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News
Chief in charge of £220m Everton naming rights deal issues direct update on Bramley Moore Dock sponsor
As Goodison Park exploded with ecstasy, Everton fans celebrating last night’s 98th-minute leveller may have wondered just how lucrative Bramley Moore Dock must be to justify leaving their spiritual home.
It’s not the kind of data Opta collect, but the decibel level in the moments following James Tarkowskiꦰ’s booming strike against Liverpool was surely amo🔜ng the highest in the Grand Olඣd Lady’s 132-year history.
Goodison Park took its title from George Goodison, a civil engineer in the late 1800s who redesigned the area’s sewage syst𝕴em, which helped end the chole♍ra epidemic in the city.
Everton’s new stadium at Bramley Moore Dock, by contrast, could be named after an airline, a tech giant or a mulღtinational financial services firm.
The first test event at the 52,888-seater venue is now just days away, with around 10,000 fans set to watch a friendly between the Toffees under-18s and their opposite numbers💯 from ▨Wigan Athletic.
At one point, it was forecasted that Everton would secure a naming rights deal ahead of the first event, but it nowꦏ appears that they w𒐪ill hold off officially announcing their brand partner for a while yet.
The sea😼rch has, of course, been he𝓡avily disrupted.
Most of Everton’s corporate resources have gone towards fighting the Premier League on the Profit and Sustainability Rules (PSR) front and finding the club a new owner.
Given that a naming rights deal will shape Everton’s commercial strategy well into the future, the Farhad Moshiri regime was always likely to require sign-off from Dan Friedkin.
But with the Californian billionaire now installed and David Moyes having inspired a run of 𝓰form that has put daylight between Everton and the bottom three, there is space to think freely about the deal.
The universal consensus ꦐin the world of football finance is that they shouldn’t be blinded by the size of the cheque and rush into a deal – for both commercial and community reasons.
And the latest news direct from the executives who 💛will ultimately decide the name of what the club are still calling the Everton Stadium gives the clearest indication yet of the direction they are going.
Elevate chief reveals Everton’s Bramley Moore Dock stadium naming rights strategy
Elevate Sports are one of the biggest sports agencies in the world, with backing from the likes of RedBird Capital, who are investors in Livꦡerpool owners FSG, and Leeds United owners 49ers Enterprises.
In 2021, Moshiri appointed 💖Elevate to🃏 coordinate the search for a naming rights partner for the new stadium at Bramley Moore Dock.
And while they are yet to reac😼h that milestone yet, Elevate have been integral in commercial agreements with seveᩚᩚᩚᩚᩚᩚᩚᩚᩚ𒀱ᩚᩚᩚral ‘founder partners’ for the ground.
They include Castore, who have broadened their kit deal with Everton, as w🐠ell as watch brand Christopher Ward and food s🥂ervices company Aramark.
Naming rights remain the big-ticket item, however, with Alan Nixon reporting that the Toffees and Elevate are 🐟looking for £220m from the dea♉l all-told.
Exactly how long the arrangement would have to last to reach that value is unclear, but most experts consulted by TBR Football think £🐻10-15m per year is realistic.
Now, in the latest update, El🏅evate’s chief partnerships officer has given an interview to industry publication Sport Business, wherein he revealed several new nuggets of informati༒on.
Martin reiterated that Everton are looking for a 10-year deal🎉, echoing comments made previously by the club’s chief commercial officer, Richard Kenyon.
He also stressed that brand alignment is key for Everton in their search for a partner. In layman’s terms, they don’t want a deal that does𒁏n’t fit with their wider commercial ✅strategy or their club values.
Martin also said that both Elevate and Eve🉐rton are positioning the stadium as a “community-driven asset” and this will be key to identifying the right partner.
That has led some to suggest that it will likely be a local partner, such🍬 as Peel Holdings, who own most of the Mersey waterfront, or AJ Bell, whose owner, Andy Bell, is an Everton fan.
Everton’s Stake deal: Could new front-of-shirt sponsor also pay for naming rights?
This week, Everton’s f🌸ront-of-shirt spons✨or, Stake, have learned that they will not have their UK license renewed, which will ultimately bar them from sponsorship the club.
There was a break clause in the contract at the end of 2024-25 anyway, and t⭕he Premier League is set to ban sponsors from Stake’s industry from 2025-26 in any case.
The i♋mminent front-of-shirt vacancy could therefore be rolled into wha🏅t Everton can offer a naming rights partner, as has been seen at Arsenal’s Emirates Stadium or Manchester City’s Etihad Stadium.
The Stake deal is believed 𒅌to be worth appr𝓀oximately £10m-a-year.
But the fact tha💮t Aston Villa and Newcastle United have deals worth £20-25m will give Everton hope that they can match their peers in this department, especially with the extr🐻a leverage Bramley Moore provides.