The 'Red Bull Arena' and three more options for £150m Everton stadium naming rights deal
With Dan Friedkin’s takeover, Everton can now turn their attention fully to Premier League survival and the transition to life at Bramley Moore Dock. Everton’s...
With Dan Friedkin’s takeover, Everton can now turn their attention fully to Premier League survival and the transition to life at Bramley Moore Dock.
Everton’s last season at Goodison Park, their home since 1892, did not get off to the best start, with Sean Dyche‘s side losing their opening four Premier League games.
But four points from their last two, including Saturday’s Dwight McNeil-inspired victory over Crystal Palace has instilled some optimism on the blue half of Merseyside.
It may be coincidence that green shoots have started to appear almost as soon as Friedkin‘s bid to buy Everton was accepted by Farhad Moshiri, but fans will hope it is a sign of things to come under his watch.
Most significantly, Friedkin has substantially reduced Everton’s debt burden and appears now to have committed funds to kit out Bramley Moore Dock.
Goodison Park currently generates around £1m per matchday, which is among the lowest returns in the Premier League on a per capita basis.
Bramley Moore Dock is expected to at least double that figure, but the benefits are commercial and strategic as much as they are about cash generate through the turnstiles.
The stadium’s naming rights are perhaps its most valuable property after ticket sales, and there are several companies who could be in the running on that front.
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Qatar Airways
Qatar Airways have just struck a huge new deal to sponsor the Champions League for the next five years and continue to make moves in the football sponsorship world.
Under Moshiri, Everton have held talks with Qatar Airways over a potential naming rights deal.
Given the associations with Qatari state and allegations of sportswashing, this one might be greeted with some reservations among Everton supporters.
But with Everton optimistic of sealing a £15m-a-year deal and with CEO Colin Chong saying that any relationship will be at least 10 years long, the prospect of £150m might be too good to turn down.
Toyota
New owner Friedkin may have been characterised in the media as a media mogul whose heart is in Hollywood, but his most lucrative business is his association with Toyota.
The Athletic recently reported that it would be a surprise not to see Everton link up in some way with Toyota.
And given that the Japanese car manufacturing firm have a long history in the naming rights business, it is likely that a naming rights deal will at least have been discussed with Everton.
Red Bull
Red Bull might be a left-field option, but there have been some within the industry that have suggested that the Austrian company could be
Along with several other companies, Red Bull struck a new partnership with Everton earlier this month.
Naturally, having ‘Red’ in the title of a stadium occupied by Everton would likely have fans up in arms given the colour’s association with Liverpool.
But Leeds United had the same issue in terms of their rivalry with Man United but have still taken on investment from the energy drinks company and taken them as front-of-shirt sponsor.
Red Bull are prolific in the naming rights market and four different stadia bear the name ‘Red Bull Arena’.
What’s more, Friedkin allies Toyota have just struck a major marketing and naming rights deal with Red Bull’s MLS franchise, New York Red Bulls.
It would be a major shock and might not endear Friedkin to Everton supporters, but stranger things have happened.
Another Friedkin company
As well as AS Roma, Friedkin owns several other successful companies in the property, media and finance sectors.
Augberge Resorts, Imperative Entertainment, Congaree and CSFG Group are among his most high-profile investments.
And with Friedkin reportedly contemplating the sale of Roma, he would have the liquid capital to pump more commercial money into Everton via sponsorship through one of his companies.
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