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

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

  • Everton has signed a multi-year club record deal with gambling company Stake.com
  • Their shirt sponsorship agreement with Cazoo ends immediately
  • Chief executive Denise Barrett-Baxendale said in 2020 the Goodison Park club ‘in an ideal world’ would not be sponsored by gambling companies
  • That came after they broke a deal with Kenyan gambling company Sportpesa

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

The multi-year deal, reportedly worth more than £10million per season for the Goodison Park club, will replace the club’s existing deal with car dealer Cazoo.

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

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

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

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

The Toffees announced the deal, reportedly worth £10 million 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 gambling company.

It arose out of concerns that gambling companies were not doing enough to reduce the social cost of gambling amid the proliferation of betting and sponsorship advertisements in English football.

But Everton has now returned to that type of sponsor by signing up with Stake.com, which 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 seeking a more lucrative deal.

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

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

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

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

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

With immediate effect, the club has suspended sponsorship agreements with Russian companies USM, Megafon and Yota.

A club statement read: “Everton Football Club has confirmed a club record lead partner agreement with Stake.com.

“The multi-year partnership with the leading casino and sports betting platform kicks off on July 1 and is the most valuable deal in the club’s 144-year history.

“As Everton’s primary partner, the Stake.com brand will be featured on the men’s and women’s jerseys, as well as screens and media backdrops in Goodison Park and Finch Farm and on the Club’s digital platforms.”

Everton's commercial operation was affected by sanctions against Alisher Usmanov (right) for his ties to Russian President Vladimir Putin (left)

Everton’s commercial operation was affected by sanctions against Alisher Usmanov (right) for his ties to Russian President Vladimir Putin (left)

Professor Barrett-Baxendale said: ‘Stake.com is an ambitious organization with impressive growth plans and we are all very excited to partner with them at this stage in their journey.

“My talented colleagues in our new Revenue Team have made outstanding progress over the past few months and have worked tirelessly to secure the largest significant partnership deal in the Club’s history – I would like to congratulate them on this achievement and on behalf of everyone at the Club, I would like to thank Stake.com for choosing Everton as a long-term partner.

“Finally, I’m happy to say that we’ve already partnered with Stake.com on some exciting activities and content for our local and international supporters and we look forward to sharing more details about these plans soon.”

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