Everton Football Club has confirmed CMC Markets as the club’s new main partner in a landmark multi-year agreement.
The FTSE 250 company is a global multi-asset financial services firm and will become Everton’s front-of-shirt partner from the 2026/27 season, with its branding appearing on the club’s senior men’s, women’s and under-21s kits.
Controversial Australia-based online gambling firm Stake.com will move to the sleeve of the shirt.
Stake has been Everton’s main partner for the past four seasons. However early last year the Australia-based online casino gave up its licence to operate in Great Britain as regulators reviewed its practices, including a post on X which featured its logo alongside Bonnie Blue.
In the video, the porn actor boasted of trying to have sex with “barely legal 18-year-olds” in their first year at Nottingham Trent University.
Reports suggest that Stake’s branding has also appeared on viral videos featuring violence and other graphic images.
The Guardian also reported a promotion in which the firm offered a $10 ‘free’ bet to anyone who wagered $5,000 in a week, which it says led to Everton telling the brand not to use club imagery in the promotion.
Further controversies include UK users bypassing controls to illegally gamble on the platform using cryptocurrency.
Its UK website was run under licence by an Isle of Man-based company called TGP Europe but has been shut down since March 2025.
New main partner CMC Markets will also feature across Everton’s matchday and digital channels, with branding at Hill Dickinson Stadium, Goodison Park and Finch Farm, as well as supporter-facing experiences throughout the duration of the agreement.
Alongside this, CMC Markets will work with the club to support community-focused financial literacy programmes, collaborating with Everton in the Community and The People’s Learning Trust to help provide education, resources and practical learning opportunities for people across the Liverpool City Region.
Andrew Middleton, Everton’s president of business operations, said: “We are delighted to welcome CMC Markets as Everton’s main partner – a brand that shares our ambitions, our values and our belief in what Everton is becoming.
“This is an important agreement for the club and one that will play a key role in our continued commercial growth. Partnerships of this scale help us strengthen revenues, build a more sustainable platform for success and support our ambitions on and off the pitch.
“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.
“We look forward to working closely with CMC Markets to bring this partnership to life in a way that is meaningful for our supporters, and to creating moments that reflect the ambition of both organisations.”
Lord Peter Cruddas, founder and CEO of CMC Markets, said: “Football is one of the few passions in life that inspires lifelong commitment because, like financial markets, you invest in your club long-term. Supporters are passionate about their clubs, and at CMC Markets, we are passionate about investing and trading.
“We see that same mindset among many of our clients. They are loyal and strive to achieve success through patience, resilience and confidence.
“Everton is a great club, with a proud history and deep connections to its community.
“We are proud to partner with a club that shares our core values, identity and passion. Wishing Everton every success for the coming seasons.”