Everton top source shares verdict on stadium naming rights bidding war
Everton welcomed 10,000 fans to the South Stand in their Bramley-Moore Dock stadium for the first time on Monday (17 February) as the club’s Under-18 side lost 2-1 against Wigan’s youngsters.
The match was one of three scheduled before Everton Stadium opens fully for the 2025-26 campaign, but the Toffees are yet to secure a naming rights deal for their state-of-the-art new home.
Football Insider has previously been told that any deal should be worth around £150million to Everton over 10 years.
The Toffees have recieved offers to sponsor the stadium, which cost £800million to build despite construction being projected to cost around £500million.
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 suggested a “key element” in the bidding war for the naming rights.
Everton naming rights likely to ‘go to the highest bidder’
Speaking on the new edition of Football Insider’s Inside Track podcast, Wyness insisted the “size of the cheque” will make the biggest difference – despite talk of the partner needing to be “brand-aligned” with Everton.
The extra revenue will be valuable for the Merseysiders as they aim to reach new heights under the ownership of The Friedkin Group (TFG).
| Club | Stadium |
| Man City | Etihad Stadium (airline) |
| Arsenal | Emirates Stadium (airline) |
| Coventry | Coventry Building Society Arena (building society) |
| Leicester | King Power Stadium (travel retail) |
| Brighton | American Express Community Stadium (financial services) |
| Stoke | bet365 Stadium (gambling) |
Wyness told Football Insider‘s Insider Track podcast: “Brand alignment is certainly one of those management-speak buzzwords you hear.
“But when it comes to it, I think money will be the key element in the stadium naming rights deal.
“It will probably go to the highest bidder.
“Look, you wouldn’t expect an airline to be key or brand-aligned, because Liverpool Airport isn’t good for long-haul.
“But I’ve got a feeling it could be an airline.
“As long as it’s a sensible company, it’s fine. Crypto may be a step too far at this stage, but a mainstream successful business would be brand-aligned.
“We’re looking for an authentic, traditional business. That would be on-brand.
“The size of the cheque, in the end, will make the biggest difference.”
Weir closing in on Everton return
Football Insider revealed on Thursday (20 February) that Everton are in advanced talks to appoint Brighton’s David Weir as their new sporting director.
David Moyes is pushing hard for the return to Goodison Park of his former captain.
The Toffees are set to cruise to safety this term after picking up 13 points in their last five Premier League games.
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