Everton signing a new shirt sleeve sponsorship deal will help the club avoid another ‘close dance’ with FFP.
That is the view of finance expert Kieran Maguire, who spoke exclusively to Football Insider about the Toffees’ ‘absolutely critical’ need to increase revenue streams.
The Merseyside club announced on Tuesday (1 August) that they have signed a one-year sleeve partnership deal with online streaming service Kick.
The value of the agreement is undisclosed but understood to be a club-record amount after topping the £1million annual value of the previous deal with Boxt.
Football Insider revealed on Friday that Everton are on track to earn £38million in 2023/24 from sponsorship, advertising and merchandising.
Maguire believes the Everton hierarchy are looking to maximise commercial revenues to make up for their £16million income from ticket sales.
Everton have a hearing scheduled in October for FFP breaches after the club announced losses of £372million over a three-year period.
“Given Everton’s close dance with FFP issues in recent years, it is absolutely critical that they maximise revenues,” Maguire told Football Insider’s Sean Fisher.
“They need to try and get the most from all revenue streams until their move to the Bramley Moore Dock stadium.
“With annual revenues from ticket sales somewhere in the region of £14-16million a year – that is only about a fifth of their Merseyside rivals.
“From those figures you can understand why the Everton board are keen to capitalise on the club’s historic name and achievements to sign the most lucrative sleeve shirt deal possible.“
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