Everton are shopping in a bigger, more illustrious market in their search for their next front-of-shirt sponsor, says University of Liverpool football finance lecturer Kieran Maguire.
Premier League clubs have voted unanimously to ban front-of-shirt gambling sponsors from 2026-27, though it was a jump-before-they-were-pushed situation in the face of political pressure. For Everton, however, next season is a natural juncture to move on from Stake, the controversial online bookmaker.
There is no consensus among market experts consulted by Everton News about the likely effects of the gambling ban. Will front-of-shirt deals nosedive in value? Will value simply migrate to the sleeves, where gambling is still allowed? Will the 11 clubs seeking new deal create a buyer’s market that favours the new wave of sponsors who are set to enter the Premier League? No one knows, really.
However, Everton specifically are perfectly positioned. And executives regularly speak about framing themselves as a premium partner, not just cashing in the biggest cheque.
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Dan Friedkin.
The new stadium has driven droves of new sponsorships, not just the naming rights agreement with Hill Dickinson. The latest deal with globally-known brand Heinz follows partnerships with Pepsi, Aramark and others looking to bask in the reflected glory of the Premier League’s shiniest, newest stadium.
The deal with Stake is worth a reported £10m annually. The next one will be significantly higher – and it is likely to be with a brand that Everton fans recognise.
“There would be logic in going with a blue-chip partner,” Maguire said in exclusive conversation with Everton News.
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“That was the strategy with the Hill Dickinson Stadium. That deal has been very successful for all parties. It adds an element of gravitas to the stadium. They might want to replicate that by going for a front-of-shirt sponsor who might be a little more conservative in outlook than Stake.
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“At the same time, they want to broaden the appeal. Once you strike a deal with a big, famous company, you can then go to the secondary sponsors and say: ‘Look at us, we’re not with crypto, gambling and forex partners any more – we’re serious, come and partner with us’.
“Brighton have done this with their naming rights deal. They signed with Amex and they now have British Airways and so on, which they wouldn’t have done had they not struck that initial partnership.
“Everton will be looking for at least a 50 per cent uplift, so we’re talking at least £15m.”
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