Everton shifts Stake logo to sleeve ahead of 2026 ban

Everton has relocated the Stake logo from the front of its first-team shirt to the sleeve as the Premier League’s ban on front-of-shirt gambling sponsorship takes effect for the 2026–27 season. The club will continue to display Stake branding at its stadium, on Everton Women’s shirts at Goodison Park and at the training ground. Everton has appointed U.K. financial firm CMC Markets as its new front-of-shirt sponsor.

Stake has been a commercial partner of Everton since 2022. The previous front-of-shirt arrangement was valued at about £10 million a year. The CMC Markets agreement is understood to be worth roughly £30 million. CMC Markets is regulated by the Financial Conduct Authority and offers trading products including spread betting.

The Premier League’s updated sponsorship code allows sleeve sponsorships, training kit deals and stadium advertising while removing gambling brands from the primary shirt position for clubs in the top flight. Everton restructured its deal to place Stake on the sleeve and to retain other club placements that remain permitted under the code.

Stake exited the regulated U.K. market in March 2025 after a white-label partner surrendered a licence. The U.K. Gambling Commission has previously expressed concerns about Stake’s U.K.-facing presence. A government consultation is underway on whether clubs should be barred from commercial relationships with gambling operators that are not licensed in Great Britain. Entain has identified more than 30 unregulated sites it says target U.K. consumers through football-related sponsorships and social media, naming Stake among them.

Other clubs are also adjusting commercial arrangements ahead of the 2026–27 season. West Ham United has confirmed BOYLE Sports will remain on its jersey after relegation. Tottenham Hotspur has appointed Betano as its training-wear partner for 2026–27, replacing BetMGM. Newcastle United’s deal with 8Xbet includes digital branding and matchday LED advertising at St James’ Park. Manchester United has held talks about training-kit branding with Betway. Wolverhampton Wanderers’ relegation means its Debet partnership will no longer appear in the Premier League.

Everton’s President of Business Operations, Andrew Middleton, called Stake a partner that “understands the Club, our supporters and the global reach of Everton Football Club.” The club said it had adapted branding placements to comply with the league’s rules while maintaining commercial relationships.

The Premier League restriction on front-of-shirt gambling sponsors takes effect in the 2026–27 season and applies only to clubs competing in the top tier. Sleeve, training kit and stadium sponsorships remain permissible under the current code.