Everton signs biggest-ever shirt sponsor deal

Premier League club Everton FC has announced the most valuable shirt sponsorship deal in its history. Tony McDonough reports

Everton
Everton has signed a short sponsorship deal with Stake.com

 

Everton FC has signed the biggest shirt sponsorship deal in its history, worth tens of millions of pounds.

Casino and sports betting platform Stake.com will see its branding appeal on the front of the men’s and women’s teams playing shirts. It will also appear on screens and media backdrops at Goodison Park, Finch Farm and on the club’s digital platforms.

Everton has now disclosed the value of the multi-partnership but it will eclipse its previous £10m-a-season deal with online car retail Cazoo. The agreement with Stake.com will begin on July 1.

This latest announcement comes just 24 hours after Everton’s majority shareholder Farhad Moshiri issued a statement to the club’s fans. He admitted “mistakes had been made” in the running of the club which narrowly avoided relegation in May.

He said: “I want to apologise to all of you. It has not been good enough and we need to do better. You have given us incredible support that helped us over the line when we most needed it. We must repay that support and show that lessons have been learnt.”

Established in 2017, Stake.com now has millions of users worldwide. It offers a range of sports betting and casino gaming products. Stake.UK.com is fully licensed by the Gambling Commission.

Its partnership with Everton represents further expansion of its sports partnership portfolio. It was recently unveiled as UFC’s Official Betting Partner in Latin America, Asia and Brazil. That will reach a global TV audience of nearly one billion households.

 

Denise Barrett-Baxendale
Professor Denise Barrett-Baxendale, chief executive of Everton FC

 

Professor Denise Barrett-Baxendale, chief executive at Everton, said: “Stake.com is an ambitious organisation with impressive growth plans. We’re all very excited to enter into a partnership with them at this stage in their journey.

“My talented colleagues in our new revenue team have made excellent progress in recent months and worked tirelessly to secure what is the biggest main partnership deal in the club’s history.”

This latest news comes following an expansion of Everton’s commercial team. As a result the club now says it has a “clear focus” on delivering an uplift in revenues. Everton is also continuing to make good progress on the construction of its new £500m stadium.

Akhil Sarin, head of acquisition for Stake.com, added: “We are incredibly proud to be partnering with Everton. It is a club steeped in tradition and with a passionate and loyal fanbase respected the world over.

“Everton is a club that perfectly complements our own growth ambitions as we seek to expand our presence globally and strengthen our top-tier sports sponsorship portfolio.”

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