Africa-based gambling firm’s name first appeared on Everton shirts in 2017 but, following negotiations with the club, it was decided the deal would end two years early. Tony McDonough reports
Everton FC is ending its £9.6m-a-year shirt sponsorship deal with SportPesa two years early.
The Africa-based gambling firm’s name first appeared on Everton shirts in 2017 but, following negotiations with the club, it was decided the contract would be terminated at the end of the current season.
Everton will now seek a new main short sponsor for the 2020/21 season. The agreement has been reached following a comprehensive review by the club of its commercial strategy in line with its vision and future growth plans.
An Everton spokesperson said: “This has been a difficult decision but one that allows us to best deliver on our commercial plan and to grasp the new opportunities now open to us.
“The club would like to thank SportPesa for all of the work that has been done together. Our partnership has seen our first team visit Africa on two occasions, as well as former players and club staff take part in numerous activations in the region.
“This has allowed us to grow our own footprint in Africa and further strengthen our special relationship with the continent.”
Everton is looking to enter a new era as it prepares to start work on a new £500m stadium at Bramley Moore Dock in Liverpool Waters. It will leave its Goodison Park home in time for the 2023/24 season but will leave behind a number of legacy projects.
A full planning application for the stadium has been submitted to Liverpool City Council and it is hoped work can begin later this year. An outline planning application has been submitted for the area around Goodison. Both schemes are collectively known as ‘The People’s Project’.