Everton sign deal with betting firm Stake.com despite chief executive comments


Everton sign lucrative £10m-a-season sponsorship deal with betting firm Stake.com… just two years after their chief executive said ‘in an ideal world’ the club would no longer partner with gambling companies

  • Everton have agreed a multi-year, club-record deal with betting firm Stake.com
  • Their shirt sponsorship agreement with Cazoo has come to an end right away
  • Chief executive Denise Barrett-Baxendale said in 2020 the Goodison Park club would ‘in an ideal world’ not be sponsored by gambling companies 
  • That came after they cut short a deal with Kenyan betting firm Sportpesa 

Everton have announced a club record sponsorship deal with gambling company Stake.com – just two years after their chief executive said ‘in an ideal world’ they wouldn’t have a betting firm on their shirts.

The multi-year agreement, reportedly worth over £10million a season to the Goodison Park club, will replace the club’s existing deal with car dealer Cazoo.

The Toffees were sponsored by the Kenyan betting company Sportpesa between May 2017 and May 2020 but that £7m-a-year deal was ended two years early following a strategic review of the club’s commercial operations.

Everton will be sponsored by Stake.com next season after betting firm replaced Cazoo

The Toffees announced the deal, reportedly worth £10m-per-season, on Thursday

The Toffees announced the deal, reportedly worth £10m-per-season, on Thursday 

In January 2020, Everton chief executive Denise Barrett-Baxendale told the club’s AGM that ‘in an ideal world’ they would prefer a ‘different type of sponsor’ to a betting company.

It came amid concerns that betting companies weren’t doing enough to mitigate the social cost of gambling amid the proliferation of betting adverts and sponsorship in English football.

But Everton have now returned to that type of sponsor by signing up with Stake.com, who recently became the UFC’s official betting partner in Latin America, Asia and Brazil.

They declined an extension of the two-year partnership with Cazoo in search of a more lucrative deal.

Everton chief executive Denise Barrett-Baxendale said in 2020 that 'in an ideal world' the club would no longer partner with gambling companies

Everton chief executive Denise Barrett-Baxendale said in 2020 that ‘in an ideal world’ the club would no longer partner with gambling companies 

The Goodison Park club narrowly avoided relegation from the Premier League in 2021-22

The Goodison Park club narrowly avoided relegation from the Premier League in 2021-22

Everton’s commercial deals were affected by sanctions imposed on Alisher Usmanov, the owner of USM, in the wake of Russia’s invasion of Ukraine earlier this year.

The club suspended sponsorship agreements with Russian companies USM, Megafon and Yota with immediate effect.

A club statement read: ‘Everton Football Club has confirmed a Club-record main partner agreement with Stake.com.

‘The multi-year partnership with the leading casino and sports betting platform will commence on 1 July and is the highest value front-of-shirt deal in the Club’s 144-year history.

‘As Everton’s main partner, the Stake.com brand will feature on front of the men’s and women’s playing shirts, as well as appearing on screens and media backdrops at Goodison Park and Finch Farm and across the Club’s digital platforms.’

Everton's commercial operation was affected by sanctions imposed on Alisher Usmanov (right) for his links to Russian president Vladimir Putin (left)

Everton’s commercial operation was affected by sanctions imposed on Alisher Usmanov (right) for his links to Russian president Vladimir Putin (left)

Professor Barrett-Baxendale said: ‘Stake.com is an ambitious organisation with impressive growth plans and 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 – I’d like to congratulate them on this achievement and, on behalf of everyone at the Club, express my gratitude to Stake.com for choosing Everton as a long-term partner.

‘Finally, I am pleased to say that we have already been working together with Stake.com on some exciting activities and content for our local and international supporters and we look forward to sharing more detail on these plans soon.’

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