Dan Friedkin, Kieran Maguire, Everton, Premier League
(Credit: Imago/ Price of Football podcast)
Declan Carr
Fri 21 March 2025 7:10, UK
Everton are set for an exciting new era under the leadership of The Friedkin Group.
The new American owners have already started their backroom revolution ahead of the move to Bramley-Moore Dock, with Angus Kinnear set to join the club in the summer.
The search will now begin for a naming partner for the historic new stadium and a new front-of-shirt sponsor as the club tries to put the chaos of the Farhad Moshiri reign behind them.
Everton's new stadium at Bramley-Moore Dock
Everton’s new stadium at Bramley-Moore Dock (Credit: Imago)
Kieran Maguire shares thoughts on £200m Everton deal
Everton are looking to increase their commercial revenue and are looking for a potential £200million windfall from the deal.
Chief commercial officer Richard Kenyon has hinted that the Blues are expecting a 10-year deal at the very least, so the figures could hit that figure.
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However, finance expert Kieran Maguire has shared his concerns on the asking price and believes that the Toffees need to perform on the pitch before demanding that sort of money.
Speaking to TBR Football (20 March), he said: “You have to deliver on the pitch before you’re getting figures in the region of £20-25m.
“Now, the new stadium allows itself to set itself apart and perhaps reconfigure itself as a challenger club. To me, the challenger clubs are Aston Villa, Newcastle and, to a certain extent Nottingham Forest.
“Those clubs’ owners are willing to push the boat out and invest in the playing budget. If that is the case, you have to get the deals done in the right order – a sponsor isn’t going to pay you £20m if you finish 14th.”
Dan Friedkin is set to lead Everton into a new horizon.
Everton will not feel the full impact of new stadium yet
Regardless of how much the deal that the Blues eventually secure is worth, they will not benefit from the new stadium and the revenue that brings yet.
Infrastructure costs are exempt from Profit and Sustainability regulations but once the stadium is in use, they will count towards the figures.
Stats Goodison Park Bramley-Moore Dock
Capacity 39,414 52,888
Years open 132 <1
Construction cost £3,000 £750million
Comparison between Everton’s stadiums.
The league have voted to retain PSR in its current state for at least one more season, rather than moving to a new model that would not have taken those expenses into account.
That means that the figures will take two years of Goodison Park into account rather than the extra income from Bramley-Moore Dock, but eventually the Toffees will benefit.
The extended capacity, the extras within the stadium and the ability to host other sporting and non-sporting events will eventually increase the club’s coffers.
It is a very exciting time for the blue half of Merseyside and they will hope to see an impact on the pitch, as well as in the boardroom.
The Friedkins should bring stability back to the club – something that the Moshiri era was desperately lacking – and that will provide a basis for the Blues to compete.
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