Finance Expert moots annual seven-figure windfall for Everton as Bramley Moore Dock rights update emerges

Everton are in line for a seven-figure windfall if they agree a naming rights deal with Toyota for the Bramley Moore Dock stadium, according to football finance expert Dan Plumley.

Reports suggest that the automobile giants will have likely held talks with the Toffees over a potential deal for their new ground, which Sean Dyche’s side is set to move into next season [TBR Football, 30 September].

While it remains unclear if any negotiations have been held between the two parties, Plumley has suggested the Toffees could earn a “few million” per season if that sort of deal was agreed.

“It’s probably not as much as people would think you’d earn from these deals,” Plumley exclusively told Goodison News.

“It can still be quite lucrative however and I think with new stadiums in particular, I think this is absolutely a way to grow revenue.

“Personally speaking, I think it’s something that the club should be looking at.

“The Manchester City deal is one of the biggest in the market for example that’s tracking at around £14.2million to £16.7million in the last reported figures.

“Arsenal’s is a little bit below that between £10.9million to £12.6million from the figures that we can see reported.

“Some of the other bigger ones in Europe such as Bayern Munich or Atletico Madrid for example are just kind of tipping towards £8.4million, so it is a decent amount of money for sure.

“But if you look at that in terms of a benchmark, for Everton what could it generate? Often, you do look towards other deals that are done in the industry and that becomes a bit of a yardstick rightly or wrongly.

“I would say if a deal were to be done there, I think you’re probably looking in the region of a few million pounds a season for the initial deal if it were to be Toyota.

“Of course, we’ve not seen the figures so we’re just going off what’s out there but nonetheless, it can be an extra way to generate revenue above and beyond.

“With a new stadium, with no history or identity behind a name, I think there’s space there to grow revenue there.

“I think there’s space to grow there and potential, but it will be in the few million at the very top end for a club like Everton in this market.”

What has happened to Everton and their new stadium amid takeover updates?

With construction of the new stadium nearing completion, talks around these sorts of deals and agreements are likely to advance quite quickly in the second half of the Premier League season.

Now that the Friedkin Group has agreed on a takeover deal with Farhad Moshiri, off-the-field matters like naming rights for the new ground will become a priority, especially once the deal is approved by all relevant parties.

In other Everton news, Jordan Henderson has been torn into for a “shocking” incident during the international break

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