Everton to terminate sponsor deal? Stefan Borson drops verdict after controversy
Following the incident, the Australian online casino resigned its license in the United Kingdom, according to a report by the British Broadcasting Corporation on February 12.
The Gambling Commission stated that it would send a letter to Everton alerting the team to their obligations to make sure that the unlicensed gambling websites advertised on shirts are inaccessible from the United Kingdom.
In connection with their agreement with BC, the regulator is also writing to Nottingham Forest on their sponsorship of Kaiyun and Leicester City.game since neither website has a license in the nation.
With just a few months remaining in the season, financial analyst Stefan Borson exclusively told Football Insider that he doesn’t think Everton will sever connections with Stake over the matter.
The Merseyside giants partnered with Stake in June 2022, with the deal believed to be worth in excess of £10million a year.
Everton to be more careful in future shirt deal talks
Borson said that when Everton starts negotiating their next shirt agreement, they should be more selective regarding their partners.
“I believe we’ve already seen that nobody’s particularly bothered from a commercial perspective,” he told Football Insider.
There are several clubs that have sponsors who do not hold a UK license. Additionally, Nottingham Forest, a Chelsea commercial partner and front-of-shirt sponsor, does not hold a UK license.
“I believe that the Premier League teams likely view it as a chance to establish themselves as a worldwide brand. Although I dislike that word, it is how they interpret it in this situation.
“Therefore, it’s not really relevant whether it’s licensed in the UK. Not everything we advertise is available in every market.
“There may be some alcohol that might be advertised, but that’s not available in Saudi Arabia. They don’t have to be available in every possible market and this is an international media product.
“I’m not saying that’s right, I’m just saying that is probably how their commercial teams look at it and go ‘We are an international vehicle for brands. It’s not for us to say whether they’re licensed in any individual country. As long as they’ve passed money laundering tests and paid the actual fees, then we’re going to continue to run the advertising’.
“I suspect that’s what’s going to happen with Everton, certainly until the end of the season. Maybe on the next cycle, they will think more carefully about some of these sponsors.
“But I think it’s unlikely that people are going to start, for the last three or four months of the season, taking sponsors off shirts. I might be completely wrong and they may drop them, but I think it’s unlikely.”
Everton have landed financial blow after £183m reveal
Everton chiefs have been making efforts to increase their commercial revenue as they look to catch up on their Premier League rivals.
The Merseysiders are yet to release their official accounts for 2023-24, but their commercial revenue stood at £39million for 2022-23.
Deloitte’s 2025 Money League shows the club’s entire turnover grew from £172million in 2022-23 to £183million last season.
Borson recently told Football Insider Everton will be disappointed with their 2023-24 revenue as they would have been expecting a greater return.
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