The Impact of Everton Football Club's Stake Sponsorship on its Branding and Financial Strategy

Sponsorship deals are of great importance to sports clubs. These deals attract multi-million-pound investments and also inject substantial funds into the club's financial coffers. This can make the club more competitive due to boosted activities like player transfers and contract renewals.

An example is Everton, a top-tier English football club based in north Liverpool. This Merseyside club generated more than £34.2 million in sponsorship revenue during the 2023-24 season. Of this total, Stake, a popular US-based online betting and gambling company, contributed the biggest single investment.

In this article, we'll take an in-dept look into the Everton-Stake sponsorship deal. We'll also discuss a few possible challenges facing this shirt sponsorship agreement.

The Steady Rise of Stake Gambling Brand

Before we dive into the effect of the Everton shirt sponsorship deal, let's understand the background of Stake Casino. This gambling site was founded in 2017 to provide casino and sports betting services to players around the globe. For instance, Stake allows gamers to play free blackjack games using virtual coins and practice a new blackjack strategy without the pressure to win. There's also a variety of other casino games to play, including popular sporting events.

Immediately after launching, this Bitcoin casino site rapidly enjoyed increased popularity worldwide. It started in its home country (the US) in 2020 after Stake.us inked a deal with Drake. This created a huge global brand identity for Stake. Crypto enthusiasts praise this casino for its forward-thinking approach, vast game selection, and commitment to fair casino play. It has a Curacao eGaming license for player protection and regulatory oversight.

So, whether you're looking to play blackjack games or slots, Stake.com is just a single click away. There are thousands of card games here with exciting blackjack side bets and bonus features. Stake.com is also a live casino with numerous card games. You can beat the dealer blackjack on casual and VIP tables. Moreover, it has a standalone sportsbook with dozens of sports, including all English Premier League matches.

Club-Record Deal with Stake.com

Everton has signed multiple sponsorship deals before. However, the one that stands out is the Stake.com partnership. In June 2022, Everton sealed a club record-breaking deal with Stake.com, although the details of this agreement remain scanty. Following this agreement, the provider of casino games appears in front of Everton's matchday shirts for both men's and women's teams. The casino's logo also appears at Goodison Park, as well as the club's digital platform.

Stake.com is popular throughout Great Britain, offering crypto gambling services. This is despite cryptocurrency betting not being permitted by the Gambling Commission. This crypto casino operates using a white-label permit held by TGP Europe. Besides Everton, Stake.com has sponsorship agreements with Watford FC and Sergio Aguero (former Man City striker). In North America, Stake partners with Drake, a famous Canadian rapper.

According to Everton, the Stake.com agreement is the biggest front-of-shirt partnership in the club's 144-year history. Besides shaping the club's financial status, this deal has significantly improved Everton's brand recognition. Stake.com has a wide following of over 5 million registered members. Everton hopes the agreement will help the football club tap into this vast fanbase and improve its global brand recognition.

While signing the agreement, Everton's CEO, Denise Barrett-Baxendale, said the club worked tirelessly to close this significant deal. She termed the agreement "long term" and thanked the new revenue team for their focus on boosting revenue generation across Everton's commercial assets. This shirt sponsorship deal generates around £12.55 million per year for Everton.

The Everton Effect on Stake Casino and Sportsbook

Competition is real in the online gambling and betting sectors. Major betting brands must devise new ways to secure new markets and increase their customer base. Stake.us did that in 2020 and enjoyed ballooning popularity in North America after inking an agreement with Drake. This partnership attracted extensive media coverage, propelling the betting brand into the spotlight as a leading crypto-gambling platform.

The same has been replicated in the UK for Stake.com. Everton is a multi-billion Premier League club with approximately 4.5 million fans, according to statistics by Stadium Maps. This is one of the highest followings in English top-flight football. By appearing on matchday shirts, Stake.com can tap into this vast fanbase to increase its own fanbase and revenues. It's vital to note that Everton's matches are watched globally, presenting Stake with increased market penetration.

Another way Stake can benefit from this multi-million shirt sponsorship deal is increased reliability. Gamblers want to play online blackjack game or any other casino game on a reputable and reliable platform. And what other evidence do they need than seeing the betting platform appear on their favourite team's matchday shirt? The Everton sponsorship deal automatically makes Stake.com one of the most reliable online casinos in the UK and across the EPL fanbase.

Below is a quick recap of how the Everton partnership can benefit Stake Casino:

• Increased visibility from Everton's massive global following.
• Stake.com can get higher reliability ratings in the online gambling sector.
• Exclusive promotions and giveaways at Stake Casino and Sportsbook.

Stake-Everton Deal Vs Responsible Gambling

The Stake sponsorship deal undoubtedly has many benefits for both ends of the table. However, this agreement and other similar deals could derail responsible gaming efforts in the UK. So, what are the government and all concerned parties doing to avoid such a scenario?

First, shirt sponsorship deals between sports teams and gambling firms are guided by strict policies. In August 2022, Everton instructed Stake.com to stop using the football brand in a particular promotion. The gambling site offered free bets to customers who wagered at least $5,000 in one week.

Responsible gambling campaign groups and football fans complained about this marketing scheme. They questioned the football club's apparent involvement in the bonus campaign and commitment to responsible gambling practices. This bonus was available to international customers only, meaning UK customers couldn't access it.

EPL Clubs to End Gambling Sponsorships

Meanwhile, the government is committed to ending partnerships between Premier League clubs and betting companies. Premier League clubs agreed in August 2023 to withdraw gambling sponsorships on their matchday shirts. Carolyn Harris, the Gambling-Related Harms All-Party Parliamentary Group, argued that EPL shirt sponsorships by betting companies "normalise" betting and gambling for children. She is a firm believer that gambling sponsorships on all sports should be illegal.

The Big Step campaign also weighed in on the issue. This campaign group has urged the UK government to criminalise gambling adverts and sponsorships in football activities. This campaign consists of former victims of gambling-related harms. It also includes those from families with people suffering from gambling addiction.

In July 2023, the Premier League asked its members to remove front-of-shirt betting sponsorships voluntarily. The 20-member body unanimously agreed that betting sponsorships on matchday events will end from the 2025-26 EPL season. This grace period allows clubs to scout for other shirt sponsorship partners that align with the latest requirements.

The removal of betting brands on matchday shirts can significantly impact clubs like Everton. They are one of the eight Premier League clubs that have betting firms as their main shirt sponsors. Others include Fulham, West Ham, Leeds, Brentford, Southampton, Newcastle, and Bournemouth. These deals generate around £60 million in club revenues.

For Everton, the decision to partner with Stake.com wasn't without any controversies. In 2020, the club's CEO said that the Toffees wouldn't partner with betting brands "in an ideal world."  Denise Barrett-Baxendale revealed this after terminating their previous shirt sponsorship agreement with SportPesa. However, with the then Coronavirus struggles, clubs needed to raise revenues by all means, including partnerships with gambling companies.

But there was some good news for clubs and betting companies. The 3-year grace period seems more than enough for Premier League clubs to source for other alternative sponsors. On the other hand, gambling brands like Stake.com will continue to sponsor EPL clubs, albeit with limited roles. Sponsorships on shirt sleeves and training apparel will continue as usual. This also includes commercial stadium deals like advert hoardings with betting companies.

Responsible Gaming Remains a Personal Responsibility

Like any other famous brand, Everton has a massive influence on millions worldwide. It's, therefore, logical for the Premier League to tighten the noose on betting brand partnerships. Removing Stake.com and other betting companies in front of matchday shirts will limit these brands' exposure to underage persons. However, as an adult, gambling responsibly is a personal responsibility whether you play blackjack online or offline.

Below is a quick list of some responsible gambling practices:

• Have a budget: It's essential to budget appropriately for your gambling activities. Avoid betting with money you cannot afford to lose or money necessary for other expenses.
• Learn the game rules: No serious gambler wants to play and lose. Therefore, learn the game rules and use a proper strategy. For instance, know the poker or blackjack rules before staking real money. These games can be tricky for beginners to play.
• Gamble for fun: We play blackjack and other casino games to win. However, the house always has an advantage in all wagers. So, only play for fun and lower any winning expectations. This also includes playing during your free time only.
• Use responsible gambling tools: Online casinos like Stake.com have responsible gambling features players should exploit. For example, gamers can set a loss limit, ensuring they don't lose more money than they can afford.
• Withdraw winnings: After winning a decent sum, head to the cashier and withdraw it immediately. This can prevent further losses if tempted to stake the win for a bigger payout.

Can Online Gamblers Trust Stake Casino?

The 'Everton Effect' has generated significant interest in this UK cryptocurrency casino. However, addressing the legitimacy question is vital, especially considering that the Gambling Commission doesn't approve this gaming site. Below are some of the features that can ascertain Stake.com's legitimacy in the UK:

1. Reputation and Transparency

Stake Casino comes with an excellent reputation, especially in the US, where it's legal in several states. Since its inception, this betting brand has strived to maintain the highest level of credibility. Stake also provides detailed information about its operations and services on the website.

2. Top-Notch Security Measures

Stake.com uses state-of-the-art security measures to ensure maximum protection for all its customers. Despite not being regulated in the UK, this gambling site has a valid license in Curacao. This website also uses encryption technology to prevent hacking incidences.

3. Provably Fair Gaming

Stake Casino's RNG systems are independently tested and audited. This practice ensures that the casino game systems provide provably fair outcomes when playing your favorite card game or slots. It's rare to find complaints about rigged results at Stake Casino.

4. Quality Game Library

Stake partners with some of the most reputable game developers in the online gambling sector. This casino provides games from companies like Pragmatic Play, Evolution, and Boombay Live. The overall game selection is also extensive to keep gamers entertained at all times.

5. Swift and Reliable Payments

The available banking methods and transaction times speak volumes about Stake Casino. This gambling site supports popular digital coins, including Bitcoin, Litecoin, Tether, and Ethereum. You can also find multiple fiat currency options like debit cards and e-wallets. And yes, most payout requests are processed in around 30 minutes.

6. Responsible Gambling Compliance

Last but not least, Stake.com is firmly committed to responsible gambling practices. It offers features like self-exclusion and deposit limits. In addition, Stake provides resources and tips for responsibly playing blackjack online and other casino games.

Conclusion

Everton boasts one of the most dedicated fan bases worldwide. This is partly due to its clever sponsorship approach. Besides generating revenues from the Stake.com deal, the club can exploit the casino's wide popularity to expand its global fanbase. Stake is known for actively engaging its fans on social media and other digital platforms. This could eventually increase Everton's popularity, especially in the UK and the US.

However, the regulatory landscape continues to evolve in the Premier League. Everton FC must pursue other innovative revenue streams that are in line with the regulations. They have proven they can do that quite well in the past. Therefore, the new sponsorship ban shouldn't make them less competitive on and off the pitch. They can adapt to the EPL's latest developments and build a prosperous and sustainable future without affecting their rich culture.

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