Everton replaces Stake with CMC Markets ahead of betting shirt ban

Everton has confirmed CMC Markets will be its new front-of-shirt sponsor. This is a multi-year agreement and will replace the betting operator Stake ahead of the Premier League's voluntary ban on gambling logos appearing on the front of match shirts.

The deal sees the financial trading company become Everton's principal shirt partner from the 2026/27 season. Its branding will also appear across the club's stadiums, training facilities and digital platforms.

The announcement brings months of speculation to an end. It positions Everton among the first clubs to move away from front-of-shirt betting sponsorship before the league-wide restriction comes into force.

CMC Markets takes centre stage

CMC Markets' logo will feature on the front of Everton's men's, women's and under-21s kits from the start of the new campaign. The partnership also extends to branding at the Hill Dickinson Stadium, Goodison Park, the women's stadium and Finch Farm, as well as across the club's digital channels.

The agreement is a significant commercial partnership for Everton as it continues to diversify its sponsorship portfolio.

"Football is one of the few passions in life that inspires lifelong commitment." - Lord Peter Cruddas, Founder and Chief Executive Officer of CMC Markets.

The company has the financial strength to support a high-profile Premier League partnership. CMC Markets reported net income of £392.6 million for 2025. Founder Lord Peter Cruddas and Lady Fiona Cruddas were recently ranked 142nd in the Sunday Times Rich List. Their combined estimated wealth is £1.16 billion.

Everton focuses on commercial growth

Everton says the agreement is part of its wider strategy to increase commercial revenues. Andrew Middleton, Everton's President of Business Operations, said the partnership would play an important role in strengthening the club's finances.

"Partnerships of this scale help us strengthen revenues, build a more sustainable platform for success and support our ambitions on and off the pitch." - Andrew Middleton.

He added that the club was also looking forward to creating new opportunities for supporters on matchdays, digital platforms and community initiatives.

The increased commercial income comes as Everton continues to strengthen its financial position. This follows previous sanctions under the Premier League's Profit and Sustainability Rules.

Stake is still part of Everton's commercial portfolio

Although Stake has lost the prominent front-of-shirt position, the gambling operator will remain a commercial partner after agreeing to a new multi-year sleeve sponsorship.

The revised agreement allows Everton to retain an established commercial relationship while fully complying with the Premier League's incoming restrictions on front-of-shirt betting sponsorships.

Stake branding will continue to appear on matchday sleeves, alongside visibility across the Hill Dickinson Stadium, Goodison Park, Finch Farm and the club's digital channels.

The arrangement enables Everton to preserve sponsorship revenue from the betting sector while adapting to the league's changing commercial landscape.

What the new sponsorship means

Everton's reshaped sponsorship portfolio shows how Premier League clubs are adapting ahead of the ban on gambling companies appearing on the front of playing shirts.

Everton hasn’t ended its relationship with Stake entirely. Instead, the club has opted for a dual-partnership model. CMC Markets will be the principal sponsor and Stake will be in a secondary position.

The approach allows the club to remain compliant with the new rules without sacrificing an existing commercial partnership. This provides continuity of revenue as clubs adjust to the changing sponsorship environment.