Australian crypto betting site Stake and English soccer club Everton FC have put pen to paper on a record-breaking multi-million dollar deal. Stake will become Everton’s main partner, meaning the Toffees (the club’s nickname) will wear the name of the Aussie bookmaker on their shirts.
Highest Value Front-of-Shirt Deal in Everton’s History
Even though the exact value of the deal is still unknown, it would probably be larger than the previous shirt-sponsorship deal the Toffees had with Cazoo, a UK car dealer linked to Uzbek billionaire Alisher Usmanov. That partnership earned Everton over A$35 million a year, so it is safe to assume that Stake’s sponsorship deal will be similar or better.
Everton themselves confirmed that the deal with the sports betting operator would be the “highest value front-of-shirt deal” in the club’s 144-year history. The partnership will start in July.
Everton had to cut ties with Cazoo and other companies linked to Usmanov because of the sanctions the UK government imposed on oligarchs with ties to Vladimir Putin after Russia invaded Ukraine.
Stake Has Handled Over A$143 Billion in Bets
Stake has entered into several high-profile partnerships and most recently signed pop star Drake as the brand’s global ambassador. The Canadian pop sensation even appeared in Stake’s live streams where he was playing live roulette to promote the crypto wagering site’s products.
Stake.com was founded in Australia in 2017 by two young entrepreneurs – American-Australian Bijan Tehrani and Sydney-born Ed Craven. The wagering provider has handled over A$143 billion in bets since it was launched. Some of those wagers were placed on Stake’s online casino platform while others were sports bets.
Stake is allowed to operate its online casino from Australia because it doesn’t accept Australian customers. Even though the company markets itself as a crypto betting site, cryptocurrency wagering is illegal in the UK. And the UK is a market Stake is trying hard to penetrate. So, the betting provider sticks to conventional forms of betting there.
The Perfect Fit
Before Stake became Everton’s shirt sponsor, it was the main partner of another top-flight soccer team, Watford FC. However, the club was relegated from the English Premier League last year. With the Everton sponsorship, though, Stake has managed to stay in the English top-tier.
Akhil Sarin, Stake’s head of acquisition, said that Everton and Stake complemented each other perfectly and that the partnership would enable Stake to expand its presence globally and strengthen its sponsorship portfolio.
He was particularly honoured that Stake was trusted with supporting the Everton family while the club was moving from Goodison Park to its new stadium.
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