Sources: Everton lining up £150m Bramley-Moore deal
Everton will earn as much as £150million from a 10-year naming rights deal for their soon-to-be new home at Bramley-Moore Dock, industry sources have told Football Insider.
The Toffees have appointed United States-based agency Elevate Sports Ventures to conduct the search for possible sponsors for the 52,888-seater stadium due to open ahead of the 2024-25 campaign.
The club are believed to be exploring a number of options to engorge the value of a potential naming rights deal for the multi-purpose venue.
Increased in-stadium branding, a signage deal with Liverpool City Council, and promotional tie-ins with the chosen sponsor are all expected to be discussed ahead of the historic move away from Goodison Park.
But the Merseysiders are unlikely to include a front-of-shirt deal as part of any prospective naming rights package.
Everton’s deals with shirt sponsor Stake.com and kit manufacturer Hummel expire at the close of the 2023-24 campaign.
That means Everton will likely have an entirely new portfolio of top-tier sponsors on opening night at the new waterfront stadium.
Richard Busby – an industry insider and CEO of BDS Sponsorship, one of Europe’s leading commercialisation agencies – told Football Insider that Everton could squeeze as much as £15m per season for naming rights.
“They are looking at just below that £15-25m bracket as one of the clubs who are pretty likely to stay in the Premier League.
“You have to divide value against the status of the club to a degree.
“I don’t think, unless it’s a 20-year deal, they will incorporate a shirt sponsor into the arrangement as they would be putting all their eggs in one basket.
“The total amount they’d want for that kind of deal would be huge and there is only a limited number of sponsors who can afford it.
“Space for in-stadium branding is a big factor. That will always get you more money because of the global television coverage.
“If they could persuade the council to put signage on major roads, railways, and city maps, that would increase the value of the deal as well.”
Football Insider has also learned that, while there will be no retractable pitch at the new stadium à la Tottenham, Everton do still plan to host other sporting events such as high-profile boxing matches.
In other news, Everton open preliminary Alex Iwobi talks.