Sport nationEverton FC’s Quest for a Stadium Naming Rights Partner: A £10-15m Per Year Deal on the Horizon?
As Everton FC prepares to move into its new 52,888-seater stadium at Bramley Moore Dock, the club is actively seeking a naming rights partner to help maximize the commercial value of the venue. According to industry insiders, a deal worth £10-15m per year is a realistic target, although the exact structure of the agreement will be more complex than a simple annual fee.
The club has been exploring potential partnerships since 2021, with Elevate Sports, a leading sports marketing agency, leading the search. Richard Kenyon, Everton’s commercial director, has confirmed that the club has received multiple offers and is seeking a 10-year deal.
One potential candidate that has emerged is AJ Bell, a UK-based financial investment platform with a market capitalization of nearly £2bn. Founded by lifelong Evertonian Andy Bell, AJ Bell has already demonstrated its commitment to sports sponsorship through its partnerships with Sale Sharks and the Great North Run series.
While a naming rights deal with AJ Bell is reportedly being explored, it is understood that the club is also considering partnerships with multinational brands. Toyota, Qatar Airways, and DHL are among the companies that have been linked to the club, although no official announcements have been made.
Craig Martin, Elevate’s chief partnerships officer, has emphasized the importance of finding a partner that aligns with the club’s values and commercial strategy. “We’re looking for a partner that shares our vision for the stadium and can help us create a truly unique and engaging experience for our fans,” Martin said.
The club’s new stadium is expected to generate significant revenue through matchday income, sponsorships, and hospitality sales. According to Kieran Maguire, a football finance expert, Everton should aim to double its matchday income at the new stadium, which could potentially reach £36m per year.
As Everton FC continues its search for a naming rights partner, the club is poised to capitalize on the significant commercial opportunities presented by its new stadium. With a potential deal worth £10-15m per year on the horizon, the club is well-positioned to secure a partnership that will help drive growth and success both on and off the pitch.
Sport nation
Amina Umar