Everton moves Stake logo to sleeve ahead of ban

Everton has renewed its partnership with offshore operator Stake and will relocate the brand’s logo from the centre of the first-team shirt to the sleeve for the 2026-27 season. The agreement keeps Stake branding on sleeves, at Hill Dickinson Stadium, at Goodison Park for Everton Women matches and at the club training ground. The club and operator have been partners since 2022; the previous front-of-shirt arrangement was reported at about £10 million a year.

The Premier League’s voluntary code removes gambling logos from the central front position for top-flight clubs from the 2026-27 season. The code still allows gambling firms on sleeves, training kit, regional deals and stadium advertising.

Everton has agreed a separate front-of-shirt contract with U.K. financial services firm CMC Markets, a deal reported at roughly £30 million. CMC Markets offers trading products including financial spread betting, a regulated activity overseen by the Financial Conduct Authority.

Stake exited the regulated U.K. market in March 2025 after its former white-label partner surrendered its licence. The U.K. Gambling Commission has flagged issues related to Stake’s U.K.-facing operations, and a government consultation is under way that could limit clubs’ ability to sign deals with operators not licensed in Great Britain.

Industry groups have raised concerns about unregulated gambling sites targeting U.K. consumers. In May, a major gambling operator identified more than 30 unregulated sites it said were using football sponsorships and social media to reach U.K. customers and named Stake among them.

Other clubs are reallocating commercial assets to retain betting relationships. West Ham will continue to display BOYLE Sports on its shirt while playing in the Championship next season. Tottenham announced Betano as its training-wear partner for 2026-27, replacing BetMGM. Newcastle’s agreement with 8Xbet gives the operator digital branding and matchday LED advertising at St James’ Park. Manchester United has been reported to be in advanced talks with a gambling operator for training-kit branding. Crystal Palace and Brentford have confirmed alternative front-of-shirt sponsors, and Wolverhampton Wanderers’ relegation removes Debet from the top flight.

Andrew Middleton, Everton’s president of business operations, described Stake as a partner that “understands the Club, our supporters and the global reach of Everton Football Club.”