Everton’s Potential Naming Rights Deal with Billionaires
Former Everton chief Keith Wyness has suggested that the club could secure a lucrative stadium naming rights deal with billionaire investors if Manchester City succeeds in its legal challenge against the Premier League. Wyness, who served as CEO at Goodison Park from 2004 to 2009 and now runs a football consultancy, shared his insights on the Football Insider’s Inside Track podcast. He noted that such a deal would enable Everton to continue significant spending but warned that it could have negative implications for the sport.
The context of this potential deal revolves around Manchester City’s legal action against the Premier League, as reported by The Times on June 4. The club is challenging the Associated Party Transaction (APT) rules, which are designed to prevent clubs from artificially inflating commercial deals through companies linked to their ownership groups. Manchester City, for example, has secured substantial deals with Etihad, the UAE’s national airline, which include stadium naming rights and shirt sponsorships worth £65 million annually.
Richard Kenyon, an Everton executive, revealed in February that the club is making “good progress” in finding a naming rights partner for their new Bramley-Moore Dock stadium, scheduled to open in 2025. Wyness mentioned that if Manchester City wins its case, Everton could solve some financial issues with a major sponsorship deal, but emphasized the need to find the right sponsor. He referenced the past involvement of Alisher Usmanov, suggesting that similar billionaire investors might emerge if the legal landscape changes.
Wyness expressed concerns about the potential consequences of Manchester City’s legal victory, arguing that it could create an unbalanced playing field in football. He pointed out that clubs unable to secure such lucrative deals would be at a disadvantage, contradicting the intent of the APT rules, which aim to maintain fairness in the sport. Wyness highlighted the risk of football becoming an arms race driven by money, losing sight of its core values.
Despite these concerns, the prospect of a significant naming rights deal remains an enticing possibility for Everton. The club is actively seeking a partner for the Bramley-Moore Dock stadium, and developments in the legal case could open new opportunities. However, the broader implications for the sport continue to be a topic of debate among football stakeholders.