Everton Signs New Partnership With Stake Despite Regulator Warning

Everton Football Club has signed a new multi-year agreement with gambling operator Stake. According to City A.M., the deal could raise questions from the UK Gambling Commission.

Stake has worked with Everton for the past four seasons. The company was previously the club’s main sponsor, with its logo appearing on the front of the shirt. However, from the 2026/27 season, Premier League clubs will be banned from displaying betting brands on the front of their matchday shirts.

Against that backdrop, the two sides have changed the format of their partnership.

On June 30, Everton announced a new agreement under which the Stake logo will move to the shirt sleeve. The brand will also continue to feature across the club’s digital channels, at the home stadiums of the men’s and women’s teams, and at the training ground.

The extension could attract regulatory attention because Stake no longer operates in the UK under a local licence. The company gave up its UK licence in March 2025 after an investigation was launched over a promotional campaign featuring adult film actress Bonnie Blue.

In addition, four months ago the Gambling Commission had already warned Everton about the risks of promoting illegal gambling websites. The regulator asked the club to confirm that users in the UK could not access Stake, including via VPN.

Against the backdrop of possible questions from the regulator, the club stressed separately that all partnership activity would be carried out responsibly and in line with applicable rules, industry standards and marketing requirements.

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