Exclusive: Everton owners to take US approach after new financial reveal
Everton’s owners The Friedkin Group (TFG) is looking to take a US-style approach towards matchdays at their new stadium in a bid to boost the club’s revenues, sources have told Football Insider.
The Merseyside giants are set to leave Goodison Park at the end of this season and move into the state-of-the-art facility on Bramley-Moore Dock.
Despite the development initially being projected to cost around £500million, it is now expected to set the club back more than £800million.
Everton will host three test events at the stadium over the coming months, with 10,000 fans set to attend an Under-18s friendly on 17 February.
TFG acquired a 99.5 per cent stake in the club in December, bringing to an end Farhad Moshiri’s eight-year spell on Merseyside.
The Texas-based company, which is spearheaded by Dan Friedkin, also owns Gulf States Toyota, Serie A giants Roma and other entertainment and hospitality businesses.
Sources have told Football Insider TFG will take a US-style approach to matchdays outside the new stadium and look to cash in on commercial opportunities inside the 52,888-seater facility to increase the club’s revenues.
Everton looking to boost revenues with new stadium plans
Deloitte’s 2025 Money League revealed Everton’s overall revenue increased from £172million in 2022-23 to £183million last season.
The Merseysiders are yet to release their official accounts for 2023-24, but their matchday income at Goodison sat at £17.3million for 2022-23 and their commercial revenue was £39million.
Everton remain in talks about a stadium naming rights deal despite their first test event being less than two weeks away.
The hunt for a new agreement came after discussions ended over a £10million-a-year deal with Alisher Usmanov-linked USM Services Limited following the sanctions placed on the Russian oligarch in 2022.
Football Insider revealed on 16 January Everton could soon agree a £15million-a-year stadium naming rights deal after receiving offers from interested parties.
The club are understood to be looking for a minimum agreement of 10 years, taking the overall value of the deal to £150million.
It was widely reported in 2023 that Moshiri held in-person talks with Qatar Airways over a potential stadium naming rights deal.
The flag-carrier airline is the principal sponsor of the Euro 2028 tournament, which will see the new Everton stadium host several fixtures.
Former Everton CEO Keith Wyness told Football Insider the club need to agree a naming rights deal as soon as possible, allowing them to reap the financial benefits immediately.
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