BREAKING: Everton Handed Potential Stadium Naming Rights BOOST as €300m Saudi Arabia DEAL Serves as a Blueprint for Negotiation

Everton Handed Potential Stadium Naming Rights ‘Boost’ as €300m Saudi Arabia Deal Agreed

Everton FC is on the cusp of a new era, with the highly-anticipated move to their state-of-the-art stadium at Bramley-Moore Dock. As the Toffees prepare to bid farewell to Goodison Park, they are exploring opportunities to drive commercial revenue, particularly through naming rights for their new home.

The 52,888-seater facility has been referred to as ‘Everton Stadium’ during its construction, but that will change when the club makes the move for the start of the 2025-26 season. Chief commercial officer Richard Kenyon confirmed in the match-day programme before the 2-1 win over Crystal Palace that multiple bids had been made for naming rights.

Kenyon emphasized the importance of finding the right long-term partner, stating, “We have continued to make good progress on stadium naming rights with offers presented to our board of directors in recent months. No one will appreciate more than our supporters the need for us to make sure the brand we choose is the right long-term fit for the club, with any deal likely to be at least 10 years.”

This strategic approach is crucial, considering the significance of naming rights in modern football. The deal will not only provide a substantial revenue boost but also shape the identity of Everton’s new stadium.

A recent deal in European football has set a precedent that could influence Everton’s negotiations. Atletico Madrid announced a nine-year partnership with Saudi Arabia-based Riyadh Air, worth a staggering €250-300 million (£210-250 million). This agreement equals €26-33 million (£21.8-£27.6 million) per season.

Atletico’s success in the Champions League and La Liga has contributed to their market value, making them an attractive partner for Riyadh Air. The airline also becomes Atletico’s main shirt sponsor, further solidifying their relationship.

While Everton may not have the same level of European success as Atletico, they boast a proud footballing heritage and compete in the world’s most-watched division, the Premier League. This global audience of 1.87 billion could attract high-profile partners.

Everton’s current board, as well as prospective owner Dan Friedkin, will be assessing naming rights deals across the globe to maximize revenue. The likes of Manchester City (Etihad Stadium), Arsenal (Emirates Stadium), Brighton (AMEX Stadium), and Leicester City (King Power Stadium) already have such agreements.

Atletico’s deal serves as a benchmark for Everton’s negotiations. The Toffees can leverage their Premier League presence, global audience, and storied history to secure a lucrative partnership.

Everton’s valuation of $744 million (£570 million) ranks them 25th globally, according to Forbes. While this is lower than Atletico’s $1.6 billion (£1.23 million) valuation, the Toffees can still command a significant fee for naming rights.

The club’s commercial team will be weighing various factors, including:

Achieving market value for the naming rights
Ensuring the partner is the “right long-term fit” for the club
The deal’s duration, likely to be at least 10 years

As Everton navigates this critical process, they must balance their desire for revenue with the need to preserve their rich history and tradition. The naming rights partner will become an integral part of the club’s identity, shaping the fan experience and global perception.

In the ever-evolving landscape of football finance, naming rights have become a vital revenue stream. Everton’s new stadium provides a unique opportunity to rebrand and reposition themselves as a major force in English football.

With the Atletico Madrid deal serving as a benchmark, Everton is well-positioned to secure a lucrative naming rights partnership. As the Toffees embark on this new chapter, their commercial acumen and strategic vision will be crucial in unlocking the full potential of their state-of-the-art stadium.

As the stadium’s completion draws near, Everton fans eagerly await the announcement of the naming rights partner. This deal will not only shape the identity of their new home but also provide a significant financial boost, propelling the club toward a brighter future.

The coming months will be pivotal in shaping Everton’s commercial destiny. With careful consideration and shrewd negotiation, the Toffees can secure a naming rights deal that reflects their rich heritage and ambitious vision.

As the football world watches with interest, Everton’s next move will have far-reaching implications for their future success. One thing is certain – the naming rights deal will play a critical role in defining the Toffees’ identity and trajectory in the years to come.