Everton have finally confirmed their sponsorship lineup for the 2026/27 campaign.
On Wednesday morning, Everton shared the news of their agreements with CMC Markets – as their front-of-shirt sponsor – and Stake – as their sleeve sponsor.
The Toffees have been waiting for their current deal with Stake as their shirt sponsor to end before making the announcement.
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The Friedkin Group have secured some lucrative sponsorship deals for Everton since their takeover on Merseyside back in 2024.
This latest announcement from the club again highlights the positive direction the Friedkins are progressing Everton financially.
How much Everton’s CMC Markets and Stake deals are really worth
On the back of Everton’s official announcement on Wednesday morning, Paul Joyce claimed the deals with CMC Markets and Stake will be worth a combined £25m per year.
Everton News understands that Everton’s deal with CMC Markets is worth in the region of £10m per year.
Retaining Stake as a sleeve and training wear sponsor has proven a real coup for Everton as they navigate the new sponsorship deals.
The Premier League have called an end to gambling firms sponsoring the front of the shirts, but there has been no ruling on the sleeve sponsorships just yet.
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As numerous other clubs narrow in on their new sponsorship deals, Everton News has taken a look into the finer details of the deal with CMC Markets and Stake.
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Following the gambling sponsorship ban, there are still a number of clubs who are in search of a new main sponsor.
Everton will reveal their home kit on Thursday, 2 July, with the CMC Markets branding set to take pride of place on the 2026/27 kit.
However, take Sunderland for example: they released their away kit last week and are still in search of a sponsorship deal.
Looking into the figures behind the deals, Everton News’ finance expert Adam Williams has told supporters on Merseyside they should be pleased with the financial return.
“Everton will be very happy with the £25m they have got all-in from their shirt sponsors.” Williams said.
“It would be interesting to see the breakdown in the numbers between the front-of-shirt deal and the shirt sleeve. The mood music when they signed with CMC Markets was that the deal was worth £15m per year, which would imply that the shirt sleeve deal with Stake would be worth £10m. These are rough figures and they are usually less static than they are framed in the headlines – there will be escalator clauses linked to inflation, performance-related bonuses and so on, so the figures we see are often an oversimplification.
“But if that £10m figure is even vaguely in the right ball park, it’s a seriously impressive number for a sleeve deal. You can attribute that two things. Firstly, Everton are a different commercial prospect since moving to the Hill Dickinson Stadium and getting stable ownership. And two, the front-of-shirt gambling ban is having an interesting effect on the value of sleeve deals, because the value is migrating to that category.“
Newcastle have landed a big sponsorship deal with Knox Hydration, but Williams has shed some light on why their deal outweighs Everton’s with CMC Markets.
“£25m in total puts them into the same bracket as Newcastle and Aston Villa, albeit at the lower end of that peer group. Newcastle’s new shirt deal with Knox, for example, will be worth £31m per season from 2027-28 onwards, and that’s for front-of-shirt and training ground naming rights,” Williams added.
“On top of that, their sleeve deal is worth somewhere around £7m, so there is a discrepancy there compared to Everton. But keep in mind, those two have been semi regulars in the Champions League, which clearly inflates sponsorship values.
“As we’ve spoken about before, I think Everton’s target leading up to 2027-28 will be to get close to £100m in commercial income. Commercial income is basically a proxy for brand strength, and there aren’t many brands bigger than Everton outside the Big Six, especially with the amplifying effect of the stadium.
“Under the new SCR rules, that gives them much more flexibility to spend, if The Friedkin Group choose to use it.“
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