Everton bypasses gambling ban: Stake logo moves from front to sleeve

The English Premier League has agreed to a voluntary ban on gambling sponsors on the front of jerseys, which comes into effect for the 2026 and 2027 season. Everton FC now demonstrates how clubs are dealing with this ban: The gambling provider Stake, previously the main sponsor on the front of the shirt, will now appear as a sleeve sponsor. A clever adjustment that allows the club to continue its partnership with the operator, which is not licensed in the UK.

The agreement was restructured to place the Stake logo on the jerseys' sleeves. This type of sponsorship remains permitted under the new Premier League rules. Stake will also maintain its presence at Everton Women's matches at Goodison Park, the new Hill Dickinson Stadium, and the club's training ground.

Numbers and facts

Everton and Stake have been partners since 2022. The previous arrangement was reportedly worth around £10 million per year. Starting from the 2026 and 2027 season, the British financial services firm CMC Markets will take over as the front-of-shirt sponsor with an alleged value of around £30 million. Although CMC Markets operates in the financial sector, the company also offers financial spread betting. This illustrates how gambling-related brands can still maintain visibility in the Premier League under the revised sponsorship landscape. Eleven of the 20 Premier League clubs last season featured gambling companies as front-of-shirt sponsors.

However, Stake's continued partnership with Everton may continue to attract regulatory attention because the operator is not licensed in the UK. The UK Gambling Commission (UKGC) has previously raised concerns about Stake's UK-facing presence after the operator exited the regulated market in March 2025. Its former white-label partner, TGP Europe, had surrendered its license. An ongoing UK government consultation is currently examining whether clubs should be prohibited from entering commercial partnerships with gambling operators that are not licensed in Great Britain.

"Stake has been a major supporter of Everton over the past four seasons and this agreement reflects both the strength of our relationship and the continued growth of Everton’s commercial partnership portfolio," said Andrew Middleton, President of Business Operations at Everton FC.

Background

The Premier League's voluntary ban was announced in April 2023 to address concerns about gambling advertising. It aims to reduce the visibility of gambling brands in one of the most-watched sports leagues in the world. Despite the ban on the front of shirts, sleeve sponsorships, training kit partnerships, regional betting deals, and stadium advertising remain permitted. This leads many clubs to find creative ways to maintain their financial relationships with betting operators. For example, Tottenham Hotspur announced a new partnership with Betano as their training wear sponsor for the 2026 and 2027 season. Manchester United is also reportedly in talks with Betway for a similar sponsorship.

The problem of unlicensed operators is not just a British issue. In May, Entain, owner of Ladbrokes and Coral, identified over 30 unregulated gambling sites it said were targeting UK consumers through football sponsorships and social media. Entain specifically named Stake. The competitive pressure for advertising space is high.

Why it matters for German players

For German players who wish to play in licensed online casinos under the Gambling State Treaty 2021 (GlüStV 2021), Everton FC's approach has no direct impact. The German gambling market is strictly regulated. Only providers on the whitelist of the Joint Gambling Authority of the Federal States (GGL) are allowed to legally offer gambling in Germany. This licensing entails strict requirements, including a €1 per spin stake limit for online slots and a monthly deposit limit of €1,000 via the cross-border self-exclusion system LUGAS. Offshore providers like Stake, which do not hold a German license, are illegal in Germany and have no advertising presence in football or other media here. German players should exclusively play with GGL-licensed providers to ensure legal protection and high player protection standards. The Everton example shows how resourceful the gambling industry is in finding advertising opportunities despite prohibitions.

What it means for GGL-licensed casinos

For casinos holding a license from the Joint Gambling Authority of the Federal States (GGL), the Everton case primarily confirms that German regulations are necessary and important. The strict licensing requirements in Germany, particularly the prohibition of advertising for unlicensed providers, effectively protect players from offshore operators. GGL-licensed casinos must adhere to clear rules, including for sponsoring or other marketing activities. Such a "sidestepping" to sleeve logos by operators not licensed in Germany is not possible here. The GGL closely monitors the market. Advertising for illegal providers can result in severe penalties. This provides licensed operators with a clear and fair competitive basis. They can focus on their legal business practices and the protection of their players.