At long last, Everton have been handed the keys to their new stadium at Bramley Moore Dock. It is no exaggeration to say it represents salvation from their recent financial issues.
With American entrepreneur turned Hollywood financier Dan Friedkin now in situ as the new owner, Everton have cleared a huge amount of debt under which they were previously straining.
Granted, the Toffees are facing another PSR hearing at some point later this season relating to their capitalisation of interest payments on loans taken out to pay for the new stadium.
Profit and Sustainability Rules explained. PSR used to be known as FFP, or financial fair play.
And yes, it is true Everton’s third PSR case could – in theory – see them slapped with another, or perhaps even multiple points deductions if the tribunal agree with the Premier League’s reading of the rules.
But once Everton are permanently in place in their new home on that banks of the Mersey with The Friedkin Group pulling the strings, they will eventually be able to shake off those shackles.
The new stadium is expected to generate £30-40m in extra revenue per season – and that is a conservative estimate.
While the capacity increase from Goodison Park is only modest in relative terms, the scope to charge higher ticket prices, stage events, and monetise the stadium commercially will be transformative.
Infographic sowing the matchday incomes plus stadium capacities and planned upgrades in the Premier League, featuring Newcastle United, Chelsea, Liverpool, Manchester City, Aston Villa, Leeds United, Tottenham, Arsenal and Everton
The commercial possibility that has captured fans’ imaginations most is, for obvious reasons, the possibility of a stadium naming rights deal.
Everton appointed Elevate Sports to search for a naming rights partner over two years ago and have fielded offers from several companies.
Speaking exclusively to TBR Football, Liverpool University football finance lecturer Kieran Maguire, who is well connected in the industry, gauged the value, profile, and term length of a potential sponsor.
Some of the game’s biggest naming rights deals are worth upwards of £20m per season.
For context, that is more than the entirety of Everton’s matchday income in the last reported financial year.
Getting the right partner is essential, however, as several Premier League clubs have realised in recent years after taking the biggest cheque only for the sponsor to be unable to fulfil their obligations.
An aerial view shows Everton football club's new stadium under construction at Bramley Moore Dock in Liverpool, north west England on November 4, 2...
Photo by PAUL ELLIS/AFP via Getty Images
Maguire meanwhile thinks an eight-figure deal is realistic for Everton, who will be aiming to become the Premier League’s biggest commercial earners outside the so-called Big Six at Bramley Moore Dock.
“This will have been one of the major issues the Everton board have been focusing on as well as the takeover,” the Price of Football author said.
“You have got to get everything aligned as closely as possible to the opening of the stadium next season.
“They will be looking to sign a long-term deal. That has been successful at the Emirates, the Amex, the Etihad and so on.
Infographic explaining the value of naming rights in football, for stadiums, training grounds and more
“Once you start to move to second and third sponsors, the value of the naming rights very quickly deteriorates.
“A blue-chip sponsor is appropriate for Everton given the prestige and history of the club.
“I think it’ll be a very attractive proposition. There is no reason they can’t be looking for a £10m-plus deal.”
With Everton’s chief finance officer Richard Kenyon having previously said that any deal would last at least 10 years, that means naming rights will likely be worth north of £100m over the contract length.
Who have Everton held Bramley Moore Dock naming rights talks with?
Lat year, the now former Everton owner Farhad Moshiri held talks with Qatar Airways, the flag carrier of the Gulf state, about a possible naming rights deal for Bramley Moore Dock.
This would be on-trend in the market. Etihad, Emirates, Riyadh Air all have high-profile naming rights deals in football.
Everton owner Farhad Moshiri applauds prior to the Premier League match between Everton FC and Liverpool FC at Goodison Park on March 03, 2019 in L...
Photo by Michael Regan/Getty Images
What’s more, Qatar Airways will be the principle sponsor of Euro 2028, where Everton will host group stage matches.
A Qatar Airways naming rights deal for the stadium would further amplify the company’s brand exposure during the tournament.
Elsewhere, Toyota – with whom Dan Friedkin has strong links – have been linked as a potential naming rights partner. Like airlines from the Gulf, they have a history of sponsoring sports stadia.
A photograph taken on May 13, 2024 shows an aerial view of the understruction new stadium for Everton football club, at Bramley Moore Dock, in Live...
Photo by PAUL ELLIS/AFP via Getty Images
Finally, Red Bull have been tentatively mooted as a potential partner.
Everton signed a sponsorship deal with the energy drinks giants earlier this year, although having ‘red’ in the title of Everton’s new stadium would surely be a step too far.
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