Everton should look to sign a long-term naming rights deal for their Bramley-Moore Dock stadium.
That is the view of finance expert Kieran Maguire, who explained to Football Insider that the first stadium sponsorship deal for a new venue is always the ‘most critical’.
The Toffees’ Chief Commercial and Communications Officer, Richard Kenyon, provided an update this week on Everton’s commercial business of the pitch.
On top of a record-breaking sleeve sponsorship deal with Kick and two partnership agreements with Ticketmaster and eToro, he revealed that Everton are working on monetising their new Bramley-Moore Dock stadium.
“We are again making progress this off-season with more deals to be announced soon, including deals specifically for our new stadium,” he said via an official club update.
One major deal Everton is yet to confirm is a naming rights deal for the new 52,888-capacity venue.
Maguire believes Everton should look for a long-term deal but admits it won’t be easy with Tottenham still searching for a suitable sponsor for their new stadium.
“When it comes to stadium sponsorship deals, the most critical one is the first one,” Maguire told Football Insider’s Sean Fisher.
“Everyone remembers the Reebok and Ricoh stadium, but then it becomes a struggle to remember the subsequent names.
“So if Everton have any sense, what they will be looking for is not only a big, recognisable sponsor but a long-term deal to cement the name of the stadium.
“That also brings extra value to the sponsor.
“We have seen the challenges that Tottenham have had since moving into their new stadium in terms of finding a sponsor.
“They are struggling to find someone willing to match the £20million a year they are looking for, so it won’t be easy for Everton but it is absolutely essential so they can start to repay some of the debt from building the stadium.“
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