When Louis Theroux: Inside the Manosphere was released on Netflix last week, it created an immediate uproar. The documentary follows a group of men pushing a rigid set of ideals onto their audience, often through livestreaming platforms and podcasts, as they explore the concept of what a man ‘is.’
These influencers tell their often young and impressionable audience the only way they can succeed is by investing money through their proprietary financial schemes, while pushing women into housewife roles and demanding they remain loyal in “one-sided monogamous” relationships.
There are far more facets to the Manosphere, and it is a subject that deserves more investigation, especially into the way that both men and women are harmed by the perpetuation of the ideology. However, this discussion will focus on just one small part of the argument: the proliferation of illegal casino advertisements featured in the Manosphere and what it could mean for the brands in the long run.
Why are streamers sponsored by casinos?
Streamers being sponsored by online casinos is nothing new. Kick was actually created in 2022 by Ed Craven in response to Twitch tightening rules around gambling, which created the perfect environment for him to advertise his other website on the new platform: Stake.
Since then, Stake has become synonymous with controversial brand deals, getting into trouble for sponsoring the Alfa Romeo F1 team and Everton FC. Most recently, the brand received pushback for signing Eden Hazard as a Global Ambassador, potentially violating gambling rules in Belgium.
Most of this activity, including sponsoring streamers, increases brand presence. And there is an argument that all of the above, while cheeky, is not explicitly malicious on the brand’s end. There will always be a cat-and-mouse situation between regulators and their industry, and there always will be.
Is there such a thing as bad PR?
But this is where the Manosphere comes in. Stake being associated with an F1 team, even if it was banned in some countries from being on the cars themselves, is not overtly damaging to the brand.
The Manosphere, however, has strong links to real-world crime and harmful stereotypes that few brands aspire to align with.
The Into the Manosphere documentary followed a handful of influencers, including Harrison James Patrick Sullivan, known online as HSTikkyTokky, Justin Waller, Amrou Fudl also known as Myron Gaines, Nicolas Kenn De Balinthazy aka Sneako and Ed Matthews.
Myron Gaines, the host of the Fresh & Fit podcast, repeatedly argues that women should be 'subordinate' and 'deserve less.'
Unfortunately, regulating these influencers remains difficult, as many of them are constantly travelling and are completely compliant with Kick's terms and conditions
HSTikkyTokky often displayed Stake or Rainbet logos over his content, where he would urge watchers to invest in his financial services or harass women in the streets. He was arrested in October 2025 and pleaded guilty to dangerous driving after crashing his McLaren 720S on the A30 London Road in Virginia Water and fleeing abroad.
Most of these men have been pictured with and openly admire Andrew Tate, who has faced charges with 10 offences related to rape, actual bodily harm, human trafficking and controlling prostitution for gain.
Although Tate, while being seen as the pinnacle of the Manosphere, does not have a Stake deal, he has reportedly signed with the crypto casino, Duel.com.
Which streamers are sponsored by Stake?
Outside of this specific documentary, there are countless streamers on Kick associated with illegal casinos, with Stake being a repeat offender.
Adin Ross has been banned by several platforms for “hateful conduct,” inducing the use of homophobic and racial slurs, but praises Stake for sponsoring him so he can keep getting paid.
Braden Eric Peters, known as Clavicular, boasts a Stake referral code in his bio, similar to Eden Hazard. Unlike Hazard, Peters is known for encouraging men to smash their jaws with hammers to make them grow back stronger, allegedly taking crystal meth and mowing down a man with his Tesla Cybertruck while livestreaming.
The link between gambling and the Manosphere
While it was probably unintentional to begin with, Stake and other offshore gambling companies are increasingly aligning themselves and with controversial content online.
The majority of viewers are young, with most reports indicating that the demographic for Manosphere content is comprised predominantly with teenagers. Unfortunately, regulating these influencers remains difficult, as many of them are constantly travelling and are completely compliant with Kick’s terms and conditions.
While many have commented on the calibre of streamers sponsored by Stake, the virality of Theroux’s Into the Manosphere documentary has thrust the relationship between illegal casinos and harmful content into the spotlight.
Ultimately, it seems that while this content is still receiving attention, Stake will likely keep sponsoring it – especially if it brings in its own preferred demographic of players.
So the question is: Do these links create bad PR for online casino brands? Or do they actually double down an already strong relationship between these casinos and a core demographic?
Global Gaming Insider recently explored the concept of whether betting tipsters should be regulated, or at least held more accountable in some way
