Everton has extended its commercial partnership with Stake, with the betting operator moving from front-of-shirt sponsor to Official Sleeve Partner ahead of the Premier League's new gambling sponsorship restrictions.

The multi-year renewal ensures Stake remains one of the club's principal commercial partners while complying with the league's voluntary ban on gambling logos appearing on the front of first-team shirts.

Stake transitions to sleeve sponsorship

Under the new agreement, Stake branding will feature on the sleeves of Everton's playing shirts throughout the 2026/27 season.

The partnership also includes extensive commercial rights beyond the team's matchday kit.

Stake will receive branding across:

- Everton's official digital channels.

- Matchday media and communications.

- Hill Dickinson Stadium.

- Goodison Park, now home to Everton Women.

- Finch Farm training complex.

The deal allows the operator to maintain a strong presence across the club's commercial platforms despite the changes to Premier League sponsorship rules.

Partnership enters new phase

Stake has been Everton's principal shirt sponsor for the past four seasons, with its logo displayed prominently on the front of the club's jerseys.

However, the Premier League's new sponsorship code, which takes effect from the start of the 2026/27 season in August, prevents clubs from displaying gambling brands on the front of first-team shirts.

Rather than ending the relationship, Everton and Stake have restructured the agreement to comply with the new regulations while preserving the long-standing partnership.

Both parties confirmed that all sponsorship activities will continue to be delivered responsibly and in accordance with applicable regulations, industry standards and marketing requirements.

Premier League enters new sponsorship era

Everton's agreement reflects a broader shift across English football as clubs adapt to the Premier League's voluntary ban on front-of-shirt gambling sponsorships.

Although betting operators can no longer occupy the most prominent shirt position, clubs remain free to enter into other commercial arrangements, including:

- Sleeve sponsorships.

- Training wear partnerships.

- Stadium advertising.

- Regional betting agreements.

- Digital marketing collaborations.

The revised framework has encouraged many operators to restructure existing partnerships rather than withdraw from the Premier League altogether.

Clubs adapting to new regulations

Everton is one of several Premier League clubs adjusting its commercial strategy ahead of the new season.

During the 2025/26 campaign, 11 of the league's 20 clubs featured gambling companies as front-of-shirt sponsors.

Among those affected are partnerships involving:

- Aston Villa and Betano.

- Crystal Palace and NET88.

- Nottingham Forest and Bally's.

- Sunderland and W88.

Many of these clubs have already announced revised agreements that preserve their relationships with betting operators through alternative sponsorship assets.

Championship clubs unaffected

The restrictions apply only to Premier League clubs, meaning teams outside England's top division remain free to feature gambling operators on the front of their shirts.

One example is Wolverhampton Wanderers, who were relegated from the Premier League at the end of the 2025/26 season.

The club has since announced gambling operator Midnite as its front-of-shirt sponsor for the upcoming Championship campaign, demonstrating that betting sponsorship remains a significant commercial opportunity outside the Premier League.

Betting brands remain active in English football

While the Premier League's front-of-shirt ban marks the end of one of the industry's most visible sponsorship assets, Everton's renewed agreement with Stake highlights how operators are adapting rather than exiting the market.

By shifting branding to shirt sleeves and expanding visibility across digital channels, stadium assets and club media, betting companies continue to see value in partnerships with English football clubs while complying with the league's evolving sponsorship framework.

Sources: Next.io