Everton have announced a new multi-year sleeve sponsorship deal with gambling firm Stake, moving the company’s logo from the front of the shirt to the sleeve. The partnership, which has seen Stake as the club’s front-of-shirt sponsor for the past four seasons, was set to end this summer due to a voluntary ban on front-of-shirt gambling sponsors across the Premier League.
Details of the New Agreement
Under the new deal, Stake will become Everton’s official sleeve partner, with the logo appearing on the Blues’ shirts during matches and across the club’s digital channels. The branding will also be visible at Hill Dickinson Stadium, Goodison Park, and Finch Farm. The agreement provides continuity for a partnership that has included fan giveaways, matchday experiences, and community initiatives.
Andrew Middleton, Everton’s president of business operations, 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. We are pleased to see our relationship with Stake evolve and look forward to continuing to work together across the coming seasons.”
Regulatory Context
Premier League clubs agreed in 2023 to voluntarily ban gambling companies from appearing on the front of shirts, a policy that takes effect this season. Sleeve sponsorship remains permitted under the agreement. Stake’s chief marketing officer, Akhil Sarin, said: “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. We look forward to building on the partnership as official sleeve partner and to continuing to work with Everton to deliver engaging content, experiences and activations for fans.”
Previous Collaboration and Controversy
During their four-year partnership, Stake donated its warm-up shirt space to support the Her Game Too initiative for a Merseyside derby in 2023, a campaign tackling sexism in sport. The company also counts former Premier League players Sergio Aguero, Patrice Evra, and Eden Hazard as ambassadors. However, Stake faced controversy last year when it closed its site to customers in Great Britain after a Gambling Commission investigation into a viral social media post featuring an adult actress outside Nottingham Trent University displaying the Stake logo. Everton stated: “Everton and Stake will continue to ensure all partnership activity is delivered responsibly and in full compliance with relevant regulations, industry standards and marketing requirements.”
