The keys to Everton’s new stadium at Bramley Moore Dock have finally been given to them. Saying that it is a reprieve from their current financial troubles is not hyperbole.
Everton has eliminated a significant amount of debt that they were previously struggling with, thanks to the arrival of American businessman turned Hollywood financier Dan Friedkin as the new owner.
It is true that the Toffees will have to attend another PSR hearing later this season to discuss their capitalization of interest payments on loans they took out to finance the new stadium.
Indeed, if the tribunal agrees with the Premier League’s interpretation of the regulations, Everton’s third PSR case may theoretically result in another deduction of points or possibly even several.
However, Everton will soon be free of such restraints once they are firmly established in their new home on the banks of the Mersey, with The Friedkin Group in charge.
Even with a reasonable estimate, the new stadium should bring in an additional £30–40 million annually.
Even if Goodison Park’s capacity increase is fairly slight in comparison, the opportunity to raise ticket prices, host events, and make money from the stadium’s sale will be revolutionary.
This infographic, which includes Newcastle United, Chelsea, Liverpool, Manchester City, Aston Villa, Leeds United, Tottenham, Arsenal, and Everton, shows the Premier League’s matchday earnings as well as stadium capacities and planned upgrades.
More than two years ago, Everton hired Elevate Sports to find a naming rights partner, and since then, other businesses have submitted offers.
In an exclusive interview with TBR Football, Kieran Maguire, a football finance expert at Liverpool University with extensive industry connections, assessed a potential sponsor’s worth, reputation, and duration.
Everton likely to announce £10m-a-year deal ahead of 2025-26, says football finance expert
The value of some of the largest naming rights agreements in the game can reach £20 million annually.
For comparison, that exceeds Everton’s total matchday revenue from the most recent fiscal year.
Selecting the correct partner is crucial, though, as a number of Premier League teams have discovered in recent years after accepting the largest payment only to have the sponsor fail to fulfill their responsibilities.
While Everton hopes to become the Premier League’s largest commercial earners outside of the so-called Big Six at Bramley Moore Dock, Maguire believes an eight-figure contract is feasible.
In addition to the takeover, this will have been one of the main concerns the Everton board has been concentrating on, according to the Price of Football author.
“You must align everything as closely as possible with the stadium’s opening for the upcoming season.
They intend to sign a long-term contract. At the Emirates, Amex, Etihad, and other places, that has proven beneficial.
The value of the naming rights rapidly declines when you begin to work with second and third sponsors.
“Considering Everton’s reputation and background, a major sponsor makes sense.
“I believe that will be a really alluring offer. They have every reason to be searching for a deal for at least £10 million.
Name rights will probably be worth more than £100 million throughout the course of the contract because Everton’s chief financial officer, Richard Kenyon, has stated in the past that any agreement would last at least ten years.
Who have Everton held Bramley Moore Dock naming rights talks with?
Farhad Moshiri, the now-former owner of Everton, discussed a potential naming rights agreement for Bramley Moore Dock with Qatar Airways, the Gulf state’s flag carrier, last year.
This would be in line with market trends. In football, Etihad, Emirates, and Riyadh Air all have well-known naming rights agreements.
Additionally, Everton will host group stage matches at Euro 2028, with Qatar Airways serving as the primary sponsor.
The stadium’s naming rights agreement with Qatar Airways would increase the company’s visibility throughout the competition.
Toyota, with whom Dan Friedkin has a close relationship, has also been mentioned as a possible partner for the naming rights. They have a history of supporting sporting stadiums, just like Gulf airlines.
Last but not least, Red Bull has been mentioned in passing as a possible partner.
Although Everton and the energy drink manufacturers struck a sponsorship agreement earlier this year, it would be excessive to use the word “red” in the name of Everton’s new stadium.
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