Everton and Fulham Move Early as Premier League Gambling Ban Reshapes Sponsorship Market

Everton FC and Fulham FC have emerged as two of the first clubs to react to the Premier League’s upcoming ban on front-of-shirt gambling sponsorships, with financial services firm CMC Markets targeting deals with both clubs.

CMC Markets Eyes Dual Sponsorship Deals

According to reports, Everton are close to replacing current sponsor Stake with CMC Markets in a deal worth up to £50 million over three years. Negotiations are said to be at an advanced stage, although competing bidders remain in the frame.

CMC is also pursuing a similar agreement with Fulham, whose current shirt sponsor SBOBET is set to expire at the end of the 2025/26 season. Industry insiders suggest agreements with both clubs could be finalized within weeks.

Strategic Market Positioning

This dual-club strategy reflects CMC Markets’ ambition to expand brand visibility in key UK regions—London through Fulham and the North-West via Everton. The Premier League’s global reach, spanning 187 broadcast markets, offers a powerful platform for growth.

Founded by Peter Cruddas, CMC Markets is listed on the London Stock Exchange and has expanded into fintech infrastructure and investment services.

Gambling Ban Triggers Industry Shift

With the Premier League’s gambling sponsorship ban coming into force from the 2026/27 season, clubs are actively seeking new commercial partners. Eight clubs currently feature gambling brands on their shirts, creating a major sponsorship gap.

Companies like Revolut and Monzo have already entered the football sponsorship space, partnering with Manchester City and Coventry City.

A New Sponsorship Landscape

As gambling brands exit, fintech, crypto, and travel sectors are expected to dominate the next wave of deals—turning this transition into a major opportunity for both clubs and emerging sponsors.