Everton FC have announced a new partnership with online gambling brand Stake. The deal has been restructured ahead of new Premier League rules which will see betting companies banned from appearing on the front of match day shirts.
As part of the new multi-year deal, Stake will move from the front of the shirt to the sleeve of the team’s kit from the 2026-27 season, as reported by City AM. The move comes as league-wide regulations take effect next August to remove gambling logos from the most prominent part of the jerseys.
The change might not stop the continuing partnership from drawing regulatory scrutiny. The UK Gambling Commission earlier this year raised concerns with Everton about the risks of promoting gambling platforms not licensed in the UK. The regulator had demanded assurances that services would not be available to British users, including through workarounds such as virtual private networks.
Stake had previously left the UK market following a regulatory review of its advertising practices. The controversial promotional material that drew widespread backlash triggered the probe. The company’s UK-facing operations have since been shut down, although questions remain over accessibility from within the country.
Stake Branding to Remain across Everton Sites Despite Shift Away from Jersey
The extension to the partnership means the Stake branding will continue to be visible on player shirts, as well as across Everton’s digital platforms and at its physical venues. It features the club’s new Hill Dickinson Stadium and Goodison Park, which will be the home venue for the women’s side. The operator will also continue to be present at the Finch Farm training complex.
Club representatives noted that the relationship with Stake has developed over a number of seasons and remains part of Everton’s wider commercial strategy. They said the renewed deal showed both stability and confidence in the club’s global appeal, especially as it embarks on a new era with its stadium project. While Stake leaders pointed to the role Everton has played in raising its profile in sports and entertainment markets around the world.
The deal arrives amid broader changes to the commercial landscape of English soccer. More than half of Premier League clubs had gambling sponsors on their shirts during the previous season. While front-of-shirt placements will soon be banned, other branding opportunities, such as sleeve sponsorships and in-stadium advertising, remain viable.
Both Everton and Stake have stated that all future promotional activities would comply with regulatory requirements and responsible marketing.