Everton labelled ‘tone deaf’ after multi-year gambling sponsorship deal
Everton announced on Thursday 9 June that they have signed a multi-year deal with gambling firm Stake.com to have their logo on the club’s shirts.
The Toffees have been searching for a new front of shirt sponsor ever since their real with car selling company Cazoo expired at the end of the 2021-22 season.
Their search has ended with Stake.com winning the race but Everton have been heavily criticised by The Big Step campaigner James Grimes.
“Gambling sponsorship is unpopular, unhealthy and strongly rumoured to be on its way out of football,” Grimes said, as quoted by the BBC. “So for Everton to announce this partnership now is massively tone-deaf.”
“It’s saddening that the self-titled ‘people’s club’ is putting profits before its own supporters – especially young fans, who face a season being unable to wear the same shirt as their heroes while encouraged to use addictive online casinos.”
Backwards step
This is not just a problem at Goodison Park nor even the Premier League with clubs up and down the country suffering from gambling sponsorship in one way or another.
It might seem odd to use the word suffering considering the amount of money these companies are able to pay for sponsorship and it will be keeping some clubs afloat further down the pyramid, especially in the EFL which is sponsored by SkyBet.
But we cannot allow these firms to take over from the good, honest companies who are working their hardest to gain the same kind of profits while being much more ethically viable.
Many people suffer from gambling addictions and football is doing nothing to help with that, whether it’s the logos on the front of shirts or the plethora of adverts on the TV, it is too much.
Everton should listen to the backlash they are suffering right now and realise the mistake they have made and even if they can’t cancel this deal immediately, don’t sign a renewal and find a better alternative when this contract expires.
In other Everton news, Frank Lampard could be without one of his Evertonians for at least half of the 2022-23 season as his injury struggles continue.
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