Everton Football Club has finalized a multi-year agreement designating Stake as its Official Sleeve Partner starting from the 2026/27 season. This new arrangement will transition the betting brand's logo from the front of the team's shirts to the sleeves, a strategic move to comply with the forthcoming ban on front-of-shirt gambling sponsorships in English football.
For the past four seasons, Stake has been Everton's Main Partner. The updated deal continues this collaboration as both the men's and women's teams aim to build upon their inaugural seasons at Hill Dickinson Stadium and Goodison Park.
Beginning in August 2026, Premier League regulations will prohibit gambling brands from appearing on the front of club shirts. However, teams can still pursue various commercial opportunities, including sleeve sponsorships and branding within stadiums.
As the sleeve partner, Stake will maintain its presence across Everton's matchday and digital platforms, with its branding prominently displayed at Hill Dickinson Stadium, Goodison Park, and Finch Farm.
Andrew Middleton, Everton’s President of Business Operations, commented, “Stake has been a significant ally for Everton over the last four years. This agreement showcases the strength of our partnership and the ongoing expansion of Everton’s commercial portfolio.”
He added, “This continuity with a partner who understands our club and its supporters is vital. As we enhance our commercial efforts, this agreement highlights the value that partners see in Everton, our new stadium, and the club's future direction. We are excited to see our relationship with Stake evolve and look forward to continued collaboration in the coming seasons.”
The partnership has featured various initiatives, including fan giveaways, matchday experiences, digital content, international ambassador visits, and activities related to UFC and F1. Stake also supported the Her Game Too campaign around the Merseyside derby by utilizing its warm-up shirt space to promote the initiative's efforts against sexism and in support of women in football.
Established in 2017, Stake is a global online sportsbook and casino with millions of users, actively involved in sports and entertainment. Its portfolio encompasses UFC, X Games, Street League Skateboarding, eSports, and cricket, backed by ambassadors such as UFC fighters Alex Pereira, Max Holloway, and Tracy Cortez, along with skateboarders Chris Joslin and Nyjah Huston, and former Premier League stars Sergio Aguero, Patrice Evra, and Eden Hazard.
Stake's Chief Marketing Officer, Akhil Sarin, stated that the partnership with Everton has been crucial for the company, offering a platform to engage with audiences worldwide during a pivotal time for the club. “We are eager to expand our collaboration as the Official Sleeve Partner and continue working with Everton to create engaging content, experiences, and activations for fans,” he said.
Both Everton and Stake emphasized their commitment to responsible partnership activities that adhere to relevant regulations, industry standards, and marketing guidelines.