Financing a new football stadium isn't cheap, and Everton are already in a Profit and Sustainability Rules (PSR) black hole. However, new ownership brings new prospects, and Everton's new stadium could get a significant naming rights deal once it's completed.
In just a few weeks' time, Everton will be handed the keys to Bramley Moore Dock, and the new stadium will officially be handed over to the club.
While a lot of work will still need to be done on the stadium, we'll likely see a big push from Everton in early 2025. It can't come soon enough, as it's already been a hectic few weeks for the club and its fans.
We've seen the club announce a 360-view stadium experience for fans looking to get a first look at the new facility. The stadium was then flooded due to severe rainfall before the new drainage system was installed.
At least now it looks like good news is starting to come for Everton and its fans.
Everton new stadium naming rights deal
With new ownership of the club from the Friedkin group likely to be confirmed sooner rather than later, attention is turning to the club's long-term stability. The new owners are in talks with JP Morgan about restructuring the club's loans and credit facilities. Something needs to change, with Everton still in limbo about a third PSR points deduction.
One option for the new owners is to sign a long-term naming rights deal for the new stadium. Rumours suggest the club is looking to secure at least a 10-year deal of around £200m over the duration of the contract. This would obviously free up serious funds for the club, who are still crippled by PSR rules weighing down any future transfer activity.
For now, the new stadium is expected to be named Bramley Moore Dock; however, as we've seen with the Emirates Stadium and the Etihad Stadium, it's often better to have a sponsor name in place from the start.
Everton are already sounding out a number of offers for the rights to the name of the new stadium.
A day one sponsor name is key
As we mentioned earlier in the piece, getting a sponsored name on your stadium from day one is crucial for fan acceptance. Once a name sticks, like St James' Park or Goodison Park, it becomes a much harder pill for fans if you change it.
We saw it with Newcastle United under Mike Ashley, who freely used the stadium to advertise his sportswear brand to replace the St James' Park name. Ironically, a sponsor paid to have it changed back as part of a PR move.
While Highbury is gone, many fans forget that Emirates is even a sponsored brand at this point. I remember the Reebok stadium being the name of the Bolton ground; even today, I assume it still is. It isn't, by the way; it's the Toughsheet Community Stadium. But again, Bolton is used to having sponsored names on its stadium, and the current name is the fourth sponsored name the club has had.
For Everton, the stadium naming rights are too big of a draw to turn down, and if the club can get the finances right, £20m a year is no small fee. If PSR rules and FFP stay the same, that could be a new signing a season for Everton, which in this age of football could be what separates you from the top 6 and the rest.