Everton’s new stadium: the team made a wise choice in naming rights that might bring in millions of dollars.

Everton’s new stadium: the team made a wise choice in naming rights that might bring in millions of dollars.

Everton’s transition to a new stadium along the River Mersey presents an opportunity to explore revenue streams that were previously unavailable.

The decision to sell naming rights for their current iconic venue, Goodison Park, was never entertained, as it is deeply rooted in the club’s tradition.

However, Everton Stadium, as it’s currently known, is likely to undergo a name

change by the time the club relocates to its new 52,888-seater home for the 2025/26 season.

Richard Kenyon, Everton’s chief commercial officer, recently provided an update via the club’s official website, indicating “good progress” in the search for a stadium naming rights partner.

In 2022, Everton enlisted the services of US firm Elevate Ventures to assist in finding a suitable partner.

Elevate has a track record of securing sponsorship for stadiums in the US, such as the

San Jose Earthquakes and the Pittsburgh Steelers.

Daniel Haddad, head of commercial strategy at global sports agency Octagon,

believes Everton’s partnership with Elevate is a wise move.

He emphasizes the potential of selling rights for a multi-purpose venue operational

all year round, rather than just for football matches.

Haddad explains that firms like Elevate specialize in stadium naming rights

in the US, leveraging institutional knowledge to create optimal sponsorship packages.

While large deals in the US, like the $600m and $700m agreements for SoFi Stadium

and Crypto.com Arena, may be tempting benchmarks, Haddad stresses that there are

significant market differences between Europe and the US.

European clubs cannot expect to achieve comparable values for stadium naming

rights due to distinct sponsorship industry dynamics and revenue-sharing structures.

In summary, Everton’s pursuit of a stadium naming rights partner reflects the club’s strategic approach to maximizing revenue opportunities from their new venue.

While the US market offers valuable insights, European clubs must navigate unique

challenges and expectations when negotiating such deals

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