'Critical' deal mooted by finance expert as Friedkin takeover to make Everton cash rich

The Friedkin Group must secure the right naming rights partner for the new stadium once they take over at Everton, says Kieran Maguire.

The football finance expert from the University of Liverpool told TBR Football on 1 October that with the Toffees set to move into their new waterside home for next season it is “critical” for the prospective new owners to get a strong sponsorship deal for the opening.

Highlighting the likes of Manchester City, Arsenal and Brighton as benefiting from the agreements they have on their own grounds, Maguire highlighted the need for more than simple cash backing from the new regime.

“I think it’s essential to have a naming rights partner at the opening of the new stadium,” he said.

“However, as we have seen with Man City when they first moved into their new stadium, they waited to strike the right long-term deal.

“It is critical to get a long-term deal. The Amex, The Emirates, The Etihad have all got these arrangements.

“The Friedkin Group certainly have the resources to ensure that Everton are cash rich.

“I think it is more a case of getting the right deal and a partner that can given not just financial benefits but other off-pitch benefits for Everton as well.”

Everton need Bramley-Moore Dock naming partner

The Toffees have been caught in a perfect storm of financial problems in recent seasons, but while Dan Friedkin’s riches can solve some problems immediately the aim has to be turning the club into a sustainable operation if the new era is to be a successful one.

Any doubts about the cash flow at Goodison Park or the new stadium project being completed already looked to have been blown away by Friedkin agreeing to step in and cover both before the takeover is even completed [Liverpool Echo, 1 October].

But to build a healthier PSR picture which will allow the club to compete in the transfer market and become a force on the pitch again TFG have improve the commercial situation significantly.

Moving into a new 52,000-plus stadium is a huge opportunity in itself but striking the right deal for naming rights could multiply the benefits significantly.

Friedkin has made most of his fortune through selling and manufacturing Toyotas and is expected to add the Japanese car brand as an Everton sponsor in the near-future once the takeover is done [The Athletic, 23 September].

Stadium naming rights aren’t the difference between success and failure in the Premier League alone, but the three clubs Maguire cited as having beneficial deals do happen to be the two battling for the title and a third widely seen as one of the most well-run operations in the top flight, even if a large part of that operation in recent years has been fleecing Chelsea.

There will be plenty of work for the Roma owners to do once their buyout is completed, and for older generations it may remain unpalatable to name the club’s home after a commercial brand, but one key job looks clear in the planned revival of Everton.

In other Everton news, a current starter is surely gone at the end of the season after the takeover news.

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