© Tony McArdle/Everton FC via Getty Images A general view of a corner flag of Goodison Park
Everton does not benefit from the gambling losses of supporters, the ECHO understands.
Documents emerged this week that showcased how clubs in the English Football League (EFL) had been entitled to a “share of losses” from fans as part of a deal with SkyBet. The partnership, revealed by the Guardian, has since come to an end, though some clubs are still receiving funds.
Premier League clubs were not part of the scheme, though its details raised questions about other deals between gambling firms and football sides. It is understood Everton, which is sponsored by betting platform Stake and also has a commercial deal with i8.BET, does not benefit from the gambling losses of supporters through those arrangements or any others.
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The deal between the EFL and SkyBet meant clubs could take a cut of the money lost by supporters. The document that laid out the scheme stated clubs were entitled to a “share of losses […] from accounts registered in your club name to Sky Bet through our affiliate partnership”.
The EFL told the Guardian the arrangement lasted six years but ended at the start of the 2019-20 season. Some clubs were still receiving funds and could continue to do so until the end of the 2023‑24 season.
Everton does have its own, separate deals with gambling firms including Stake. The organisation, which describes itself as the “world’s biggest cryptocurrency sportsbook and casino”, entered a club-record multi-million pound shirt sponsorship deal with the Blues in the summer. The deal sparked a campaign that has led to more than 30,000 people signing a petition calling for a U-turn over concerns about gambling advertising in football.
When it was revealed, chief executive Denise Barrett-Baxendale said: “Stake.com is an ambitious organisation with impressive growth plans and we’re all very excited to enter into a partnership with them at this stage in their journey. My talented colleagues in our new revenue team have made excellent progress in recent months and worked tirelessly to secure what is the biggest main partnership deal in the club’s history.” The “multi-year” deal with Stake came six months after Everton signed a deal for i8.BET to become the club’s “exclusive official betting partner in Asia”.
The ECHO understands Everton has no direct or indirect partnership, whether through those deals or others, whereby it benefits from the gambling losses of club supporters.
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