Stake Stays With Everton as Main Shirt Slot Changes
Everton’s long-running deal with Stake will continue under a new multi-year agreement. The change is simple, but important. Stake will become the club’s official sleeve partner from the start of the 2026-27 campaign.
Stake Moves to the Sleeve
The operator’s logo appeared on the front of Everton shirts for the past four seasons. That position is closing to gambling brands across the Premier League.
Under the revised agreement, Stake will continue to feature on Everton’s playing shirts. The brand will also retain visibility across Everton’s matchday and digital platforms. The agreement also includes branding at Hill Dickinson Stadium, Goodison Park, and the club’s Finch Farm training complex.
The front-of-shirt position will be taken by CMC Markets. The financial services firm was announced by Everton as their principal sponsor starting from the 2026-27 season.
Premier League Ban Sets the Timing
The timing is not accidental. Premier League clubs agreed in 2023 to remove gambling brands from the front of matchday shirts after the 2025-26 season.
This does not mean that the betting companies will stop sponsoring football teams. It only removes betting brands from the most visible shirt position.
Everton’s amended Stake deal is an example of that strategy. While the sponsor leaves the shirt’s front, it doesn’t go away from the club.
UK Scrutiny Still Follows Stake
The agreement also lands against a sensitive regulatory backdrop in Britain. In February 2025, the UK Gambling Commission released a consumer information notice concerning the Stake-branded Great Britain website.
This website was run on a white-label basis by TGP Europe. According to the Commission, Stake.uk.com would no longer be a licensed website in Great Britain from March 2025. The regulator also said it would write to Everton and other clubs about the risks of promoting unlicensed gambling websites.
Clubs were further informed that they would have to demonstrate that British consumers cannot access the above-mentioned sites, including through tools such as VPNs.
This does not block Everton from signing a sleeve sponsorship deal. But it does mean the club’s compliance checks, marketing controls, and geoblocking assurances are likely to stay under scrutiny.
Sponsorship Model Keeps Adjusting
The Premier League continues to be attractive for gambling companies despite the closing down of the front-of-shirt route. The Everton case confirms this shift. The clubs continue to earn through sponsorships, while the betting companies switch to other inventory spaces.
It could comply with the existing regulations. But it doesn’t resolve the problem. Sleeve deals are still part of the larger debate regarding gambling visibility within football.