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Three clues from Euro 2024 that Dan Friedkin could be set to strike £200m off-pitch deal for Everton
Events at Euro 2024 suggest that Everton’s potential new owner Dan Friedkin could be tempted by a blockbuster commercial deal worth up to £200 million.
Everton🌼 announced last week that US media mogul and AS Roma owner Dan Friedkin had entered a period of exclusivity to negotiate an Everton takeover deal with Farhad Moshiri.
Moshiri’s time༒ at the club has been characterised by fi🧸nancial uncertainty.
The club’s failure to comply with Profit a💯nd Sustainability Rules saw them docked a total of eight points last season, while concerns about cash flow have emerged during the protracted takeover saga.
Now, the club appear to be scrambling to meet the Premier League’🔯s three-year £105m aജllowable loss limit by the mini PSR deadline day on 30th June.
Onꦿe area the club are looking to give them more PSR headroom in the long term is commercial income.
And the ne🐲w stadium at Bramley Moore Dock, set to be opened in time for 2025-26, presents a number of commercial opportunities.
Everton could strike naming rights deal with Qatar Airways
Last year, the reported that the🌟 Toffees had held talks with state-backed airline Qatar Airways over a potentia🎉l naming rights deal for the 52,888-seater stadium.
Elsewhere, it has be🌸en suggested that a deal could be worth as much as £200m over 15-20 years.
There has been no update on talks with Qatar Airways since then, although an unnamed group from the Gulf state was conta💟cted in the weeks bef📖ore Friedkin secured takeover exclusivity.
However, Qatar Airways are showing no signs of de💮celerating their sports sponsorship campaign.
And developments at Euro 2024 suggest an Everton naming rights deal could be on the agenda.
Significantly, Friedkin already has a relationship with Qatar Airways, who were the principle sponsor of his Roma side when he took over the club in 2020.
Qatar will have Bramley Moore Dock presence in 2028
Not only are Qatar Airways the principle sponsor for Euro 2024 in Germany but, as the company last week, will remain the main sponsor of UEFA nationa𝔍l tournaments in 2030.
Clearly, the ꦏgroup are continuing to go all-in on sports – and for the long term.
The length of the deal means Qatar Airways will be the ꧃main sponsor at Euro 2028, set to be hosted by the UK and Ireland.
Significant🐟ly, that means their br✱anding will be prominent at Everton’s new stadium, which is due to stage matches at the tournament.
A naming rights deal w🐓ould mean their brand was amplified eve💙n further.
- READ MORE FOOTBALL FINANCE NEWS: Dan Friedkin set for £800m Everton takeover discount as transf൲er budget explained
Qatar following Emirates’ Premier League model
As reported by The in an analysis of their Euro 2024 strategy, experts believed that Qatar Airways are pursuing the sam🅘e sponsorship strategy employed by Emirates, sponsors of Arsenal and others.
Emirates became the naming rights partner of Arsenal’s home ground when it opened in 2006. That deal, which also encompasses fron❀t-of-shirt rights, is worth £50m per season.
If Qatar Airways wa🅰nt to follow their lead, they could get in on the ground floor at Everton 20 years on.
Everton could fill Qatar sponsorship void
Qatar are 🔥certainly not short on high-profile names in their sponsorship portfolio.
Paris Saint-Germain and Inter Milan are both among their partner🐭s, as 🍎are the Brooklyn Nets and Formula 1 outside of football.
Ho🥂wever, they hav♍e lost relationships with Roma and Barcelona in recent years.
And Euro 2024 hosts Bayern Munich also let their deal with the company expire last summer after protests from fans criticising the nati𓂃on’s human rights record.
That does mean there is space fo🐼r another blue-chip asset in the company’s sponsorship roster, and Everton would fit ꦬthe bill.