Everton FC has renewed its partnership with offshore gambling operator Stake, but the brand’s logo will move from the front of the shirt to the sleeve as the English Premier League’s front-of-shirt gambling sponsorship ban approaches. The move reflects a broader trend among Premier League clubs to shift betting partnerships to alternative commercial assets such as sleeves, training kits, and other inventory ahead of the ban’s implementation.
The Premier League’s decision to prohibit front-of-shirt gambling sponsorships was announced in 2023, with clubs voting to phase out such deals by the end of the 2025-26 season. The ban, which applies to the front of matchday shirts, does not extend to sleeve sponsorships, training wear, or other advertising spaces, allowing clubs to maintain relationships with betting operators in modified forms. Everton’s renewal with Stake, an operator that has faced regulatory scrutiny in various jurisdictions, underscores the league’s ongoing reliance on gambling revenue despite the impending restrictions.
Everton’s deal with Stake originally began in 2022, when the operator became the club’s principal shirt sponsor. The renewal and repositioning to the sleeve ensures that the partnership continues, albeit in a less prominent location. The club has not disclosed the financial terms of the renewed agreement, but shirt sponsorship deals in the Premier League typically run into millions of pounds annually. Stake, which operates under a Curacao license, has been a prominent sponsor in football, also partnering with other clubs and sports entities globally.
The Premier League’s ban on front-of-shirt gambling sponsorships was driven by growing concerns over the normalization of gambling and its potential harm, particularly among younger fans. The league consulted with clubs, the UK Gambling Commission, and other stakeholders before reaching the decision. However, the ban has been criticized by some as insufficient, as it does not address sleeve sponsorships, stadium advertising, or other forms of gambling marketing. Critics argue that the move merely shifts logos to less visible but still prominent positions, maintaining the association between gambling and football.
Other Premier League clubs have also adapted to the impending ban. For instance, Brentford FC has a sleeve sponsorship with a gambling operator, and several clubs have signed deals with betting companies for training kit or digital advertising. The league’s approach has been to phase out the most visible form of sponsorship while allowing clubs to retain commercial income from the gambling sector. This pragmatic stance reflects the financial importance of such deals, particularly for clubs outside the top six, where revenue from shirt sponsorships can be a significant portion of overall commercial income.
The UK government’s review of gambling laws, which culminated in the 2023 White Paper, did not mandate a ban on front-of-shirt sponsorships but left the decision to the Premier League. The league’s voluntary ban was seen as a preemptive move to avoid stricter government intervention. However, the effectiveness of the ban in reducing gambling exposure remains debated. Research indicates that shirt sponsorships are among the most visible forms of advertising in football, and sleeve sponsorships, while smaller, still reach millions of viewers during televised matches.
Everton’s renewal with Stake also highlights the ongoing presence of offshore operators in UK football. Stake is not licensed by the UK Gambling Commission but operates under a Curacao license, targeting customers in markets where it is legally permitted. The operator has faced criticism for its marketing practices and links to cryptocurrency gambling. Despite this, its partnership with Everton continues, raising questions about the due diligence conducted by clubs when selecting sponsors.
As the 2025-26 deadline approaches, more clubs are expected to announce similar adjustments to their sponsorship portfolios. The shift to sleeve sponsorships may become a standard workaround, allowing clubs to retain lucrative deals while complying with the ban. However, the long-term trend may see clubs diversifying away from gambling revenue altogether, as societal attitudes toward gambling evolve and regulatory pressures increase.
In the broader context, the Premier League’s ban is part of a global movement to restrict gambling advertising in sports. Several European leagues have implemented similar measures, and Australia has moved to ban gambling ads during live sports broadcasts. The effectiveness of these measures in reducing gambling harm will be closely watched by regulators and public health advocates.
For Everton, the renewed partnership with Stake provides a degree of financial stability as the club navigates ongoing challenges, including stadium redevelopment and on-field performance. The club’s commercial team will continue to seek alternative revenue streams, but for now, the gambling sector remains a key partner.
