Premier League bypasses bookmaker ad ban: Everton's experience

Jersey Maneuver

As the ban on title sponsorship became a reality, Everton did not abandon its long-term partner – offshore operator Stake. Instead, the club restructured the deal: the brand's logo moved from the chest to the sleeve of the jersey.

This decision became part of a general trend in English football. Since restrictions exclusively concern title sponsorship, clubs are actively moving bookmakers to sleeves, training kits, and expanding their presence through stadium advertising boards and digital assets.

Everton's President of Business Operations, Andrew Middleton, emphasized that Stake is a partner that deeply understands the club's values and its global reach. The previous agreement was estimated at approximately £10 million per year, and the club sought to maintain the partnership.

New Title Sponsor

The vacated spot has been filled by a new title sponsor – British financial firm CMC Markets. The deal is rumored to bring the club around £30 million.

Even this deal has a nuance: CMC Markets offers not only classic trading instruments but also financial spread betting. This proves that the line between finance and gambling in modern Premier League marketing is becoming increasingly blurred.

Regulators' Hunt Continues

Despite formal compliance with the rules, Everton's partnership with Stake remains under close scrutiny. The main issue is the operator's lack of a license; the company left the regulated market back in March 2025.

Additional pressure comes from competitors: for example, Entain directly accused Stake in May this year of targeting British consumers through football sponsorship. The UK government is currently consulting on a complete ban on clubs cooperating with operators not licensed in the country.

The New Premier League Reality

The Premier League is only part of the overall picture. Championship clubs, such as West Ham, will continue to wear bookmaker logos on their chests, as restrictions only apply to the top division. Meanwhile, Tottenham has signed an agreement with Betano for placement on training kits, and Newcastle is actively promoting 8Xbet through LED advertising at the stadium.

Of the 20 Premier League clubs last season, 11 used gambling companies as title sponsors. This landscape is now changing, but not disappearing: football and gambling remain inextricably linked, they are simply migrating from the central part of the jersey to less visible, but equally profitable platforms.