Everton agree £15m-a-year shirt sponsorship as CMC Markets deal analysed
Everton’s new front-of-shirt sponsorship deal with CMC Markets will be worth £15million a year at the Hill Dickinson Stadium.
That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider it’s important the Toffees have agreed the deal now because it gives them time to get everything in place for next season.
Sky News reported on 28 April CMC Markets has struck a near-£30m to feature as Everton’s primary shirt sponsor.
It said the London-listed financial services group is also close to signing an agreement with fellow Premier League side Fulham.
Everton are currently sponsored by Stake, but a Premier League ban on front-of-shirt gambling sponsors is set to come into effect at the start of next season.
How Everton's deal with CMC Markets breaks down
Football Insider previously revealed Everton were looking to agree a £15m deal with a new partner for their front of shirt.
David Moyes’s side have moved early to avoid being caught in a battle with several other top-flight clubs looking for a new sponsor ahead of next season.
| Financial Metrics | 2024 | 2025 |
| Turnover | £187m | £197m |
| Wage Bill | £157m | £152m |
| Wage To Turnover | 81% | 74% |
| Total Losses | £53m | £9m |
Speaking exclusively to Football Insider, Borson discussed Everton’s deal with CMC Markets.
“The £30m is the gross across the contract length,” said Borson.
“The big question is whether it's a two-year or three-year deal, and we'll find out in due course. I've had various people replying to my question about that. The consensus seems to be that it's two.
“I don't know whether they're connected in any way or have that information, but it seems to be a two-year deal. If it is, £15m feels broadly about right. It’s a bit of an uplift versus the historic to recognise the progress the club's making.
“I believe the brand will work well. There is a question mark over whether financial spread betting is any better than sports spread betting, in fairness. CMC Markets is a very well-regulated financial services company. It's a good fit, and it sounds like a good deal.”
Why Everton have agreed shirt sponsor deal at 'important' time
Borson insisted Everton have agreed the deal at the right time to avoid kit manufacturing complications further down the line.
“It's important that it's signed now, such that everything can be printed and all of the inventory that they purchase can be in place for next season,” said Borson.
“This is the key thing that you're going to see around the league. There are a few clubs that have not signed a front-of-shirt sponsor for next season. Bournemouth have got Vitality on the front of shirt for next season and Brentford have got Indeed, so those are two betting providers that are switched.
“Everton have switched, but what's going to be interesting is the rest of the clubs that are currently with betting providers that have not yet announced who next year's sponsor is, and of course, Chelsea if they haven't announced it by now, the chances are that in the Far East where they're printing the replica shirts, it's not going to be on the replica shirts.
“If it's not on the replica shirts, that is an indication that they're not going to get the full value of that sponsorship.”