Everton’s president of business operations Andrew Middleton has told fans he’s keen to keep football as affordable as possible at the Hill Dickinson Stadium.
Middleton has written to supporters via the official Everton website for the first time since he came to the club towards the end of last year, laying out the club’s commercial plans and intentions moving forward.
Middleton came aboard after having roles at organisations including Evelyn Partners, British Gas and easyJet, and will now seek to use his experience in a football setting for the first time.
Everton’s move to the Hill Dickinson Stadium will have a significant commercial impact for the football club, and it is Middleton’s job to maximise this new platform, which he calls ‘enormous’.
Earlier today, Middleton outlined Everton’s intentions from a commercial standpoint but encouragingly, mentioned that he wants to ensure that football remains affordable for fans.
A general view of the Hill Dickinson Stadium.
Photo by Robbie Jay Barratt – AMA/Getty Images
Writing in his letter to Everton fans, he said: “Football’s financial regulations, including the most recent changes, mean that revenue generation is more important than ever. Clubs must live within clearly defined parameters, and growth must be matched with discipline.
“We need to be assertive in delivering the financial firepower our football operation requires, while maintaining the cost management and sustainability that long-term success demands.
“At the same time, we recognise this must be balanced with ensuring the cost of football remains as affordable as possible for our supporters.
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An overview of the events taking place at Everton's Hill Dickinson Stadium.
Credit: Getty Images/Robbie Jay Barratt – AMA.
“That is precisely why we are determined to maximise the use of our stadium throughout the year – creating additional revenue streams that strengthen the club.”
Of course, Everton fans were recently told of one upcoming commercial opportunity, with the Hill Dickinson Stadium set to host Scotland vs Ivory Coast.
This will be the first-ever senior men’s international friendly, and could earn the club in the region of £1million.
Middleton wants to engage with Everton support groups
Middleton may not have previous experience of working in football, but his words on the Everton website make for encouraging reading.
Fans are always concerned these days about rising ticket prices, so Middleton’s desire to keep football affordable will be welcomed.
And it seems he is very keen to engage with fans, having recently sent out surveys, adding: “The response we have received so far has been extremely encouraging.
“We will be using the insights to help us understand what is working well and where we can continue to improve. We will, of course, also continue to engage with supporter groups whose perspectives and constructive challenge help shape our thinking.”
With so many changes having taken place already since The Friedkin Group came in and since the move to the new stadium, things like communication, transparency and accountability are going to be key and thankfully, Middleton’s comments do suggest he understands that.
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