Everton to terminate £10m deal? Keith Wyness reacts after new controversy
Everton and front-of-shirt sponsor Stake have been embroiled in a new controversy after an investigation into an advert featuring porn actress Bonnie Blue.
The Merseyside giants partnered with Stake in June 2022, with the deal believed to be worth in excess of £10million a year and running until 2026.
According to the BBC (12 February) the Australian online casino is giving up its license in Great Britain following the controversy.
As a result, the Gambling Commission has said it will write to Everton to warn the club of their responsibilities to ensure that the unlicensed gambling websites promoted on shirts cannot be accessed from Britain.
Everton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – has given his verdict on the Toffees breaking their contract with Stake after the controversy.
Stake controversy ‘difficult for PR and image’ at Everton, says Wyness
Speaking on the new edition of Football Insider’s Inside Track podcast, Wyness claimed Everton are likely to move on with Stake as a sponsor.
The Australian online casino is also title sponsor of the Sauber Formula 1 team.
Wyness insisted they will be happy to continue without a presence in the UK.
He told Football Insider‘s Insider Track podcast: “It’s certainly a difficult one.
“The issue around this reminds me of when Everton had Chang as the shirt sponsor.
“They thought the value for them was just as good in Asia as it was in the UK, and Stake are now saying the same thing.
| Sponsor | Industry | Timeframe |
| Stake.com | Gambling | 2022 – present |
| Cazoo | Car retailer | 2020 – 2022 |
| SportsPesa | Gambling | 2017 – 2020 |
| Chang | Alcohol | 2004 – 2017 |
| Kejian | Telecommunications | 2002 – 2004 |
“They’ll carry on with the sponsorship because they’re getting great value outside of the UK market.
“Obviously the UK market is very crowded for gambling, so they weren’t seeing the numbers.
“It’ll be difficult in terms of PR and image for Everton – but there is a contract in place.
“In some ways, it may raise a sniggering giggle from the fans – but I think we will move on with Stake as a sponsor.”
Everton to revive Cherki deal this summer
Meanwhile, Football Insider revealed on 16 February that Everton are expected to revisit interest in Rayan Cherki in the summer transfer window.
Fellow Lyon star Ernest Nuamah is another previous target that Everton will closely at in the off-season as the Dan Friedkin era gets underway.
The Toffees are set to cruise to safety this term after picking up 13 points in their last five Premier League games.
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