Ex-EFC CEO reveals 'big investment' behind new Everton commercial deal
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Wed 29 April 2026 13:30, UK Everton will have secured an increase in value from their new shirt sponsor deal, according to former chief executive Keith Wyness.Wyness, speaking exclusively to Football Insider, dropped his verdict after it was revealed that CMC Markets have agreed a deal worth around £30million with Everton.The Toffees were looking for a new shirt sponsor to replace gambling company Stake, which will move to becoming a sleeve sponsor.This is due to new gambling rules which are being enforced by the Premier League from the beginning of the 2026-27 season.Everton are looking to increase revenue and secure new deals at Hill Dickinson Stadium in order to close the gap on their Premier League rivals. 💰 Everton Finance Update 💰 Inside the transfer budget, player wages, new kits, stadium news, and boardroom developments at Hill Dickinson Stadium. VISIT THE EVERTON FINANCE HUB MORE FOOTBALL INSIDER STORIES Everton ‘stabilised’ after agreeing shirt sponsor dealEverton’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 – is pleased that the club have agreed a deal with a “credible” sponsor.Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness states that any increase from their previous deal with Stake would be “good news” for Everton.Revenue£196.7mCommercial Revenue£24.3mMatchday Income£20.3mLoss Before Tax£8.6mEverton’s 2024-25 financial accounts.He told Football Insider‘s Inside Track podcast: “We’re obviously pleased because with the betting companies going, it did mean there were a lot of clubs looking for sponsors and so to land a credible, decent sponsorship is good.
That’s a big investment coming from that company who obviously believes that Premier League football is the way to reach their market. In terms of valuations, I think there is going to be a slight increase over the Stake deal.
“Any increase would be very welcome right now because overall there’s going to be a drop in overall Premier League valuations. It’s good news for Everton that we’ve got that stabilised.”David Moyes set for talks with Everton hierarchy Another deal The Friedkin Group will be keen to get done, is to tie manager David Moyes down to a new contract.Moyes’ contract on Merseyside expires in 2027, and the 63-year-old has had a successful second spell at the club, which could end in European qualification this season.Sources have told Football Insider that Everton are planning talks with Moyes in the summer over agreeing a new deal.Moyes has been backed by The Friedkin Group in the transfer market, and will want assurances that will be the case again this summer in order to close the gap further to the Champions League places. 🔵 Everton FC Master Hub 🔵 The definitive digital directory for the Toffees.