Everton could face fresh scrutiny from the Gambling Commission after extending their partnership with bookmaker Stake.com, which is not licensed to operate in the UK. The controversial brand has been the club’s main sponsor for the last four seasons but has now switched to being their sleeve partner ahead of
Frank Dalleres
Tuesday 30 June 2026 4:37 pm | Updated: Tuesday 30 June 2026 4:38 pm
Everton could face fresh scrutiny from the Gambling Commission after extending their partnership with bookmaker Stake.com, which is not licensed to operate in the UK.
The controversial brand has been the club’s main sponsor for the last four seasons but has now switched to being their sleeve partner ahead of the Premier League’s incoming ban on betting companies in the prized front-of-shirt slot. Trading platform CMC Markets has replaced Stake as Everton’s principal partner.
It comes just four months after the Gambling Commission wrote to Everton to warn of “the risks of promoting unlawful gambling websites” and seek assurances that they had checked UK consumers could not still access them, for instance by using a VPN.
Stake relinquished its UK licence in March after the watchdog launched an investigation into its use of an infamous stunt by adult actress Bonnie Blue to promote its brand. It has also attracted attention for accepting deposits in cryptocurrency.
It has used its growth to market itself across the UFC, cricket, X Games and eports and hire high-profile ambassadors including former Premier League stars Sergio Aguero and Eden Hazard and rapper Drake.
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Everton said they and Stake would “ensure all partnership activity is delivered responsibly and in full compliance with relevant regulations, industry standards and marketing requirements”.
CMC Markets becomes Everton’s main sponsor
Andrew Middleton, Everton’s president of business operations, said: “We are pleased to see our relationship with Stake evolve and look forward to continuing to work together across the coming seasons.”
Stake’s chief marketing officer, Akhil Sarin, said: “Over the past four years, Everton has provided Stake with a powerful platform to connect with audiences around the world, and we have valued the opportunity to support the club during a landmark period in its history.”
Both the Stake and CMC Markets deals are for multiple years, with branding to appear on kits from the 2026-27 season, which starts in August.
CMC Markets founder and CEO Lord Peter Cruddas said: “Football is one of the few passions in life that inspires lifelong commitment because, like financial markets, you invest in your club long-term.”
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