Everton retain Stake despite regulatory scrutiny
Everton have renewed their partnership with Stake.com as a sleeve sponsor despite the gambling brand’s withdrawal from the British market and previous scrutiny from the Gambling Commission.
Everton have extended their commercial relationship with Stake.com, moving the gambling brand from the front of their shirts to a sleeve position from the 2026–27 season.The multi-year agreement allows Everton to retain Stake after CMC Markets replaced the bookmaker as the club’s principal front-of-shirt partner. Financial terms were not disclosed.Everton president of business operations Andrew Middleton said: “We are pleased to see our relationship with Stake evolve and look forward to continuing to work together across the coming seasons.”Stake has served as Everton’s main shirt sponsor for the past four seasons but is not licensed to operate in Great Britain.The company’s UK-facing website closed in March 2025 after operator TGP Europe surrendered its licence during a Gambling Commission investigation.The regulator subsequently wrote to Everton warning of the risks associated with promoting unlawful gambling websites and seeking assurances that British consumers could not access Stake’s services.Everton said the renewed partnership would be delivered responsibly and in accordance with relevant regulations, industry standards and marketing requirements.Stake chief marketing officer Akhil Sarin said: “Over the past four years, Everton has provided Stake with a powerful platform to connect with audiences around the world, and we have valued the opportunity to support the club during a landmark period in its history.”The agreement reflects the limits of the Premier League’s voluntary ban on front-of-shirt gambling sponsorship, which takes effect from the start of next season.Betting brands will no longer be permitted in the most prominent position on Premier League shirts, but clubs can continue selling sleeve, training wear, pitchside and digital inventory to gambling companies.Everton’s arrangement therefore preserves part of the commercial value of their existing relationship while complying with the league’s new front-of-shirt rules.The deal may still attract regulatory and political scrutiny because Stake does not hold a British licence.The Gambling Commission has warned that club officials could face legal consequences if sponsorship promotes an operator accepting transactions from consumers in Great Britain without authorisation.Everton will need to demonstrate that Stake’s branding is directed at international markets and that British users are prevented from accessing gambling services through the partnership.Stake will appear on Everton’s sleeves from August, while CMC Markets takes the front-of-shirt position under a separate multi-year agreement.