By Kieran Maguire

6th Aug, 2022 | 2:00pm

Kieran Maguire: Rival fans 'laughing' at Everton after unprecedented announcement

Rival fans may be “laughing” at Everton after their latest commercial announcement – but other clubs will keenly monitor its progress.

That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Toffees’ new deal with Fancurve.

The club announced on Monday (1 August) that they have partnered with the digital sports fashion platform to create a range of digitally wearable shirts.

Everton described the partnership, which is the first of its kind in the Premier League, as “ground-breaking.”

The Merseysiders are in a financial rut after losses of £370million over the last three years, and their situation was worsened by the forced withdrawal of kremlin-linked Alisher Usmanov’s sponsorship deals.

Maguire claims that, while the Fancurve partnership may not appeal to bedrock Everton fans, their peers will watch on to see if they can successfully appeal to a younger, more global audience.

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“A lot will depend on the price,” he told Football Insider’s Adam Williams.

“I work in Liverpool and my friends fell about laughing when I asked them if they would wear one of these in the metaverse. At a time of econmic crisis, it is going to be challenging to get local fans to buy into this.

“But I think Everton are probably looking at a younger demographic and a more global audience. They won’t necessarily want to buy a physical shirt.

“It’s close to zero cost as far as the club is concerned. While I think there will be huge guffaws and sniggers from rival fans, I can ensure you that other clubs in the Premier League will be monitoring this to see if it is successful.”

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