Finance Expert: Everton could secure one of Europe's biggest deals after £200m update

Everton can secure one of the biggest stadium naming rights deals in Europe at Bramley-Moore Dock, according to football finance expert Dan Plumley.

The Toffees are set to move into their new ground ahead of the start of next season and it has been suggested they could secure a 10-year deal worth £200million if they sell the naming rights [Kieran Maguire, 14 October].

Although that would be one of the biggest deals in Europe, Plumley insists the deal would likely include performance-related clauses that could see the value cut in half in the event of relegation from the Premier League.

“I think it’s a really interesting question,” Plumley exclusively told Goodison News.

“If it is £200million over 10 years, if they can pull that off it would be one of the highest figures we’ve seen even across some of the European markets.

“It is a very good figure if it gets to that point but what I think you’ll probably see around the edges and we’ve seen this in other contracts as well is that it will be structured around performance-related issues.

“The prospect of partnering with Everton as a brand and as a historical football club is a good one. The prospect of having your naming rights on a brand new stadium that is state of the art and despite all the problems we’ve seen with funding and finance when getting here, it’s going to be a phenomenal stadium.

When will the Friedkin Group complete Everton takeover at Goodison Park?

“So there are a lot of positives that you’d factor into that deal. What I’d be doing if I was looking at becoming the naming rights partner is structuring in some clauses that might reduce that fee per year off the back of relegation for example.

“If it’s £20million a season in the Premier League, you might want that to drop to £10million a season in the Championship for example.

“You’d put those kinds of clauses in there and if you are committing to a 10-year deal, that would be the way that I’d see it playing out, that it might be a different figure depending on the on-pitch performance of the club throughout that period.”

It isn’t yet clear which companies will be looking to take on the naming rights at Bramley-Moore, but reports suggest the Toffees will have likely discussed a deal with automotive giants Toyota [TBR, 30 September].

Regardless of who it is that ultimately reaches an agreement with the Blues, there is an expectation that a deal will be agreed before the start of the net Premier League season.

In other Everton news, one player the Toffees are interested in is set to exit during the January transfer window

For more Everton news, follow us on Facebook or join our brand new WhatsApp Channel for instant updates to be sent straight to your phone.

The post Finance Expert: Everton could secure one of Europe's biggest deals after £200m update appeared first on Goodison News.