Stefan Borson: Everton naming rights deal will be a game-changer

Everton’s commercial deal with Aramark is not going to help solve the “major” cash-flow issues the club are set to face over the next few months.

That is the view of finance expert Stefan Borson, who exclusively told Football Insider the deal is going to be worth much less than if the Merseyside giants could find a naming rights deal for their new stadium on Bramley-Moore Dock.

Everton announced on 8 August they have secured an agreement with Aramark in what they claim to be one of the biggest commercial deals in the club’s history.

The deal will see the American catering provider become a founding partner of the new stadium, where it will provide food, drink and experiences at the facility on matchdays and during non-matchday events.

The Merseysiders are set to make the move to the new stadium from Goodison Park ahead of the 2025-26 season.

Everton could receive financial boost with stadium naming rights deal

But Borson suggested the deal is unlikely to make too much of a difference on Everton’s finances.

“All of these commercial deals are incremental and, therefore, are important,” Borson told Football Insider.

“But on their own, they are not going to change the major challenges that they have got in the shorter term.

“They are not going to be comparable to the difference it would make if they got a very large stadium naming rights sponsor. That would make a very material difference.

“If they could get somebody in to pay £10-15million for a headline naming rights deal per year, that would be important.

“But these sorts of partner deals are likely to be very significantly lower than that.

“They have named Castore as a founding partner as well. But I suspect a lot of that is to do with the commercial deals around either the kit in Castore’s case or the catering and fan experience for Aramark.

“I would think it’s not that dramatically material.”

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