Everton Football Club has announced a significant change to its sponsorship portfolio, replacing its front-of-shirt partnership with international betting firm Stake with a deal with CMC Markets, a financial trading and spread betting platform. The move, which had been rumoured since March, comes as the Premier League prepares to implement a self-imposed ban on front-of-shirt gambling sponsorships from the 2026/27 season. While Stake will remain as Everton’s sleeve sponsor, the shift reflects broader trends in football sponsorship as clubs navigate evolving regulations and public sentiment around gambling advertising.
The new agreement with CMC Markets marks a departure from the traditional betting sponsorship model that has dominated Premier League shirt deals for years. CMC Markets, a London-based company offering contracts for difference (CFDs) and spread betting, operates in a regulated financial services environment rather than the gambling sector. This distinction may help Everton avoid the impending ban on gambling logos on shirt fronts, while still maintaining a lucrative commercial partnership. The deal is expected to provide the club with a stable revenue stream as it continues to rebuild its financial footing following recent ownership changes and on-field challenges.
Everton’s decision to retain Stake as a sleeve sponsor indicates that the club is not entirely severing ties with the gambling industry. Stake, a prominent online casino and sportsbook operator, has been a visible partner for Everton since 2022, when the club announced a record-breaking multi-year deal. The sleeve sponsorship allows Stake to maintain brand exposure on matchday kits, albeit in a less prominent position. This dual-sponsor approach may become a template for other clubs seeking to balance commercial interests with regulatory pressures.
The Premier League’s voluntary ban on front-of-shirt gambling sponsorships, announced in April 2023, was a landmark move aimed at reducing the visibility of betting brands in football. The ban, which takes effect from the 2026/27 season, applies to all 20 top-flight clubs and was agreed upon in consultation with the UK government’s review of the Gambling Act 2005. While the ban does not extend to sleeve or other secondary sponsorships, it has prompted clubs like Everton to reassess their commercial strategies. The CMC Markets deal positions Everton ahead of the curve, securing a non-gambling front-of-shirt partner well before the deadline.
The shift away from gambling sponsorships has been a gradual process in English football. Several clubs, including Manchester United and Liverpool, have already moved to non-gambling front-of-shirt partners in recent years. However, betting companies remain deeply embedded in the sport through other channels, such as stadium advertising, broadcast sponsorship, and digital marketing. Everton’s arrangement with Stake as a sleeve sponsor illustrates how gambling brands can still maintain a presence within the sport, even as the most visible advertising spots are phased out.
For CMC Markets, the partnership represents a major branding opportunity in the competitive financial services sector. Spread betting and CFD trading are niche but high-value markets, and associating with a historic Premier League club like Everton could help raise awareness among a broader audience. The deal also underscores the growing convergence between sports sponsorship and financial services, as companies seek to leverage the emotional connection fans have with their clubs.
Industry observers will be watching to see how other Premier League clubs respond to the impending ban. With the 2026/27 deadline still several years away, there is time for clubs to negotiate new deals and for betting companies to pivot to alternative sponsorship arrangements. Everton’s move may encourage other clubs to explore partnerships with financial trading platforms or other non-gambling sectors, potentially reshaping the landscape of football sponsorship.
In the broader context of iGaming regulation, the Premier League’s ban is part of a wider trend in the UK and Europe to limit gambling advertising in sports. The UK government’s white paper on gambling reform, published in April 2023, outlined a range of measures to protect consumers, including tighter controls on advertising and sponsorship. While the white paper did not mandate a ban on shirt sponsorships, the Premier League’s voluntary action was seen as a proactive step to avoid more stringent government intervention. Everton’s deal with CMC Markets may therefore be viewed as a pragmatic response to an evolving regulatory environment.
As the 2026/27 season approaches, the relationship between football and gambling will continue to evolve. Everton’s decision to swap Stake for CMC Markets on the front of its shirt, while keeping Stake as a sleeve partner, offers a glimpse into how clubs can navigate this transition. The deal highlights the importance of diversification in sponsorship portfolios and the growing appeal of financial services as an alternative to gambling. For now, Everton has secured its commercial future while staying ahead of regulatory changes, setting a precedent that other clubs may soon follow.
