Sport nationEverton’s £100m Naming Rights Deal: When Dan Friedkin Could Announce Partnership
Everton FC has finally received the keys to their new stadium at Bramley Moore Dock, marking a significant milestone in the club’s history. The new stadium is expected to generate £30-40m in extra revenue per season, a conservative estimate that will help the Toffees shake off their financial struggles.
With American entrepreneur Dan Friedkin at the helm, Everton has cleared a substantial amount of debt. However, the club still faces a Premier League Profit and Sustainability Rules (PSR) hearing, which could result in another points deduction.
Despite this, the future looks bright for Everton, with the new stadium offering immense commercial possibilities. One of the most exciting prospects is a stadium naming rights deal, which could be worth upwards of £100m over the contract length.
Everton appointed Elevate Sports to search for a naming rights partner over two years ago and have fielded offers from several companies. Football finance expert Kieran Maguire believes an eight-figure deal is realistic for Everton, who will be aiming to become the Premier League’s biggest commercial earners outside the Big Six.
“A blue-chip sponsor is appropriate for Everton given the prestige and history of the club,” Maguire said. “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 stated that any deal would last at least 10 years, the naming rights partnership could be worth north of £100m.
Potential Naming Rights Partners
Several companies have been linked to the naming rights deal, including Qatar Airways, Toyota, and Red Bull. Qatar Airways, the flag carrier of the Gulf state, held talks with former Everton owner Farhad Moshiri last year.
A Qatar Airways naming rights deal would be on-trend in the market, with Etihad, Emirates, and Riyadh Air all having high-profile naming rights deals in football. Additionally, Qatar Airways will be the principal sponsor of Euro 2028, where Everton will host group stage matches.
Toyota, with whom Dan Friedkin has strong links, has also been linked as a potential naming rights partner. The company has a history of sponsoring sports stadia.
Red Bull has been tentatively mooted as a potential partner, although having ‘red’ in the title of Everton’s new stadium might be a step too far.
Timeline for Announcement
While there is no official timeline for the announcement, it is likely that Everton will reveal their naming rights partner ahead of the 2025-26 season. With the new stadium set to open next season, the club will want to ensure that everything is in place for a successful launch.
Conclusion
Everton’s new stadium at Bramley Moore Dock represents a significant milestone in the club’s history. With the potential for a £100m naming rights deal, the Toffees are poised to become one of the Premier League’s biggest commercial earners outside the Big Six.
While there are still challenges ahead, including the PSR hearing, the future looks bright for Everton. With Dan Friedkin at the helm and a new stadium on the horizon, the club is well-positioned for success both on and off the pitch.
Sport nation
