Everton have agreed a new front-of-shirt sponsorship deal worth close to £30 million with CMC Markets, marking a strategic shift in the club’s commercial direction ahead of the Premier League’s incoming restrictions on gambling-related sponsorships.
According to Sky News, the financial services group has recently signed the agreement to become Everton’s primary shirt sponsor, replacing Stake.com, which had previously been linked to the club amid wider regulatory pressure on betting brands in UK football.
CMC Markets, led by former Conservative Party treasurer Baron Peter Cruddas, is positioning the partnership as part of a broader brand expansion strategy as it develops a multi-asset “super-app” for trading and investment products, including shares, derivatives, ISAs and pensions.
The deal comes at a pivotal moment for Premier League clubs, with more than a third expected to change shirt sponsors ahead of a voluntary ban on gambling advertising on front-of-shirt kits coming into force from the 2026–27 season.
For Everton, the agreement provides a significant commercial boost as the club continues to navigate financial pressure and strengthen its revenue base in a rapidly evolving sponsorship landscape.
The move also reflects a broader industry trend: financial services firms increasingly stepping into the space vacated by gambling operators, using football as a platform for mass-market brand building and customer acquisition.