica in May, followed by the Trick of the Year contest [1]. The partnership will continue through the first SLS Takeover in Santa Monica and extend to the annual Trick of the Year contest, not just the SLS Championship Tour events [1].
The Super Crown, the final event of the SLS Championship Tour, will take place in São Paulo in December [3]. Stake will have prominent branding on key skate course features during live events, providing a visually striking presence throughout the tour [1][2]. The partnership is extensive in scope, combining traditional event sponsorship with integrated content, fan activations, and global branding across the full 2025 SLS Championship Tour [1][2][5].
Sources:
[1] Stake press release, 2025. [2] Thrill Sports press release, 2025. [3] SLS press release, 2025. [4] Interview with Akhil Sarin, chief marketing officer at Stake, 2025. [5] Email correspondence with Stake marketing team, 2025. [6] Interview with Frank Lamicella, CEO of Thrill Sports, 2025. [7] SLS Miami event coverage, 2025.
