July 1 – Everton are retaining one of their biggest commercial partners despite the Premier League’s ban on front-of-shirt gambling sponsorships coming into force this season.
After four years as the club’s principal sponsor, Stake will move from the front of Everton’s shirt to the sleeve under a new multi-year agreement, allowing the betting operator to maintain a place on the club’s kit while complying with the league’s new commercial regulations.
The announcement in tandem with the unveiling of CMC Markets as the club’s new front-of-shirt sponsor. The financial services firm replaces Stake in the club’s most valuable commercial asset, although its appointment also arrives against a backdrop of increasing regulatory scrutiny around partnerships involving digital assets and online trading platforms.
Earlier this week, Insideworldfootball reported warnings from legal experts at RPC that clubs pursuing crypto-related sponsorship agreements should undertake significantly greater due diligence after the Financial Conduct Authority cautioned clubs over potential liability linked to unregulated firms operating in the UK.
Everton insisted all activity with Stake will continue to be delivered in line with relevant regulations and industry standards.
President of business operations Andrew Middleton said: “Stake has been a major supporter of Everton over the past four seasons and this agreement reflects both the strength of our relationship and the continued growth of Everton’s commercial partnership portfolio.
“It also provides continuity with a partner that understands the Club, our supporters and the global reach of Everton Football Club.
“As we continue to build commercial momentum, this agreement demonstrates the value partners see in Everton, our new stadium and the direction of the Club.
Stake Chief Marketing Officer Akhil Sarin added: “Our partnership with Everton has been an important and successful one, and we are proud to continue our relationship with one of English football’s most historic and globally recognised clubs.
“Stake is built around sport, entertainment and culture. The partnerships we choose are deliberate, ambitious, built on innovation and a genuine connection to our global communities.
“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.
Contact the writer of this story, Harry Ewing, at [email protected]