Everton are finally going into a summer transfer window with their finances in order.
The Friedkins have landed on Merseyside and were met with some serious financial issues to overcome following Farhad Moshiri’s tenure.
David Moyes kept his end of the bargain in keeping the Toffees in the top flight, which will provide the club with financial relief ahead of the 2025/26 campaign.
It is going to be a huge summer for Everton who are set for considerable changes on and off the pitch.
The Hill Dickinson Stadium is set to transform Everton’s finances for the better, with much greater revenue streams coming into the club.
Money needs to be spent to improve the squad, but the new owners will be looking to extract every possible penny.
Speaking to Everton News, TBR Football’s Finance Expert Adam Williams has shared an unexpected revenue stream that could really benefit the Blues.
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Photo by PAUL ELLIS/AFP via Getty Images
Everton are expecting a £70m financial boost from the new stadium, with increased capacity and facilities providing a new opportunity for the club.
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One unexpected source of revenue for clubs is through their social media channels.
Premier League clubs are some of the most followed sporting accounts across the world and they are an opportunity for a lucrative stream of revenue.
According to CIES Observatory, Everton are the 10th most followed Premier League club across all of their social media accounts.
Team Combined followers/subscriptions
Man United 233.6m
Man City 179.5m
Liverpool 166.7m
Chelsea 152.9m
Arsenal 114.1m
Tottenham Hotspur 108.1m
West Ham United 19.1m
Aston Villa 18.8m
Newcastle United 17.2m
Everton 14.5m
It is suggested the social media revenue plays its part in helping these football clubs to pay their bills.
With a new source of revenue, Everton will be keen to grow their global following and Williams has shared how the Toffees could capitalise on the new era of football content.
“We live in an attention economy and if a club can rope people into following its content on social media, that’s more attention and more leverage with sponsors,” said Williams.
“I’m no social media expert, but it’s about how people engage with your content too and the brand you are building. Again, that’s the type of selling point Everton can use in talks with sponsors.
“More broadly, your social media is your shop front in the age of globalisation within football. If you can market yourself well on there, I think that can have a real impact on how attractive you are to transfer targets.
“Obviously, you’re playing a long-term game there because you can’t change the culture and image of a club overnight, but I know that this is the sort of thing that clubs like Everton consider.”
Everton need to grow commercially to compete
The Hill Dickinson Stadium is going to open so many more doors for Everton to grow as a club financially speaking.
Everton’s owners want to exploit the American market as the club prepares for the Summer Series in the United States in the coming weeks.
By growing across the pond, Everton could begin their global development as the Friedkins will be aiming to bring in a host of new fans.
With Premier League clubs constantly facing the threat of PSR, Williams has shared his thoughts on Everton’s room for growth.
“Commercially, I’d say Everton have underperformed relative to their stature in recent years. In the last financial year, they generated £39m through sponsorship, events and retail,” he added.
“That’s mid-table in Premier League standards. They’ve actually gone backwards in recent years, though most of that is attributable to the enforced exit of Alisher Usmanov.
Everton have brought in an impressive stadium naming rights deal, but there are even more opportunities on offer for the new owners to grow the finances.
“Even so, I think they should be aiming significantly higher, with or without the new stadium. But the naming rights deal and other related commercial benefits with the stadium will see them targeting £80m in the next few seasons, I think. That’s roughly where Newcastle are at the moment.
“Admittedly, they have had the European football factor in recent seasons, but that’s a realistic target for Everton under The Friedkin Group.”