Key facts
- Everton has renewed its partnership with betting firm Stake.com, which is not licensed to operate in the UK.
- Stake.com will transition from front-of-shirt sponsor to sleeve partner for Everton.
- Trading platform CMC Markets has become Everton's new principal partner.
- The renewal follows a warning from the Gambling Commission to Everton regarding the risks of promoting unlawful gambling websites.
- Stake.com relinquished its UK license in March after an investigation.
- Both the Stake and CMC Markets deals are multi-year agreements, with branding appearing on kits from the 2026-27 season.
Everton has extended its partnership with the betting company Stake.com, which is not licensed to operate in the United Kingdom. The controversial brand, which has been the club's main sponsor for four seasons, will now serve as their sleeve partner. This move comes just four months after the Gambling Commission had warned Everton about the risks associated with promoting unlawful gambling websites and sought assurances that UK consumers could not access them.
CMC Markets has replaced Stake.com as Everton's principal partner. Stake.com relinquished its UK license in March following an investigation by the watchdog and has also drawn attention for accepting cryptocurrency deposits. The brand has a significant marketing presence across various sports and has hired high-profile ambassadors.
Everton stated that they and Stake would "ensure all partnership activity is delivered responsibly and in full compliance with relevant regulations, industry standards and marketing requirements." Andrew Middleton, Everton's president of business operations, expressed pleasure in evolving the relationship with Stake, while Stake's chief marketing officer, Akhil Sarin, highlighted the platform Stake has gained through the partnership.
Both the Stake and CMC Markets deals are for multiple years, with branding set to appear on kits starting from the 2026-27 Premier League season. CMC Markets founder and CEO Lord Peter Cruddas drew a parallel between football and financial markets, emphasizing long-term investment.