Kieran Maguire: Everton could agree new club-record deal after news from Premier League HQ
The value of sleeve sponsorship could soon surpass front-of-shirt for Everton – and that would represent a new commercial record for the club.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the impact of the imminent ban on front-of-shirt gambling sponsorship in the Premier League.
Per The Times reported on Tuesday (19 July), top-flight clubs have agreed to a voluntary embargo on giving bookmakers and casinos pride of place on their strips.
But the new rules, which will be introduced after a three-year adjustment period, do not include sleeve sponsorship.
Everton announced what they described as a “club-record” deal with cryptocurrency-based gambling firm Stake.com last month (9 June).
The package is worth a reported £10million-a-year.
Maguire suggests that the Toffees could earn even more than from a future sleeve deal with a gambling company after the front-of-shirt ban comes into action.
“There is no doubt from commercial directors that, while it is not the only show in town, it is the show with the biggest chequebook,” he told Football Insider’s Adam Williams.
“As far as the gambling sponsors are concerned, they just want some form of exposure. What we could see is sleeve sponsors being more valuable than front-of-shirt deals.
“If the front-of-shirt deal goes and the sleeve deal stays, it is tokenism at best.“
Everton have not yet announced their sleeve sponsor for the 2022-23 campaign.
The Liverpool ECHO reported earlier this month (16 July) that they are close to announcing a deal with an unnamed US firm.
In other news, pundit tells Everton to complete “huge” Ross Barkley signing as proposal made.