Everton FC has secured a new front-of-shirt sponsorship agreement with UK-based financial services company CMC Markets, marking a significant shift in the club’s commercial strategy ahead of the 2026-27 season and beyond.
The multi-year deal replaces Stake as the club’s primary shirt sponsor. Stake, which had held the main sponsorship position since 2022, will now transition to a sleeve sponsorship role under a new long-term agreement.
The restructuring comes as Premier League clubs prepare for stricter regulations on gambling-related front-of-shirt sponsorships, prompting several teams to adjust their commercial partnerships in advance of the new rules.
The agreement with CMC Markets is reported to be worth approximately £30 million ($40.5 million) and will extend across Everton’s men’s, women’s, and youth teams.
Beyond shirt branding, the partnership will also include visibility across Everton’s stadium assets, including the new Hill Dickinson Stadium, Goodison Park (home of Everton Women), and the Finch Farm training complex. The deal will further extend into digital channels and grassroots community initiatives.
Everton’s president of business operations, Andrew Middleton, described the agreement as a key step in the club’s commercial growth strategy, emphasizing its importance in building long-term financial sustainability and supporting sporting ambitions.
Stake’s continued involvement ensures brand continuity despite its shift away from the primary shirt position. The company will maintain visibility across Everton’s infrastructure and digital platforms under the revised partnership structure.
Stake chief marketing officer Akhil Sarin noted that the partnership with Everton has provided a strong global platform over the past four years and highlighted the brand’s continued focus on sport, entertainment, and cultural engagement.
The change also reflects broader industry trends, as gambling sponsors face increasing restrictions in the UK football ecosystem. Several Premier League clubs have already adjusted or replaced betting-related front-of-shirt deals as regulations tighten.
Everton, alongside multiple top-flight clubs, has been required to restructure key commercial partnerships, signaling a broader transition in how Premier League teams monetize shirt sponsorship inventory in a changing regulatory environment.
With CMC Markets stepping into the primary role, Everton joins a growing number of clubs diversifying away from gambling-led sponsorship revenue streams toward financial and non-gambling sectors.