Online gaming giant displaces Chang
A new logo after 13 years of Chang
Everton have announced a club record, five-year shirt sponsorship deal with online gaming giant SportPesa. The company will replace Chang Beer on the front of the club's kits next season after Everton agreed the biggest sponsorship in their history.
SportPesa, who also sponsor relegated Premier League side Hull, will set up a new European headquarters in Liverpool which will create over 70 new jobs.
The Kenya-based company has experienced rapid growth since its launch in 2014 and is now the title sponsor of Kenya's top-flight and African gaming partner to La Liga.
Speaking at the club's AGM in January, Everton chief executive officer Robert Elstone confirmed that the club would secure £75 million from their new shirt sponsorship and the naming rights to Finch Farm, which were sold to USM.
"We're pleased to have secured the biggest commercial partnership deal in the club's history with an ambitious and growing, global company," Elstone said in a statement on Monday.
"From the outset we have been impressed by SportPesa and the company's plans for the future. Over the coming months and years we will be working closely to realise our ambitions together.
"SportPesa are committed to significant investment not only into Everton through this partnership but also in the city as they open up a new European Headquarters that creates new jobs in Liverpool.
"The Liverpool office will give SportPesa the chance to engage with supporters through a number of fan activities and we look forward to an exciting partnership together."
SportPesa replace Chang as Everton's main partner, with the Thai beer company recently agreeing a three-year community partnership after 13 years as the club's shirt sponsors.
Ivo Bozukov, director of global strategy for SportPesa, said: "This is a proud and monumental day in the history of our organisation. Everton Football Club is a world-renowned sporting institution and a club of proud tradition and rich history.
"We are thrilled to have secured an alignment with Everton, a club weaved prominently throughout the tapestry of world football."No figures have been revealed, but by inference, the shirt sponsorship is worth around £10M per year, with USM paying around £5M per year for naming rights on Finch Farm.
Reader Comments (105)
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1 Posted 15/05/2017 at 16:42:12
Get in a caterer that can serve you before half time is almost over and we will be looking up.
2 Posted 15/05/2017 at 16:43:38
3 Posted 15/05/2017 at 16:44:36
4 Posted 15/05/2017 at 16:45:51
5 Posted 15/05/2017 at 16:50:04
6 Posted 15/05/2017 at 16:52:52
Split down and in accordance with Elstone comments that the shirt sponsorship is 3 times bigger than currently, the Echo estimates that this equates to £26.8m or £9.6m per year and the balance being for USM deal.
No comment from the club about value though.
7 Posted 15/05/2017 at 17:15:19
8 Posted 15/05/2017 at 17:16:23
Seriously, looks like a big step forward.
9 Posted 15/05/2017 at 17:21:12
I suppose it plays into FFP rules too. Whatever that equates to.
10 Posted 15/05/2017 at 17:21:40
You'd never get away with fluffy language like that on TW! Michael K...
chance of a proof reading off-spring business? We could all do zero hours contracts!
11 Posted 15/05/2017 at 17:23:31
12 Posted 15/05/2017 at 17:44:54
Apparently this deal works out at around £9m a season and is the 7th biggest shirt sponsor deal in the league just behind Spurs who are on £16m a season. It's good news and a move in the right direction.
13 Posted 15/05/2017 at 17:49:24
Nice and understated, quite like it.
14 Posted 15/05/2017 at 17:54:16
15 Posted 15/05/2017 at 18:10:33
16 Posted 15/05/2017 at 18:13:50
Maybe I'm too cynical, or stupid, but weren't we told that the USM Finch Farm deal was supposed to be worth £75m on its own?
I guess I'm just so sick and tired of being misled (to say the least) by Everton that, whatever Elstone and co come out with, I don't believe a word they say.
17 Posted 15/05/2017 at 18:18:19
But, just to get it going, word from completely unreliable sources says grass seed deal only worth £50. Spurs get £60.
18 Posted 15/05/2017 at 18:21:45
19 Posted 15/05/2017 at 18:23:19
Baby steps I suppose.
20 Posted 15/05/2017 at 18:23:28
As far as I'm aware, when all this stuff was announced initially the £15m pa covered the 2 deals. The shirt deal was estimated at £48m by the Echo based on Elstone's comment that it was 3 times bigger than Chang's deal. Balance was USM deal for Finch Farm. maybe they're wrong though, because club hasn't released details. The Chang deal was quoted at £16m for 3 years.
I seem to remember that there was also a sleeve sponsorship mentioned too but whether that is over and above is not clear. Then maybe naming rights?
Apparently the shirt deal is 7th biggest in Premier League, so maybe appropriate?
It's all progress, maybe from a low base, but maybe many will be disappointed. Usually are.
21 Posted 15/05/2017 at 18:29:12
There'll no doubt be clauses should the club qualify for the Champions League or, God forbid, get relegated during the term of the deal.
Would be good business to get a sleeve sponsor or a different shirt for the Europa League, but then there'd be uproar over the cost.
23 Posted 15/05/2017 at 18:40:10
24 Posted 15/05/2017 at 18:50:15
Well, they claim to be... with core values of Integrity, Social Responsibility, Excellence and Transparency. You would be hard pressed though to find their core business on their website.
Eugene... with your European LHD, I take it you are a remainer. Knew it.
When, exactly, did we sell our soul?
25 Posted 15/05/2017 at 19:11:44
27 Posted 15/05/2017 at 20:05:39
28 Posted 15/05/2017 at 20:16:33
29 Posted 15/05/2017 at 20:17:14
30 Posted 15/05/2017 at 20:36:28
It also looks a bit 3rd division being sponsored by a company that is essentially selling catnip to gambling junkies. All a bit tacky but then the money is good... but that's so shallow isn't it?
Elstone looks happy enough but then I expect he'll be getting a free Kenyan Safari out of it. I don't want to be glum about it but that's how it's left me feeling. A bit unenthused.
31 Posted 15/05/2017 at 21:03:44
32 Posted 15/05/2017 at 21:13:05
33 Posted 15/05/2017 at 21:15:49
And how does that compare with the original sponsorship by Chang? A beer nobody ever heard of before, and the money was not much to speak of?
Hull are going down; EFC and Southampton are staying up. If that company gains strength in this new market for them, then maybe more money for us in the future when we are finally up there at the end of the current deal...
And we are getting a rather good deal now, compared to what we had, as I understand it? And we are just hopeful of getting into the Champions League the next year or two, from any sponsor's view!
34 Posted 15/05/2017 at 22:01:00
Guess performances and results have to improve on the pitch before people start paying the big bucks to be associated with us.
35 Posted 15/05/2017 at 22:04:09
Translated: they offered us the most money, and we don't give a shit if they're a disreputable online gambling company. Anyway, we'll call them a Gaming company cos that sounds better.
So, another 5 years of buying home and away kids kits that don't have the sponsor on them. It's just isn't the same, and it makes the kits look less authentic.
36 Posted 15/05/2017 at 22:10:56
37 Posted 15/05/2017 at 22:22:18
38 Posted 15/05/2017 at 22:30:08
39 Posted 15/05/2017 at 23:07:32
Elstone will then tell you that this is the world of the new today, and we just have to relate to that; so as not to alienate more than the puny minority, who are actually not worth involving, as they are not the majority!!! :D
40 Posted 15/05/2017 at 23:11:33
41 Posted 15/05/2017 at 23:34:28
We should just go the whole hog and print the numbers of local escorts as our sleeve sponsors.
42 Posted 15/05/2017 at 23:45:05
43 Posted 16/05/2017 at 00:37:39
44 Posted 16/05/2017 at 01:04:26
Well it's like the old saying goes, 'Haters gotta hate, moaners gotta moan, vacuous as fuck pointless platitude utterers gotta utter vacuous as fuck pointless platitudes.'
45 Posted 16/05/2017 at 01:29:07
Fosters is a result??? Good grief!!!
46 Posted 16/05/2017 at 01:32:42
Bournemouth (Mansion), Burnley (Dafabet), Crystal Palace (Mansion Group), Hull (SportPesa), Stoke (Bet365), Sunderland, (Dafabet) Swansea (BetEast), Watford (138.com), West Brom (UK-K8.com), West Ham (Betway).
Not sure if any clubs will have a change of sponsor for the coming season, but Newcastle are sponsored by Fun88.com and Brighton will still be American Express (I think).
Depending on who wins the Playoffs it is possible that over half of Premier League clubs will be sponsored by gambling companies.
Dark times really...
47 Posted 16/05/2017 at 01:39:17
We're back at being the best of the rest and I can't see it improving next season.
48 Posted 16/05/2017 at 05:08:29
Has it suddenly been declared illegal?
I don't think so.
Is it then immoral? Something tolerated within the underbelly of our disintegrating society? A cancer eating away at the lives of the weak and gullible who are prone to a flutter or a weekend in Vegas?
I just don't get it. Like everything in life – alcohol, driving fast cars, bungee-jumping, mountain-climbing, smoking, kayaking, market-gardening... you make your choice... you do what you want. Why are the judgementalists out in force over this?
Where is the high-ground moralism coming from here? It's a vice, you say... yet it's something humans have clearly indulged in for centuries.
Is it that fucker, god, who has told you not to do it? I know my religious mother would glower at my father who consequently used to whisper "Whitehall 1212" into the phone (before we had rotary dialing), and would secretly put "five bob each way on Daxal in the 3:30 at Uttoxeter..."
Maybe she told me once it was a heinous crime... but I never did ask why? I just figured out it was stupid as the odds were almost always stacked against you. And my mate's dad was a bookie... he was never short of a bob or two...
49 Posted 16/05/2017 at 05:19:29
50 Posted 16/05/2017 at 05:30:32
We went in and it was fairly quiet. Most of the tables were empty. But there was quite a crowd around one table, the hush punctuated by a raucous cheer as each round was completed. What on earth were they playing that would keep the attention of almost everyone in there?
We edged gingerly through the throng and close enough to see what was going on. A pile of buttons, a bit like Go pieces, and the croupier was carefully counting them out in groups of four. Beside the pile, a square, with the numbers, 1, 2, 3, 4... and stacks of chips inside or on the sides and corners.
It was a big pile and he kept counting off, 4 at a time...
Until he got to the end. 3 buttons left. A small portion of the crowd went delirious. Woop-de-doo!!! We have a winner!!!
That, I kid you not, is the game of fan-tan. Look it up. Talk about a lasting impression...
51 Posted 16/05/2017 at 06:11:31
52 Posted 16/05/2017 at 06:45:43
With 24/7 access on your phone and ads screaming at you from all sources to place a bet (I still get emails from gambling outlets even though I've only done it a few times in my life) it's hard to get away from.
And if we're all on the same page that we want Everton to be an ethical club, I'm not sure how ethical it is for a small group of people to make massive profits from the misery of others through manipulating their psychological tendencies.
53 Posted 16/05/2017 at 07:05:00
"I'm not sure how ethical it is for a small group of people to make massive profits from the misery of others through manipulating their psychological tendencies."
Are you talking about gambling? I've reread your post a couple of times, and it seems to me you could be talking about every professional sport, league and club on the planet.
54 Posted 16/05/2017 at 07:53:03
55 Posted 16/05/2017 at 08:18:48
And I not miserable. No matter what Everton manage to do with "an inflated sphere", the very act of following their exploits, whether they are successful or not, is a source of pure joy... I'm kidding. I'm a kidder... but I'm NEVER miserable because of it.
56 Posted 16/05/2017 at 08:23:43
Hope the Sportpesa lager is better than Chang.
57 Posted 16/05/2017 at 08:40:02
And may I add, I was at a shopping mall in Bangkok looking for Everton shirts for my family in Thailand last year and the reply I got from the stall holders, whose stalls were crammed with Chelsea, Arsenal, Manc and RS shirts, when asking for Everton shirts, was "Who?"
58 Posted 16/05/2017 at 08:47:23
This deal smacks of desperation not a sponsor I would have wanted my beloved club to be associated with. What happened to all the good old 'product' companies?
59 Posted 16/05/2017 at 09:02:54
We are proud of the efforts of our club to help charitable causes, and EitC is a good example of a club doing good deeds in its locality. But there are many people in society who have fallen victim to gambling.
The easier it is to do it and the more you are allowed to bet makes those who are desperate more likely to overstretch themselves. More to the point the more normal it is that we see the names of these companies plastered across our shirts gives the signal that all is okay with it.
I would rather we had no advertising on our shirts, and perhaps we could ask the players to all take a one per cent paycut and put EitC on the shirt and give the money to the homeless.
60 Posted 16/05/2017 at 09:10:48
61 Posted 16/05/2017 at 09:23:00
Also the mentioned Apple emblem on our shirts it would be just the core of an eaten apple knowing EFC.
62 Posted 16/05/2017 at 09:27:48
I think the last sponsor we had that I wasn't embarrassed by was probably NEC.
63 Posted 16/05/2017 at 09:31:12
What about credit card companies? Barclaycard? Visa? Some awful stories about people getting themselves into debt and committing suicide.
Everton also had a pie sponsor, what about obesity? The UK has the fattest population in Europe.
Shall we go on?
64 Posted 16/05/2017 at 09:41:30
Finch Farm sponsored by USM, Alisher Usmanov's business.
I'm no Columbo but "Ivo Bozukov" sounds more Russian than Kenyan.
SportPesa's new European HQ will be in Liverpool (the Moshiri-consortium owning Liver Building perchance?)
65 Posted 16/05/2017 at 10:08:16
Can't argue with that but their might be a storm coming:
66 Posted 16/05/2017 at 10:15:50
When I was growing up, I didn't feel the need to buy anything from NEC, One to One etc, so this idea that you can't put Chang on a kids top, or the name of a gambling company, is frankly ridiculous to me.
Also, this notion that people might be coerced into betting by the logo on our top is just as ridiculous. We are responsible for our own actions.
67 Posted 16/05/2017 at 10:19:27
68 Posted 16/05/2017 at 10:21:28
69 Posted 16/05/2017 at 10:23:05
70 Posted 16/05/2017 at 10:24:07
71 Posted 16/05/2017 at 10:38:50
72 Posted 16/05/2017 at 11:06:02
The Revelations about payments to Raiola and other agents in the last few weeks has to be honest made me sick. I find it very hard to think that when I put my hand in my pocket to buy a ticket/jersey that Raiola is going to walk away with a huge bunch of (mine & yours) cash for making a few calls to London or France or Spain (when Rom Fucks Off).
It's difficult to get my head around the fees the players earn but at least I can look at these guys and go, "Okay, they are doing the training, they have the talent, it's an open market, make as much as you can." But these agents... I'm sorry.
73 Posted 16/05/2017 at 11:15:14
Is it ironic or simply '2+2' journalism that the purported £75m sponsorship income corresponds to the £75m transfer kitty being quoted in some rags? And so the Flowerpot Men smoke and mirrors summer show begins. Someone please pass the weed...
Update: Mystic Meg predicts that Everton fans will be up in arms come September wanting to know what happened to the Lukaku, Barkley, McGeady, McCarthy, Sunderland 3, Jagielka, etc. etc money as Everton (lying mid-table at that point) conclude their transfer business with a net saving of £50m. Kenwright will reveal that players were sold to finance stadium financing whatever that means.
74 Posted 16/05/2017 at 11:34:49
Grow up, boys. Working man's pleasure – a bevvy and a bet.
75 Posted 16/05/2017 at 11:51:22
Alcohol/gambling, what difference is there?
Aside from that, I just looked at some of the leaked photos of next seasons kit, and while I don't really care what the kit looks like since I haven't worn one since about 1992 anyway, it does look quite drab and dull. It's not even the right shade of blue.
76 Posted 16/05/2017 at 12:21:01
If we had not attracted a betting or drinks company, just who do people think might have sponsored us for the sums being bandied around? The big global tech brands with wads of money to throw around such as Google, Apple, Amazon, Netflix, Facebook etc are well outside our league.
Manufacturers and retailers generally are struggling across the developed world. The few with money to spend on advertising/sponsorship generally look for high profile clubs which will consistently be competing for and winning trophies not those who qualify for European football once every few years, occasionally have a domestic cup run and generally achieve 'best of the rest' status.
'Best of the rest' is not what global brands aspire to. This sponsorship takes us forward, helping us to be more competitive in the years leading up to the building of the new stadium.
77 Posted 16/05/2017 at 12:44:34
On another tack, the head of global black ops doesn't sound Kenyan but is just another Russian hell bent for footballing leather and cash.
Sportpizza will be replaced by Rolls Royce once the revolution arrives. That is if they are still making them when it does.
78 Posted 16/05/2017 at 13:23:18
The important thing is the deal, but also the shirt and its design. From what has been leaked and if accurate then you have to wonder how easy it is to be a designer whether your output is accepted or not.
From what has been shown, if true, then it's damn poor and would definitely benefit from white under the arms not dark blue. The sponsor's lettering is drab too. Looks more like a training top knocked off in a Hong Kong sweatshop!
It's about time the club consulted the fans on the shirt; maybe hold some competition with young blues input then put it to a vote, maybe some charitable donation attached to the vote. (Just thinking after a lot of Chang, you understand!)
79 Posted 16/05/2017 at 13:54:43
As we are only 6th, I suggest we look for sponsorship from Aunt Bessie.
This is in a WHO report from September 2015.
80 Posted 16/05/2017 at 13:55:02
If it means money for the club, can't argue with it too much though. Betting sponsers for some reason scream midtable at me, guess it is up to the lads to change that.
81 Posted 16/05/2017 at 14:45:12
82 Posted 16/05/2017 at 15:25:47
83 Posted 16/05/2017 at 15:35:03
85 Posted 16/05/2017 at 15:38:00
86 Posted 16/05/2017 at 15:51:03
87 Posted 16/05/2017 at 15:57:36
88 Posted 16/05/2017 at 16:00:33
89 Posted 16/05/2017 at 16:20:41
Can we please drop the moral judgements and concentrate on the deal and what it means for EFC.
I am sure that gambling addicts are not rubbing their hands in glee saying "Oh good Everton have signed a deal with a gambling company so I can put an extra tenner on Blue boy this week" the same way alcoholics will not retreat into their shells because Change are on the out.
Just wait till pot is legalised then youll have something to moan about.
90 Posted 16/05/2017 at 16:57:35
91 Posted 16/05/2017 at 17:30:54
Wonder why the unveiling of the new kit is not until 7 (according to the Echo). Some last-minute changes perhaps.
92 Posted 16/05/2017 at 17:34:26
93 Posted 16/05/2017 at 18:48:11
Could be the leaked top did not go down well and, as we speak, an updated top is being worked on, hence the 8pm release instead of this afternoon... just a thought and wishful thinking.
94 Posted 16/05/2017 at 19:13:39
95 Posted 16/05/2017 at 19:32:48
96 Posted 16/05/2017 at 19:33:36
97 Posted 16/05/2017 at 20:29:53
By the way, isn't 'Chang' the name of a notorious prison?!
98 Posted 16/05/2017 at 20:33:20
99 Posted 16/05/2017 at 20:41:54
100 Posted 16/05/2017 at 23:02:41
101 Posted 16/05/2017 at 23:38:04
Jay (#89) "Let's drop the moral judgements." Not a good idea in my opinion.
102 Posted 17/05/2017 at 02:56:44
Bulgarian / Kenyan Mafia according to Wikipedia and Google. Are they sponsoring our club shirt... or are they about to take the shirts of our backs?!?
103 Posted 17/05/2017 at 03:14:40
From doing that paper, I've always had a geeky interest in shirt sponsorship. While people might moan about the morality of a gaming company, at the moment it probably was the only company/industry willing to pay us the money that we were requesting.
The six teams above us all have established international brands as their sponsors, and are getting reimbursed handsomely for it. Only when we break that top six and challenge for the league, then we'll have a known brand as our sponsor.
Take Tottenham for example. They had a gaming company a few years back (Mansion), but regular top four/five finishes saw them move up to a more respectable finance company sponsorship.
I was a little surprised that we signed a five-year deal as I think that is a little short sighted by our commercial team as I imagine our benefactor has a goal of getting Champions League football before that time. But these are the same guys that persisted with Chang for 13 years, so I'm not overly surprised.
Many people do not see the impact having a good sponsor can do for a club and its exposure globally. I currently live in SW Florida and my local Costco warehouse also sells tyres. Right in the front of the store is a huge Yokohama tyres display, along with pictures of the Chelsea team and a framed Chelsea shirt.
Man Utd get even more exposure with national TV ad campaigns with Chevy as well as pictures of players in Man Utd kits at my local Chevy dealership.
This also applies to the kit sponsors as well. While we are putting up with the bland Umbro junk, at my local mall, the Under Armor store has a massive billboard-sized picture of half the Spurs team.
The mall also has a New Balance store, which I refuse to enter now as it has a huge RS logo in its window.
104 Posted 17/05/2017 at 19:15:57
105 Posted 17/05/2017 at 19:37:05
I can't see us anywhere until we are in a new stadium. Goodison has been holding us back for many years now, and who knows when we can leave it?
I'm 47 and I remember thinking when I was 40 we will have a new home by the time I'm 45. Let's face it, I'll be 50 and we will still be in bloody Goodison Park... I just hope we won't when I'm 55. How long can the Bullens Road stand last?
106 Posted 17/05/2017 at 21:23:43
We all take out insurance, don't we? What do you think that is? It's a gamble on something happening.
What about credit cards, why not ban them because some jerks cant stop spending!
107 Posted 18/05/2017 at 05:27:34
108 Posted 19/05/2017 at 14:55:24
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