Everton have agreed a new front-of-shirt sponsorship deal with FTSE 250 financial services firm CMC Markets, replacing Stake as the club's main sponsor. The move comes as Premier League clubs adhere to a voluntary ban on gambling advertisements on the front of shirts from this season.
Deal Details and Kit Launch
Under the agreement, CMC Markets' branding will appear on the front of the men's, women's, and Under-21s kits for the coming years. The new men's home kit, the first to feature CMC Markets, will be unveiled at 9am on Thursday, July 2. Stake, announced as Everton's sleeve sponsor on Tuesday, will continue to be associated with the club in a reduced capacity.
CMC Markets will also have a presence across matchday and digital channels, including at Hill Dickinson Stadium and Goodison Park. While financial details have not been disclosed, the combined deals with CMC Markets and Stake are understood to represent an uplift on previous agreements, a significant achievement given the competitive sponsorship landscape following the gambling ban.
Club and Sponsor Statements
Andrew Middleton, Everton's president of business operations, said: "We are delighted to welcome CMC Markets as Everton's main partner – a brand that shares our ambitions, our values and our belief in what Everton is becoming. This is an important agreement for the club and one that will play a key role in our continued commercial growth." He added that the partnership will help strengthen revenues and build a sustainable platform for success.
Lord Peter Cruddas, founder and CEO of CMC Markets, said: "Football is one of the few passions in life that inspires lifelong commitment because, like financial markets, you invest in your club long-term. Supporters are passionate about their clubs, and at CMC Markets, we are passionate about investing and trading." He noted that the company shares Everton's core values and community connections.
Community and Financial Literacy Initiatives
The deal includes collaboration with Everton in the Community and the People's Literacy Trust to support financial literacy programmes in the Liverpool City Region. Lord Cruddas founded CMC Markets in 1989; the company employs around 750 staff and has a net operating income of £250 million. He established the Peter Cruddas Foundation in 2006, which focuses on helping disadvantaged young people.
