It has only taken a matter of weeks for Everton’s new sponsorship to be overshadowed by what other Premier League clubs have been able to achieve.
This summer has provided a big challenge for clubs across the Premier League to find a new front-of-shirt sponsor following the ban on gambling companies.
Everton were one of those sides, as their agreement with Stake came to an end ahead of the 2026/27 campaign.
How are we being punished again by the Premier League? 😡
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Having agreed a deal with CMC Markets for pride of place on their kits, Everton’s new deal has been put to shame by what Newcastle United have secured.
Everton secured £30m sponsorship agreement with CMC Markets
There is an understanding that Everton agreed a £30m deal with CMC Markets for the London-based firm to become the new shirt sponsor.
Questions may be asked over just how much Everton’s deal is actually worth, though.
It has since been revealed by The Athletic that Newcastle have secured their own new sponsorship deal with a company called Knox Hydration.
The report claims Newcastle’s deal is worth £60m over the three year agreement; effectively double what Everton have secured.
How would you rate The Friedkin Group’s first year at Everton? 👏
Now, it must be considered that Everton will not be able to demand the significant demands of clubs like Manchester United and Arsenal when it comes to their sponsorship deals.
Even the likes of Tottenham Hotspur are able to throw their weight around given their impressive infrastructure.
However, Everton should not be earning roughly half of what Newcastle United are bringing in through their shirt sponsorship.
The Friedkin Group have put Everton in a position where they are finally competing for big brand deals, with the likes of Pepsi already buying into the vision on Merseyside.
Through brand deals and utilising the new stadium, Everton are improving their revenue streams.
Everton is finally becoming a club that competing commercially through the opening of their state-of-the-art stadium.
The Hill Dickinson Stadium is hosting the Magic Weekend this summer after beating Newcastle to the honour for 2026.
Missing out on European football ahead of next season certainly did not benefit Everton in their negotiations over their sponsorship deal.
However, the Everton boasted strong shirt sale figures during the 2025/26 campaign, which will have been a big plus for any interested party.
This is finally a club that is commercially attractive, yet it appears as if the Toffees have left a lot of potential revenue on the table through their shirt sponsor deal.
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