Everton told to secure Toyota sponsorship agreement after £50m news

Everton fans can be disappointed that the club have not tied down Toyota to become their new shirt sponsor, according to Keith Wyness.

The former Everton chief executive, speaking exclusively to Football Insider, drops his verdict on the club negotiating with CMC Markets over a £50million deal to become their new front-of-shirt sponsor.

The Toffees are looking for a new shirt sponsor to replace gambling company Stake, whose deal was worth around £10m a year.

Premier League rules from next season will prohibit gambling companies being on the front of shirts, and it was believed that Everton were in talks with car manufacturer Toyota over a deal.

Everton are looking to grow their revenue, with the Merseyside club having recently agreed deals with the likes of Heinz, Pepsi and Budweiser to improve their food and beverage options at Hill Dickinson Stadium.

Everton agree 'upgrade' on Stake deal

Everton’s former chief Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs - thinks the club deserved a major sponsor like Toyota.

Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness is still happy at the Toffees getting a price increase on their shirt sponsor deal.

He told Football Insider‘s Inside Track podcast: “There were a number of clubs who had to give up gaming and betting sponsors this year. And so there’s been quite a number of clubs looking for sponsors.

"One of the growth areas is crypto, but this is another one. CMC is involved in market trading. You’ll see a lot of ads for companies like Trading 212, IG Markets, those sort of companies. And so they’re obviously doing very well right now.

"A lot of day trading going on with the volatility in the markets. And they see football as a very good way to try and promote their product. The rumoured amount is about £50m over three years, about £16.5m a year, which is an upgrade from the stake deal of about £10m. So, it’s a good way forward.

"But I really had hoped, I think as many fans had hoped, that we would have landed a bigger one than that with someone like Toyota or a major brand. And the new stadium deserved that.

"While it’s a good increase, there’s no doubt about it, it just doesn’t seem to be taking Everton into the quality of sponsor that some of us had hoped for.

"It’s an increase, and it’s something to build on. And I’m sure over the next coming seasons, as they go on, they’ll start to deliver more value for sponsors in terms of the building of the database. But look, it’s almost a 50% increase, so we will take it.”

Everton to make David Moyes contract decision

Everton have ambitious plans in the long-term under the Friedkin Group, which could be boosted by qualifying for European football this season.

Former Manchester United chief scout Mick Brown told Football Insider that Everton are delighted with their progress under manager David Moyes.

Moyes could be handed a new contract to remain at Hill Dickinson Stadium, with plans to strengthen the squad in the summer transfer window having already begun.

The 62-year-old would like to add to his options at full-back and in attack ahead of next season, whilst increased squad depth across the pitch would also be beneficial.