Everton naming rights: Top source shares update after Inter Miami ‘agreement’
Everton’s former chief Keith Wyness has insisted JPMorgan & Chase’s relationship with the club is unlikely to translate into a naming rights deal.
Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – claimed he expects an airline or established brand like Toyota to find the budget to take the rights.
JPMorgan have a number of new links with Everton following The Friedkin Group’s takeover, with the multinational firm helping restructure £660million of debt on Merseyside in the wake of the deal.
Meanwhile – Everton’s new chief financial officer, Ana Dunkel, previously held a senior position with JP Morgan.
The New York-based giant recently agreed a deal to rename Inter Miami’s ground the ‘Chase Stadium’ as part of their history of involvement in sport.
Wyness has previously told Football Insider (3 January) that any Everton naming rights deal should be worth at least £150million over 10 years.
Everton unlikely to get JPMorgan sponsor deal, says Wyness
He told Football Insider‘s Insider Track podcast: “I don’t think the money they will make off this loan with Friedkin will compare with what it will take for a naming rights deal.
“But what is interesting is that they’ve taken the naming rights on the Inter Miami stadium.
“They’ve got a new sports investment unit going and they are very active, deciding that some sort of public profile is needed.
“I personally don’t think they’ll get up to the levels Everton will be looking for.
“I still think airlines and a brand like Toyota will be able to bring the budget and monetise the benefits from a naming rights deal better.
“JPMorgan is name recognition, so it will be hard to monetise that. They’re based in London, too, so getting clients up to the stadium will be tougher.
“It’s a connection but I don’t see it translating to a naming rights deal.”
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