'We're Back' - Keith Wyness impressed as Everton agree 'great' £20m off-pitch deal

Everton’s former chief Keith Wyness has claimed Castore have been “smart” to strike a kit deal with the Merseysiders ahead of the new stadium opening in 2025.

Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – insisted the deal means the club are back to “keeping up with the top ten”, rather than falling behind.

Everton announced a new kit manufacturer deal with Castore last week which is believed to be worth at least £20million per season.

The agreement marks a new club record and is worth three times their previous deal with Hummel, which was signed in 2020 and extended two years later.

Football Insider revealed on Wednesday (19 June) that Everton are set to generate as much as £95million in commercial and sponsorship revenue next season.

Everton ‘back where they should be’ as £20m Castore deal signed, says Wyness

Wyness hailed the Castore announcement, claiming the club had been “punching below their weight” in commercial terms.

He told Football Insider‘s Insider Track podcast: “It’s great, of course it’s great.

“It keeps Everton where they should be in all the financial graphs – seventh, eighth or mid-table.

“We’d been punching below our weight for quite a while.

“Castore have recognised that with the new stadium coming, there will be a huge increase in publicity and some great visuals.

“They’re very clever, it’s very smart marketing.

“It’s £20million plus add-ons, so if Everton can progress up the table then we’ll be in a very good position and see even more sponsorships coming.

“We’re back to where Everton should be, keeping up with the top 10 rather than falling behind.”

In other news, Everton agree deal to sign Aston Villa star.

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