As the Premier League’s front-of-shirt gambling sponsorship ban approaches, clubs are increasingly turning to sleeves, training kits, and other commercial assets to maintain betting partnerships.
Everton FC has renewed its partnerships with offshore gambling operator Stake, but the brand’s logo will move from the front of the shirt to the sleeve as the English Premier League (EPL) front-of-shirt gambling ban comes into effect for the 2026-2027 season.
The move highlights how clubs are adapting to the new rules rather than abandoning gambling partnerships altogether. Sleeve sponsorships, training kit partnerships, regional betting deals, and stadium advertising remain permitted under the Premier League’s code.
The club restructured its agreement to place the Stake logo on the jerseys’ sleeves, which the incoming rules still allow. Stake will also retain branding at Hill Dickinson Stadium, Everton Women’s matches at Goodison Park, and the club’s training ground.
Everton’s President of Business Operations, Andrew Middleton, said that Stake is a partner that “understands the Club, our supporters and the global reach of Everton Football Club.” The two parties have been partners since 2022, with reports valuing the previous arrangement at around £10 million per year.
CMC Markets Taking Over as the Front of Shirt Sponsor
U.K. financial services firm CMC Markets is taking over as the front-of-shirt sponsor. The deal is reportedly worth about £30 million.
While the agreement complies with the Premier League’s incoming sponsorship rules, it has still attracted attention. Alongside its trading products, CMC Markets offers financial spread betting.
Although regulated by the U.K.’s Financial Conduct Authority (FCA), the company’s links to betting products illustrate how gambling-related brands can still maintain visibility in the Premier League under the revised sponsorship landscape.
Stake Partnership Likely to Face Continued Scrutiny
Stake’s continued partnership with Everton may continue attracting regulatory attention because the operator is not licensed in the U.K.
The U.K. Gambling Commission has previously raised concerns about Stake’s U.K.-facing presence after the operator exited the regulated market in March 2025, following its former white-label partner, TGP Europe, surrendering its license.
Separately, an ongoing U.K. government consultation is examining whether clubs should be prohibited from entering commercial partnerships with gambling operators that are not licensed in Great Britain.
Industry concerns have also intensified in recent months. In May, Entain, owner of Ladbrokes and Coral, identified more than 30 unregulated gambling sites it said were targeting U.K. consumers through football sponsorships and social media. Entain specifically named Stake.
Clubs Continue Finding Alternative Gambling Partnerships
The Premier League’s sponsorship restrictions apply only to clubs competing in the top flight. That means Championship sides can continue displaying gambling operators on the front of their shirts.
West Ham United, which was relegated from the EPL, confirmed that BOYLE Sports will continue appearing on its jersey for the 2026-2027 season. West Ham’s BOYLE deal was reportedly worth about £12 million last season, but it’s unclear if there’s a relegation clause that will lessen the value of the deal while it plays in the Championship next season.
Tottenham Hotspur also announced a new gambling partnership, naming Betano as its training wear partner for 2026-2027. The agreement replaces BetMGM as Tottenham’s training kit sponsor.
Earlier this year, Newcastle United announced a partnership with 8Xbet that gives the operator digital branding and matchday LED advertising at St. James’ Park. The partnership is another example of clubs continuing to provide commercial exposure for betting brands outside front-of-shirt sponsorships.
Manchester United is another major club reportedly in talks with a gambling operator to appear on its training kit. Speculation has been mounting in recent days that the club is in advanced talks with Betway.
Of the 20 Premier League clubs last season, 11 featured gambling companies as front-of-shirt sponsors. Some clubs, such as Crystal Palace and Brentford, have already confirmed alternative sponsorship arrangements. Meanwhile, Wolverhampton Wanderers’ relegation means its partnership with Debet will no longer appear in the Premier League.
Everton’s revised Stake agreement demonstrates that, while the Premier League’s voluntary ban will remove gambling brands from the front of shirts, clubs continue to find other commercial opportunities to maintain relationships with betting operators.
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