Everton has confirmed a new front-of-shirt sponsorship agreement with share trading and spread betting platform CMC Markets, replacing betting firm Stake.
The partnership has been the subject of speculation since March, arriving just ahead of the Premier League’s self-imposed ban on bookmaker front-of-shirt deals from 2026/27.
CMC Markets branding will appear on the front of Everton’s men’s, women’s and under-21s kits from the 2026/27 season onwards, with the deal described only as “multi-year.”
The company’s logo will also feature across matchday and digital channels, including at the Hill Dickinson Stadium, Goodison Park, the women’s stadium, and the Finch Farm training ground.
Lord Peter Cruddas, Founder and Chief Executive Officer of CMC Markets, said: “Football is one of the few passions in life that inspires lifelong commitment.”
CMC Markets is a financially powerful partner for Everton, having declared net income of £392.6m for 2025, signalling the company has serious commercial muscle to invest.
Lord Peter and Lady Fiona Cruddas were ranked 142nd on the Sunday Times Rich List, with a combined net worth of £1.16bn, underlining the scale of the individuals behind the brand.
Andrew Middleton, Everton’s President of Business Operations, said: “This is an important agreement for the club and one that will play a key role in our continued commercial growth.”
Middleton added: “Partnerships of this scale help us strengthen revenues, build a more sustainable platform for success and support our ambitions on and off the pitch.”
He continued: “We are also excited by the opportunities this creates to deliver a proposition that every Evertonian can be proud of, on matchdays, across digital channels and in the community.”
Everton’s desire to grow commercial revenue is closely linked to its broader drive to avoid any further issues under the Premier League’s Profit and Sustainability Rules, which previously resulted in points deductions.
Despite being replaced on the front of shirts, Australian-Curaçaoan online sportsbook and casino Stake has not been cut loose by Everton following four years as front-of-shirt sponsor since 2022.
Just before the CMC Markets announcement, Everton confirmed that Stake had agreed a new sleeve sponsorship deal, also described as multi-year, preserving the brand’s presence on matchday kits.
Stake’s branding will continue to appear across Everton’s digital and matchday channels, with visibility retained at the Hill Dickinson Stadium, Goodison Park, and Finch Farm training ground.
The arrangement gives Everton a commercially shrewd solution, maintaining an established betting partner while complying fully with the incoming Premier League front-of-shirt restrictions next season.
