Everton face naming rights blow after ‘early deal agreed’ – Keith Wyness
Everton have confirmed their new Bramley-Moore Dock stadium will be known as the Hill Dickinson Stadium for sponsorship reasons.
The Toffees have signed a naming rights agreement with the Liverpool-founded law firm, who now have 11 offices across the UK, Europe and Asia.
According to The Telegraph (16 May), the naming rights deal is worth around £10million a year – with Everton insisting the “transformational partnership represents one of the largest stadium naming rights deals in Europe”.
Qatar Airways and Toyota were two worldwide brands linked with potential mega-money moves to sponsor the state-of-the-art new 53,000-seat stadium.
Everton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – has insisted he is “underwhelmed” by the Hill Dickinson deal and hinted at a new blow coming the club’s way.
Wyness expected ‘glamorous’ naming rights partner at Everton
Speaking on the new edition of Football Insider’s Inside Track podcast, Wyness insisted it will be hard for Everton to secure an increased fee for naming rights in the future.
David Moyes‘ side have said farewell to Goodison Park and will play their first competitive fixture at the Hill Dickinson Stadium in August.
Wyness insisted he expected The Friedkin Group to bring in a more “glamorous” sponsor.
| Stadium (Club) | Company |
| Emirates Stadium (Arsenal) | Airline |
| Etihad Stadium (Man City) | Airline |
| Vitality Stadium (Bournemouth) | Health |
| American Express Community Stadium (Brighton) | Payments |
| Gtech Community Stadium (Brentford) | Technology |
| Hill Dickinson Stadium (Everton) | Law |
He told Football Insider‘s Inside Track podcast: “I get the positive side of Everton going for a local company.
“But there would have been glamour with some other international names, and I did expect the Friedkins to bring in that glamour.
“The other point is that once you’ve set the level for naming rights, it’s very hard to get a much bigger fee next time.
“I have some questions about this deal. At least it’s done early, and there’s money coming in.
“It underwhelmed me, but we are where we are.
“Part of the Friedkins’ appeal as owners would have been their ability to bring in the international names.
“Hopefully there’s more to it and there’s some bigger thoughts as to how the sponsorship is activated across the region.”
Calvert-Lewin to hold out before making Everton decision
Meanwhile, Football Insider revealed on Thursday (22 May) that Dominic Calvert-Lewin is expected to take his time over a final decision on remaining at Everton.
Calvert-Lewin’s current deal is set to expire on 30 June, allowing him to move elsewhere on a free transfer.
It is believed the 28-year-old has not made a final decision on a potential move – and will evaluate all options before doing so.
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