Everton agree new shirt sponsor deal ahead of release of new home kit

Everton have agreed a front-of-shirt deal with online trading firm CMC Markets

Everton have agreed a new front-of-shirt sponsorship deal with financial services firm CMC Markets.

The FTSE 250 company will replace Stake as the club’s main sponsor as Premier League clubs adhere to a voluntary ban on having gambling outlets on the front of their shirts from this season.

Stake were announced as having signed a deal to become the club’s sleeve sponsor on Tuesday.

Under their deal, CMC Markets’ branding will appear on the front of the men’s, women’s and Under-21s’ kits for the coming years. The new men’s home kit, the first to be released with CMC Markets on the front, will be unveiled at 9am on Thursday (July 2) morning.

CMC Markets will also have a presence across the club’s matchday and digital channels, including at Hill Dickinson Stadium and Goodison Park.

Details of the agreement have not been made public but the combined deals with CMC Markets and Stake are understood to represent an uplift on the agreements they are replacing, a significant achievement for Everton given the competitive battle for sponsorship that has arisen from Premier League clubs’ move away from gambling companies as their front-of-shirt partners.

Upon the announcement of the CMC Markets deal, 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.”

The deal will see CMC Markets work with Everton in the Community and the People’s Literacy Trust to support financial literacy programmes for people in the Liverpool City Region.

Lord Peter Cruddas, founder and chief executive officer 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.”

Lord Cruddas founded the online trading company in 1989, overseeing its rise to global prominence. The company employs around 750 staff and has a net operating income of £250m, according to its website. He set up the Peter Cruddas foundation in 2006, which aims to benefit disadvantaged young people.

The former co-treasurer to the Conservative Party, who was co-founder of the pro-Brexit campaign group Vote Leave, added: “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.”

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