A few days ago, I had a meeting in Liverpool city centre, so got the Merseyrail from Hunts Cross at 9:30 am and, 30 minutes later, alighted at Moorfields. Riding the escalator to ground level, I was horrified to see an entire wall – the full length of the escalator – bedecked in advertising for the club across the park, there were also a number of full-length posters, I assume advertising a new kit or something equally awful.

After my meeting ended, I walked to Williamson Square to have a coffee and a cake in my favourite Italian deli and as I walked, my earlier journey from Hunts Cross started to concern me. Not a blue scarf in site, I mean literally nothing. I could have been in a one-club city.

I walked through to Liverpool One and went to the Everton store (which was reasonably busy) with the intention of purchasing a new kit for my 1-year-old grandson, mainly to annoy my son-in-law who is a Spurs fan. I couldn’t buy one, “You will get it on line,” I was told. “It came out last week,” I protested. The embarrassed girl said that “supply was a little behind”.

I walked over the walkway to Sports Direct. The first thing that I saw on entering the store was a rail full of red kits. I could buy everything from Newcastle to Real Madrid and Juventus but not a blue kit in sight (unless I wanted Chelsea).

On the journey home, I pondered the short-comings of Everton’s marketing department and wondered if the deal we get from Fanatics (who bought Kitbag some years ago now), is worth being completely anonymous in our own city? The initial 10-year (yes… 10 years!!) deal was for £3M per season and didn’t increase substantially when it was renewed for another 4 years in 2019. However, you cannot deny that without Kitbag / Fanatics we would not have Everton 2. If I remember correctly, JJB, our previous retail partners, refused to consider the idea.

I assumed that, since we had an exclusive deal with Fanatics, our new kit would feature prominently on their website. The Fanatics home page advertises Barcelona, Real Madrid, Liverpool, Spurs and England Ladies. I assume that none of these have ‘exclusive’ deals as I could buy them all in Sports Direct.

You have to click on the ‘Football’ icon to get to us. Granted teams are listed alphabetically so we make the top line (just). Fanatics is a US company, we are playing in the US in a few weeks’ time, yet if you Google ‘Where can I buy Everton shirts in USA’ you are directed to Everton Direct.

Last time I went through Heathrow and Gatwick, I could buy every Premier League team and most Championship teams shirts but not Everton. You cannot buy an Everton shirt in John Lennon Airport — how unbelievably ridiculous is that?

Robert Elstone said at the time of the original Kitbag deal “it de-risks Everton in a notoriously difficult business sector.” It is impossible to separate and accurately identify a corresponding line of profit in Everton’s accounts; this is nothing unusual – only Spurs (of Premier League clubs) lists merchandising income as a separate line, so we do not know if the deal has had a positive or negative impact on our profit & loss.

I am not a marketing expert but I have to question if the surrendered value of Everton’s complete absence from the retail world, the lack of utilising events to enhance the worldwide profile of the club (Tim Howard and Tim Cahill at the 2014 World Cup), is worth the £3.5M? If you widen the club's profile you increase sales.

One final point. In 2008, Kenwright took out a loan with the specialist bank Adam & Co which was the 12th loan Everton had on their balance sheet at the time. This loan and a more substantial one with the Prudential were secured on future season ticket sales.

To maximise the amount that could be drawn down, the club increased its issued season tickets to 32,000, 82% of the ground capacity, this is by far the highest percentage in the Premier League. By comparison, the club across the park have less than 50%.

If you have 82% of your audience returning every home game, then the opportunity to sell merchandise to a revolving section is severely limited. By the time you take into account away fans and Memberships, probably less than 2,000 fans attend on a revolving basis.

The Fanatics deal is up for renewal at the end of the forthcoming season; hopefully this will lead to the club adopting a more expansive and proactive approach to its merchandising and marketing, but I’m not holding my breath.

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Reader Comments (135)

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Colin Metcalfe
1 Posted 07/07/2022 at
A good article, Stephen, it is crazy to think you can't buy an Everton shirt at John Lennon Airport… honestly, the mind boggles.

There have been some extraordinary business decisions by the Everton management, not least the deal with Kitbag. I can't help thinking every decision they make regarding the business and marketing side is ultra-cautious and, on the flip side, they spend like there's no tomorrow on shit players. Go figure !

Steve Brown
2 Posted 07/07/2022 at
Just incompetent, Stephen.
Bill Gienapp
3 Posted 07/07/2022 at
I saw the headline and my first thought was – "Why can't it be both?"
Mike Gaynes
4 Posted 07/07/2022 at
Don't get me started. I've been waiting 35 years to be able to buy an Everton shirt in the US. Even when the immensely popular USA national goalkeeper was making 400+ appearances for the club, 11 years came and went with absolutely nothing.

The answer to Stephen's question is both. This club is a bunch of marketing morons.

Gerard McKean
5 Posted 07/07/2022 at
Thanks for the article, Stephen.

I'm with Bill and Mike above; it has to be both. The cronyism and nepotism at our club exact their price. Nobody is appointed who might present a danger by having the brains to think up new ideas and the energy to execute them.

Total re-set needed, not just on the playing side of things.

Barry Rathbone
6 Posted 07/07/2022 at
I imagine marketing is greeted with a "why bother?" at board level.

When Kenwright bemoaned LFC living a stone's throw away as one of Europe's biggest clubs without adding "but one day we'll show 'em" I knew we were finished at the top level.

No fight in this club just craven acquiescence.

Danny O’Neill
7 Posted 07/07/2022 at
It dismays me, Stephen.

Part of me takes pride in our roots. That will never change.

But our reach is way beyond L4. When I meet people, be that in London or the US, they are intrigued that I am a native of the city of Liverpool but more so that I follow Everton. And I've converted a few over the years.

In a marketing sense, we have failed to build the brand and don't even promote it in our own city let alone nationally and internationally.

As for the kit release. Why did we not wear the new one for the last game of the season?

Incompetence at board level and decision making.

Tony Abrahams
8 Posted 07/07/2022 at
There was nothing incompetent about pushing up season ticket sales to get a better rate, on yet another loan, if this is all true Stephen, mate!

Self-serving and full of ineptitude, I'm just praying Alan Myers is wrong for once, because Everton don't need investment, they need a full-scale reset, with new owners, having fresh ideas, especially in the boardroom.

Tony Abrahams
9 Posted 07/07/2022 at
Did Bill Kenwright really say that, Barry R?
Paul Hewitt
10 Posted 07/07/2022 at
There not lazy or incompetent, there simple crap at there jobs.
Will Mabon
11 Posted 07/07/2022 at
Many medium-sized YouTube channels can earn anything from a mil upwards per year, selling tee-shirts and other "Merch". Some sites go way higher.

Whilst it doesn't align directly for various reasons, some of those one-man-band outfits seem to be making a better fist of it when compared with a century-plus established business operating in a huge global brand.

Maybe we should ask Cleetus McFarland to carry Everton kits.

Danny O’Neill
12 Posted 07/07/2022 at
Total reset, Tony. Absolute overhaul. I think we have done it on the football management side, now do it at board level.

They can't do to me and all of us what they done to us last season.


Okay, I confess. I'll be back for more regardless.

They must know this. They must know they own my irreversible loyalty. They know I'm hooked and have been since I can remember.

I've said it before, they're like the girlfriend who cheats on you, but you can't stop loving them.

I hate summer and pre-season.

Dennis Stevens
13 Posted 07/07/2022 at
As I recall, it was freely admitted about 25 years ago that the Club actually lost money on marketing activities! How on earth could that have been possible?

And does it explain their willingness to accept poor deals that at least return some profit?

Christy Ring
14 Posted 07/07/2022 at
Good article, Stephen, and it shows complete incompetence.

I remember writing a comment regarding the Kitbag deal, back when Elstone and Kenwright sold the rights of our merchandise (no change there), £3M a year for 10 years.

I said at the time, if it was a private company, both would have been sacked. Everything had to be bought on line, nothing has changed, I still can't buy an Everton jersey in any of the sports stores here in Ireland.

As you say, when you can't even buy an Everton jersey at John Lennon Airport, it sucks. We should have been using the likes of Tim Howard to advertise Everton kits in USA. We are a total marketing shambles. Thanks, Bill.

Stephen Vincent
15 Posted 07/07/2022 at
Mike #4,

Back in 2014 I worked in San Jose for a few weeks. I stayed in a smallish town just outside the city called Los Gatos. Just off Main Street there was a small sports store, the first time I walked past I was astonished to see a Tim Howard EFC shirt in the window along with two blue EFC shirts. Of course I went in, the lad who owned it was from Birkenhead and had lived in California for quite a while.

He had telephoned the club to order 20 shirts. They referred him to Kitbag who wouldn't give him any discount and insisted that he paid full postage. He had sold all the Tim shirts bar the one in the window.

Nick Page
16 Posted 07/07/2022 at
They're both. And they don't care. Utterly utterly shambolic.

We actually don't deserve the Premier League as we've wasted every single opportunity passed our way due to the big fat parasite, Kenwright, who would have you all believe we're marvellous and full of endeavour.

There is no accountability at Everton because it's run by a club in a club. It's utterly despicable and I fucking hate them with every bone in my body.

We need a total reset and we needed it 25 years ago. All that said, my 7-year-old wants a kit – I might see how long it takes to get it and report back, however, I doubt they're available because …you know…. there's only a month or so until the season starts.

Everton that.

Can we have a poll and a serious debate on TW for getting rid of this board? Gauge the sentiment like and see how many brainwashed idiots are still out there. Cheers.

Peter Mills
17 Posted 07/07/2022 at
I can’t make any comment regarding the sale of shirts, I don’t buy them or know anything about the Club’s marketing of them.

However, I spoke recently with a pal, Mike France (a Blue, and a seasoned businessman) whose company, Christopher Ward Watches, has just entered into a sponsorship deal with our club. I’ve no idea about the finances of the deal, nor would I ask him. But I can say he was very impressed with, and complimentary about, the people he dealt with in Everton’s business team.

Just offering another angle on things.

Christine Foster
18 Posted 07/07/2022 at
Stephen, good article. Frankly, the EFC approach to marketing is, and has been, an abject failure. It cannot even get the bare basic requirement of club merchandise to its fans in its own shop.

Think about that for a second, because anything and everything else related to marketing a club, is secondary. Brand awareness is an utter disgrace, the marketing department has no presence anywhere, not even in our own city.

You cannot outsource responsibility for incompetence and marketing remains insignificant for a club in a multibillion-pound revenue-generating industry. Revenue generation is a byproduct of brand awareness, exploiting the membership of a global Premier League brand and generating presence attracts success. It attracts money, sales, desire, association and pride.

We cannot even buy merchandise in our own shop. Not in the city, not in the country, not on a global platform. There is not a marketing focus, no brand awareness, a minimal revenue generation.

I would get professional marketing companies to present a marketing strategy to the club to address the failures and give options for the future. A uniformed marketing approach, from club branding, social media presence, merchandise, brand awareness and revenue generation targeted to different market segments by country, region, age and measure its success as a basic requirement.

This is a board requirement that has been utterly neglected for so many years it's an embarrassment to every single fan, father or supporter.

We have shown, as a fan base, just what the club means to its supporters, the fan base are there, the world of football globally sat up when it viewed the crowd scenes at the end of last season, it made news programs across the world, yet we cannot buy a football kit for our own kids in our own shop.

That's why we have no presence globally. That's why Everton FC should replace its marketing department with a motivated, focused, innovative, marketing professional group with global reach, guaranteeing brand association and awareness. It not just about the shirt, it's about who we are.

Danny O’Neill
19 Posted 07/07/2022 at
I'll go back to previous comments.

The only brand generation is done by us. The fans.

Genuinely. We generate intrigue and fascination once they realise they are talking to an Evertonian.

If only the club could build on that.

We are respected.

Barry Rathbone
20 Posted 07/07/2022 at
Tony 9,

I read it on this site years ago so can't swear it's true but since doing nothing to take "them on" since Big Joe in the 90s I reckon it's extremely plausible.

Tony Abrahams
21 Posted 07/07/2022 at
A genuine Evertonian would look to take them on at every single opportunity, imo Barry, and that’s why I asked mate, because I honestly don’t put Bill Kenwright in this category, and it’s why such a comment, if it was uttered from this man, wouldn’t surprise me in the slightest.

Talking about Joe Royle, Barry, he was never my favourite Everton manager, but he was and always will be a genuine Evertonian, and he was also my favourite Everton manager, whenever we played Liverpool, simply because he had their measure, both on and off the pitch.

Mike Gaynes
22 Posted 07/07/2022 at
Pete #17, that's good to know. I spotted Christopher Ward Watches on the Partners page of the club website the other day and wondered what it was all about. Maybe Mike's experience represents a transition already in motion.

Stephen #15, I know Los Gatos and I think I know of the store you're talking about. I'm not the least bit surprised by their experience. My one regret from my initial trip to Goodison in 2017 was that Howard was already gone, and I couldn't go to the Everton 2 store and stuff my suitcase with Howard shirts to make the trip profitable!

Joseph Walsh
23 Posted 07/07/2022 at
I cannot comment on current capabilities of the marketing team but about 20 years ago I worked for a very large corporate drinks company. We had a decent amount of “A&P” to invest around a famous brand and we were investing in the city in various ways. We did have to do it justice at the time and was instructed to meet both Everton and with our red neighbours.

The contrasting level of capability and actual interest staggered me. At Liverpool they presented us with a clear and coherent plan in return for our investment and I was met in one of their banqueting suites and had a very nice lunch with their senior marketing team. They presented a pitch-side sponsorship proposal official partner status and demonstrated their global reach etc. Contrast that with Everton and I was told “What we really need is some key rings”.

I would like to think that has changed today but it never left me, the gulf in functions. How we are run starts at the top and he who shall not be mentioned runs our club like a charity shop. It filters down. When Sheik Mansour took over Man City, they fired lots of partners and suppliers because they wanted the best. Our reality makes a mockery of our motto

Peter Mills
24 Posted 07/07/2022 at
Tony#21, I agree with you about Big Joe against the rs, he was always prepared to go head to head against them.

I reckon Frank Lampard has got a touch of that in him, he doesn’t have any fear of the grinning German.

Barry Rathbone
25 Posted 07/07/2022 at
Tony 21

I'm not into Kenwright bashing in the belief he's likely done some good among the "kirkby", "kings Dock" faragos. Maybe staying in the division could be so argued. But as you say proper Evertonians don't take a backward step especially to the monkey island crew.

His lack of determination beyond keeping control has always been his achilles and we as a club have deffo suffered from it.

Danny O’Neill
26 Posted 07/07/2022 at
I also wasn't a big advocate of Joe Royle the Everton manager. Although not in the Alan Ball or Alex Young category, my Dad did speak of him fondly, though not not as an idol.

During the 90s, I came home from the Army to watch us and my best mate warned me we were not great to watch. We'd been season ticket holders in the glory 80s years. He was right. Some revel in the dogs of war. I admired the commitment but thought the standard of football was poor. I guess you work with the tools you have and get the most out of them.

Even though he knew how to take on them and gave us us our last trophy until next year, I just didn't like the style.

We had that period where we looked good with Kanchelskis and Lampar as our wide attacking players.

But generally we were poor from the standards Joe the player and Danny the supporter had seen, experienced and witnessed.

What an Evertonian though. I think the only one that will break my heart more if and when he goes will be Colin Harvey. And I was never privileged enough to watch him play.

Blue 💙

Jerome Shields
27 Posted 07/07/2022 at
I have still got my two Goodison Shooter Certificates from the 90's. It is a under 12 Certificate and I have supported Everton since the 60s. I did try to sort it out hence having one certificates are than I need. Quite frankly I don't think much has changed in the meantime, bar job titles.

The big launch in South America consisited of giving a few Clubs called Everton, Everton panents, you know the triangle cloth things. You rarely see them now a days.

I would say that a few in the know over the years got answering the phone jobs and progessed to bigger offices and bigger titles. I seen in some organisations that a Marketing budget is something to play about with no end product. I would say that Everton is that type of organisation.

I remember John Daly in one of his Shakespearean parodies devoting two verses to' Buckets of Blue Paint'. I really could visualise what he was getting at, Everton's Marketing efforts.


They are perfectly nice to deal when taking your money, but I would ask your friend at the end of the season how they have delivered.


I would get they have had Management Consultants in hence the titles, but they just took their money and ran when they realised the Muppets they where dealing with.

John Pickles
28 Posted 07/07/2022 at
I'm just waiting for the 'marketing of Everton merchandise' to appear as the task for a first round on The Apprentice.
Dave Abrahams
29 Posted 07/07/2022 at
Stephen O/P, when you were in Williamson Square didn’t you notice the stall a few yards fromThe Playhouse, owned by a fanatical Everton fan, which sells sports ware, I’m sure you would be able to buy an Everton kit there, he also has a stall in Paradise Street not far from McDonalds at the bottom of Lord Street selling the same stuff.

I may be wrong but I’d be surprised if you couldn’t get Everton gear at these stalls.

Steavey Buckley
30 Posted 07/07/2022 at
Everton marketing have to learn from successful premier league clubs how they do their marketing. Probably, by employing someone who has experience marketing a successful premier league club. In the competitive business world it's called head hunting.
Stephen Vincent
31 Posted 07/07/2022 at
Dave #29, I know the stall you mean but it wasn't there don't think it has been for a few weeks.
But even so from what I recall it is mostly rs stuff with just a small blue bit.
Dave Abrahams
32 Posted 07/07/2022 at
Stephen (31), fair enough, maybe he has trouble getting his hands on Everton gear, is the stall in Paradise St. the same?
Don Alexander
33 Posted 07/07/2022 at
Joseph (#23) be careful mate, because evidenced criticism such as you report will not be tolerated by some on here - despite it having damagingly afflicted every single day of the club's welfare for the past thirty years minimum, regardless of players/managers/commerce, or whatever.

Maybe someone at the top will soon be able to discover and evict the one common denominator throughout our decades-long mediocrity.

I ain't holding my breath though.

Derek Thomas
34 Posted 07/07/2022 at
They make Delboy look like Daniel Levy
Stephen Vincent
35 Posted 07/07/2022 at
Dave#32, I know the stall you mean, I enjoy a pint in the Beehive occasionally. He has one of the narrow sides with blue goods. I bought a blue Santa hat from him.

I think though that it is a licensing issue no market trader will ever get permission to sell official EFC products. So everything he sells is not official blue merchandise.

Bill Gall
36 Posted 07/07/2022 at
if you want to sell merchandise be successful, when the premier league started the most team shirts seen was Man Utd. People buy teams shirts even if they don't support them to give the impression they are supporters and to be in the trend. You never seen Man City apparel until they were bought over and became successful.
The greatest change is the media and the internet. I moved to Canada in 1976 and it was not until about 1995 that we got to see a premier league game,and the only way you would get to watch Everton was if they were playing Man Utd.
Yes we should have a better marketing team even if for a start you start in Liverpool itself, but if you want to start selling in the larger markets, start winning something,
Hopefully with the upcoming games in the USA the club ensure that they have more than key rings, and sell their apparel at a reduced price to encourage supporters to buy them.
The USA and South America are a huge market along with Canada, so any visits to any of these countries is a huge opportunity that the club should take advantage of, and not overprice the Everton apparel either youth or adult.
Ian Linn
37 Posted 08/07/2022 at
Been in the USA for 22 years now, never seen an Everton shirt for sale. When they came and played in Denver about 2008 or so, there wasn't even a merchandising stand.

2 words: unimaginative & lazy.

Don Alexander
38 Posted 08/07/2022 at
Let's be positive.

Our owner/board for the last thirty years, half of my cognisant life btw, have studiously avoided any of the top-tier merchandising opportunities that have enabled every other one of Premier League founder clubs to prosper way ahead of us.

But ,,,,,,,

The owner/board have sought to progress from our "Peoples' Club" mantra however, exciting no-one not already fully involved as a committed supporter admittedly.

Fine pop-voc perhaps, for just a week or two to a successful club, but bringing the square sum of fuck-all into our coffers (which I'm told now occupy the miniscule space previously used to store the Arteta-money).

Still, let's be positive eh?

Eric Myles
39 Posted 08/07/2022 at
Dave #29, I always go to those two stalls you mention when I'm in Liverpool and there's also one inside the Precinct that sells both teams gear.
Jerome Shields
40 Posted 08/07/2022 at

I wonder if it was the nice middle aged Lady I dealt with. She would have been close to retirement 20 years ago. .

I think the reality of Evertons Marketing is a shop, with a Internet connection. The advertising budget, which nobody at Everton believes has any endproduct, is spent by the Chief Executive on Bramley Dock information, self promotion and one James Rodriguez display in Time Square. As for the shirts they are farmed out to preferred producers and more pirate shirts are sold than real ones. As for a Marketing plan no staff at Everton have a clue about it.

The whole thing has a 70s feel about it. Even Goodison has the look of layers of blue paint.

Danny O’Neill
41 Posted 08/07/2022 at
I feel dirty for saying it, but with my corporate head on, we need a brand. We have NSNO and St Rupert's Tower. That should be our brand.

On the marketing front, we'll never be the tourist attraction and day out at the shop that is our cousins or the global machine that is Manchester United. I know people who have all the gear but have never been to Old Trafford or Anfield. I embarrassingly had to explain to a supposed Liverpool supporter what Heysels was a couple of weeks ago. He genuinely didn't know. Different story.

Success has to come on the pitch first, but whilst I don't expect us to become the corporate machines that are those I've mentioned, we can do better. On my travels and in my experience, football people know Everton. They are intrigued by Evertonians. They like Everton. They will never be blind faith idiots like me, but they will certainly follow if we get the brand out there.

The Bee Hive. One of my favourite City Centre Pubs Stephen. I also like the Post Office.

Brian Murray
42 Posted 08/07/2022 at
Danny. Probably mentioned above and I know you know. Walk before we can run by having the kits on our own airport and sport shops. Woeful amateur lazy marketing and insight but we know who’s manta that is. By the way the latin should be removed from the logo. At least until we grasp what it means.
Brian Murray
43 Posted 08/07/2022 at
Having said that and sounding negative. From st james station all the way to bmd i’m sure we will have massive billboards like them shower have all over the city. Advertising our new ground and brand. No ?. Yeah new Everton new way of thinking. Of course they will.
Eddie Dunn
44 Posted 08/07/2022 at
Well the marketing (or lack of it ) has been a huge embarrassment for many years. It is one thing that we can't blame Moshiri for.
Here in Wales (southwest -Swansea territory) I have quite a few mates who follow us. They were kids when we were winning things or even kids in '95 when we last won a trophy. The shops here are just like those described above -no sign of our shirts anywhere but the usual suspects everywhere.
It seems that the youngsters all follow a PL team (and tag Swansea on as well). When the children play footy at my local leisure centre, there are plenty of red shirts. I always tease the kids and ask them why they aren't wearing Swans shirts.
Unfortuately it is the same all over Britain and Ireland.
It is sympomatic of our clueless, amature board that our merch is so hard to get. Perhaps everyone should just get Tee-shirts printed with club images and forget the nylon garbage made by kids in some far-flung sweat shop.
Robert Tressell
45 Posted 08/07/2022 at
Unfortunately, this is just one thing on a long list of club management failures.

The new stadium will help. Unfortunately we look embarrassingly old fashioned at present.

Tony Abrahams
46 Posted 08/07/2022 at
To be fair to Everton, Brian, we had those flags on the streets, well before the other crowd mate.

Barry@25, in his final paragraph says it all imo, and this is why our chairman absolutely sickens me, because whilst he fought tooth and nail, whilst begging, stealing and borrowing to keep Everton, our institution has been reduced to an afterthought, by anyone who doesn’t support Everton FC.

Stu Darlington
47 Posted 08/07/2022 at
I am not surprised at the dire state of the clubs marketing or lack of it.it’s typical of the un-business like,un-professional,small club mentality of our senior management team.Any business man worth his salt would have binned the deal with Kitbag long ago.
I never go in the Everton shop in Liverpool 1 now,it’s embarrassing!
Reminds me of when I went to Alt Park to watch Huyton play a Rugby League cup game many years ago.I went to get a pie at halftime.The guy in the stall said “Sorry mate,sold out,I can’t understand it,we ordered 2 dozen today! That’s the kind of business thinking that would go down well at Everton.
Wish I hadn’t given my DANKA shirt to my son!
Danny O’Neill
48 Posted 08/07/2022 at
Taking back the city Brian.

In Gelsenkirchen on the road leading up to the Veltins Arena, its called the Schalke Mile.

Shops and apartments decked in Royal Blue as well as supporters pubs en-route. Winslow-esque type places. It breaks up the walk if the trams are rammed!! On match day they also deck the city centre out with flags and banners. And the central Christmas Tree is decorated blue and white.

I can envision something similar along the Dock Road leading up to Bramley Moore.

Let's take centre stage.

Niall McIlhone
49 Posted 08/07/2022 at
Good article, Stephen, and in response to your comment at #35 in regard to unlicensed Everton-themed merchandise, I would observe that some of the very best and most innovative stuff is now available outside the sphere of official club suppliers.

It is undoubtedly the case that the club does not have the global reach of the Top 20 clubs worldwide, but things change in football – the likes of Chelsea and Man City had been similarly low profile to Everton for most of my adult life, that was until they had their respective injections of dubious monies from foreign investors. It might help if the team across the park might fall off their horse for a while, but that seems unlikely.

The advent of the new stadium at Bramley-Moore Dock offers a huge incentive for a complete re-set of the marketing of the club. Personally, I would like to see a big enhancement to the walk along the Dock Road to encourage fans to walk the route up to the ground from the city centre.

You only have to visit the likes of Disney or Universal Studios in the USA to see how the boardwalk experience in the approaches to the parks can build anticipation, and marketing the club should not be restricted to the immediate environs of the new stadium in my view.

Dave Abrahams
50 Posted 08/07/2022 at
Stephen (35), yes Stephen your last paragraph explains why Brian, the owner of the stalls can’t get genuine Everton gear.

The Beehive is not bad for a quick pint or two, the other Beehive in Mount Pleasant is livelier and full of “ characters”!!

Stephen Vincent
51 Posted 08/07/2022 at
Dave, Danny, The Bee Hive on Paradise Street is handy when you're in town because it's on the main drag. I do like the Old Post Office because it is a bit off the beaten track. Never been in the Mount Pleasant Bee Hive but I will make a point of checking it out.

My other watering hole in town is The Globe opposite Central Station, you can have a laugh listening to the idiots on the all-day karaoke at The Coopers next door (or not).

Paul Melling
52 Posted 08/07/2022 at
I was in Liverpool yesterday with my wife and, as we walked from Liverpool Central towards Derby Square, I saw numerous stalls selling Liverpool kits/souvenirs etc but not one single stall selling our stuff. I even commented on it to my wife at the time.

This is a huge loss of income and exposure for the club, it really did look like there was only one club in the city.

Phil (Kelsall) Roberts
53 Posted 08/07/2022 at
I have had this opinion for years.

There are huge complaints on here about coaches hanging around and going through the motions and picking up their pay… I may upset a few but I see that throughout the club.

But it's interesting that the lightning rod for the criticism is Bill. Personally, if a CEO is doing the job the Chief Executive Officer should be doing then, it is DBB that is responsible for sorting it out – holding her next level of staff responsible. She must be so happy that Bill is still Chairman as he draws all the fire.

And fire is something she does not seem to have – or maybe fire and responsibility. How many people would she like to replace? Any or is she happy with their performance or just unable to do so?

Jerome Shields
54 Posted 08/07/2022 at
There is a Head of Marketing and a Senior Marketing Manager on the payroll. I take it they report to the Chief Executive Officer and she has a big say in what they work on. They may be involved in sponsorship, Ground displays, promoting the shop, and more of a PR function outside that. . . Everton on Tour, special events.

From the outside, there appears to be no coherent marketing plan.

A lot of club stuff bought would be black market, not Official Club stuff. The fact that Everton are behind the curve means they would face a lot of competition from the black market stuff which outsells the Offical merchandise.

Anything I ever got was bought on offer on the Internet or from sellers outside the ground. What occurred to me is there is a theatre marketing mentality.

Clive Rogers
55 Posted 08/07/2022 at
Phil, 53, it was Kenwright who appointed the ex schoolteacher and charity worker to CEO, so he deserves all the flack he gets. Kenwright has destroyed Everton.
Brian Murray
56 Posted 08/07/2022 at
Obviously Denise Barrett-Baxendale doesn't go near the town centre or is unaware of our presence there – or lack of it. If she actually seen it for herself, would she resign out of sheer embarrassment or would she cling on even if she's damaging our club. Probably the latter. Runs in the family.
Tony Abrahams
57 Posted 08/07/2022 at
No Brian, my guess is she would get the board to say she was looking for alternative employment, and just carry on with what she’s been doing?

Dave Abrahams
58 Posted 08/07/2022 at
Stephen (51), yes The Globe and Coopers plus The Central and The Midland are all decent pubs before you get to Great Charlotte Street and all the lively pubs there, including The Blob which was once Yates's Wine Lodge – it had more characters than Hollywood and funnier, sadly age has taken them up above with a few going the other way!!
Dave Abrahams
59 Posted 08/07/2022 at
Brian (56), as you say Kenwright appointed Denise knowing she didn't have the experience to do the job. He was also Boris's mentor and he learned everything he knows from Billy Boy – although he couldn't tell lies and use deceit anywhere near as good as our chairman.
Danny O’Neill
60 Posted 08/07/2022 at
When we launch this stadium, Paul, we need to paint the town blue. Make a statement. A grand opening with a months-long build-up to lead into it. If ever there was a marketing opportunity, this is it.

Everton. The originals.

When I used to travel to my granddad's on the bus from town to Arkles Lane, as you went alongside Everton Park and Everton Valley, you could look down on the Mersey. I don't know if true, but my Grandad always told me it was the highest spot in Liverpool. So as a kid, I always thought of Everton being the highest point of the city.

That district defined our history, from the origins of St Domingos. Now we are moving to be located on the river that defined our City.

The city is ours.

Len Hawkins
61 Posted 08/07/2022 at
Similarly to the lack – sorry, the severe lack – of Everton promotion by the club:

I got my son a birthday card from Moonpig… there were many RS cards so I clicked on the list of football clubs. Not far to scroll down to E… but no nothing. This club is still being run in mid-20th century mode.

Brian Murray
62 Posted 08/07/2022 at
If there's one thing the Yanks are good and renowned for, it's self-promoting and highlighting their product. Same goes for probably any investor especially when they see the layout and potential from Town to Bramley-Moore Dock, including the Nelson Dock.

That's probably all chinese to our current marketing team… if we have one. I want us to dominate at least that part of the city. The Hudson River is dyed green on St Paddy's Day. Imagine the Mersey dyed blue, eh.

Danny O’Neill
63 Posted 08/07/2022 at
Dave, the original Yates' Wine Lodge. Now you've invoked memories. As youngsters, my best mate and I used to marvel at the characters in there with wide open eyes.

Heated arguments and it wasn't uncommon for fists to fly, yet they seemed to be the best of mates who would sit down afterwards and share a drink! Fascinating and educational place!!

I have to say, not a place I was too aware of in my earlier years, but Doctor Duncan's at the back of St George's Hall is also a good spot.

Kim Vivian
64 Posted 08/07/2022 at
Whenever I'm in Sports Direct or some other local sports shop I always have to mention to the staff/manager "When are you getting more Everton stuff in? - you seem to have sold out" - usually to be met with a baffled almost sympathetic look.

We are diabolical with our marketing and merchandising for sure and I usually put it down to small club syndrome - which we aren't but seem unable to promote ourselves above and beyond from where we are now which is what the objective should be. Trouble is, it has been so many years since we have attracted fans simply because of who we are. All of us Blues are dyed in the wool and all my sons are rabid Evertonians, basically because I am one.

I am acquainted with one person who lives in Devon who started supporting Everton because we were achieving in the mid 80s but we really have nothing much to offer since then bar an FA cup. Given the lack of on-field success which always brings marketing benefits, our marketing people should be busting a gut to promote us, as I say, above and beyond.

Maybe they just don't see us like that and just look misty eyed and nostalgically at our history in the hope that will be enough.

Christine Foster
65 Posted 08/07/2022 at
Dave 58# Why do I remember the original Yates of Australian whites infamy, being in Moorfields? I think it closed in the 80s..
Brian Murray
66 Posted 08/07/2022 at
Kim. It's embarrassing how out-of-date we are in all you say but the owner must get a kick out of losing big money or not maximising his investment. I can't think of a worse-run club.

To be fair, Frank and his staff plus these awesome fans may find a way of keeping all that in the background giving them oxygen with every storming under-the-lights night match they live to fight and breathe another day.

Disgusting bastards… I hate them.

Dale Rose
67 Posted 08/07/2022 at
Christine 65. Remember it well. Not as well as I remember the hangover though.
Dave Abrahams
68 Posted 08/07/2022 at
Christine ((65), Christine I’m not sure where the first Yates Wine Lodge appeared in Liverpool but when I first started drinking in the late 1950’s there were five Yates Lodges, the big one in Moorfields,one in Lime Street next to the Yankee Bar, one in Tarleton Street, another in Manchester Street along with my favourite in Great Charlotte Street then another one was opened in Dale Street which was rather posh downstairs and very posh upstairs with leather armchairs contrasting sharply with Charlotte St, which had no chairs at all in the middle of the floor but seats all round the walls which were very early taken up by the middle aged regulars who all seemed to have red noses, even the ladies!!

I’m not sure when Moorfields closed wouldn’t argue too much with your date of the 1980’s but it was well missed in that area.

Christine I remember buying Aussie whites in your Dad’s pub, he used to keep a stock of it to stop some of his customers making the short trip to Moorfields and keep them in his pub which was a very lively pub to be in, again with some funny characters keeping us well entertained, very happy days indeed.

Bill Gall
69 Posted 08/07/2022 at
Like I previously stated, you have to be successful especially in European competitions to be more marketable. Its no use having outlets in Europe and the USA to sell shirts from a club that most people only see when Everton are playing against the top 6.
Man Utd are the ground breakers abroad because of their success at home and in Europe Chelsea followed after their takeover by Abramovich and winning in Europe, followed by Arsenal, Liverpool and Man City. They all have the same exposure of winning in European competitions that over the last 10 years or more have been televised world wide,Everton have to go back to 1985 for success in Europe.
The most incompetent part about Evertons marketable division is the lack of exposure locally and in the U.K. If you cant keep a supply of Everton shirts in all sizes from youth to adult in a supposed flagship store, then whoever is in charge should be fired. We are talking about a club that will cost a billion to buy, surely keeping a store fully stocked with memorabilia will not break them.
Alan McGuffog
70 Posted 08/07/2022 at
Dave there were six in all, as you say. One summer we had a phase of going in all six, on a Saturday night. One week, I excused myself, a couple of the chaps did the " run", against the clock. A large Dock of white in each one at a time of 28 minutes.
Aussie white...dear God, it was terrible stuff.
Kim Vivian
71 Posted 08/07/2022 at
Success creates like one of those optical illusions where the staircase keeps going upwards and upwards (or downwards and downwards in our case). Good successful marketing leads to a stronger financial position - leads to a stronger squad - leads to success - leads to stronger marketing potential etc etc. Read that in negative/reverse for Everton sadly.

ManU and the RS seem to be the masters of this to me. Common denominator? American owners.

We know that the Yanks are the peers in this game (marketing) so I was quite encouraged by the recent takeover gossip notwithstanding the adverse chat around the consortium. ManC by simply pouring money into the club have bought the success both on and off the pitch and sure as eggs is eggs when they falter, so will the fanbase and associated revenue unlike ManU.

It's really hard to be objective from within as Everton, definitely in a football context, is the biggest thing in our lives. I find it maddening that we are such small beer outside our own 4 walls whatever part of the country we live in and know that we can do better. My own business was marketing driven from the start and we established a high end reputation and quality product off the back of a well structured marketing strategy.

Surely it is not the beyond the bounds to expect a top drawer effort by our club. With common sense when one considers the amount of wasted wages that could have been invested in a high level marketing consultancy to get things going (we clearly don't have the human resources in house) we could be streets ahead of where we are by now.

Dave Abrahams
72 Posted 08/07/2022 at
Alan (70), good luck to your mates with that, five large in less than half an hour, definitely would have put me on my back.

As you say Aussie white was an acquired taste, I never acquired that taste, an auld fella I knew told me if I didn’t like it why drink it, he put me on to Barsak, not sure of the spelling, and that did me easier to go with pints of bitter later in the night!!

Ed Prytherch
73 Posted 08/07/2022 at
Dave and Christine,

I have good memories of Yate's Wine Lodge and Aussie White. I suspect that it is the same as the white port wine that Guy Clarke sings about in "Let Him Roll".


Joe McMahon
74 Posted 08/07/2022 at
Bill, agreed. Look at Spurs, they don't win any silverware, but have had several runs in the Champions League, including a final.

I'm sure the club could do some kind of marketing about Frank being manager. The highest-scoring midfielder in the Premier League era? But nope.

The way it's going for Everton at the moment, I can see Frank walking away and Bill's wish coming true as Rooney becomes manager.

Stephen Vincent
75 Posted 08/07/2022 at
Dave, Danny, Christine, I may be mistaken but when I started work in Castle Street in the late 70s I am sure that I remember visiting the Yates' on Tarleton Street, wasn't it called the Conway Lounge, and taking a large Schofield's lemonade bottle and getting it filled with Argentinian red for £1.50. If I don't remember correctly it is probably because I drank way too much Argentinian red back in the day.
Danny O’Neill
76 Posted 08/07/2022 at
1970s was before my drinking time, Stephen, but I do like a good Malbec. We'll share one next time we meet.
Kim Vivian
77 Posted 08/07/2022 at
Stephen - where in Castle Street? I was in Castle Chamber before moving south with the company in 1979. Also I honestly don't remember Argentinian wine back in those days. I know it's pretty prolific these days (they're actually the biggest wine producers globally, or were) but it was mainly beer for me back then. Did Yates' used to sell Theakstons? We used to have a couple or three Old Peculiars on a Friday but I can't remember where.
Dave Abrahams
78 Posted 08/07/2022 at
Stephen (75), I’m not sure of the name of The Tarleton Street wine lodge but I think they did have official names for each one but most people just called them Yates’s and then add the name of the street they were in.

Regarding the red wine that was sold I think it was referred to as lead in’ but never drank it myself.

Stephen Vincent
79 Posted 08/07/2022 at
Kim, I worked for NatWest in the Investment Department (above the Castle Street branch) from 1975 to 1979 before moving to a firm of accountants and then to London in 1981.
Jerome Shields
80 Posted 08/07/2022 at
The more I think of it, the more I think Everton's marketing strategy is based on Theatreland. Running a show once or twice a week. Charging in, selling programs and seats with different views, some interrupted by a pole. Advertisements inside.

A website giving us profiles of the management and players. A bit of a shop, some drinks and sweets or ice cream, poor ladies facilities. Staff that have been there years and look it, with younger relatives.

The show extends to the new Stadium, tours and videos. Everton on tour with pop-up stalls based on one-off shows. Trying to build smaller shows by satellite clubs. A website in one language, no overseas content, an extension of the program.

Self promotion of management and no interest in promotion beyond the theatre or modern merchandise marketing.

Christine Foster
81 Posted 08/07/2022 at
Dave 68# yes, Dad used to buy Aussie whites by the case load from Cairns and Brown, the wholesalers, in Sandhills. Many a time I would be sent to stock up. The Wedding House was a "tied" pub, all beer and spirits had to be bought through Tetleys but the landlords in the licenced visits soon put him right on that!

I remember too before microwave ovens were invented, Dad bought an infra-red sandwich maker, you had to buy special plastic bags to make a toastie, it was really popular!

I remember being sent over to Yates in Moorfields to "get" my granddad who had been there all day... it was a loud scary place to a kid! Parked in the corner was my grandad in his wheelchair... dead to the world on Aussie whites.

Christine Foster
82 Posted 08/07/2022 at
It shows such contempt for the club's marketing strategy that this thread is resigned to chat about Yates Wine Lodge and Aussie whites. If this club was in the States, it would be ridiculed for its efforts at brand promotion.

I stand by every word of my previous post @18: "It's not just about the shirt, it's about who we are."

Outside the UK, we are hardly known, an untapped generation in a global market. To be fair, I actually do give credit where it was due when James was at the club, see link below:

James Rodriguez Helps Everton Build On Americas Profile

We marketed him very well in the Americas and it raised our profile massively. I wonder if anyone could buy a shirt there?

Danny O’Neill
83 Posted 09/07/2022 at
I forgot about Aussie Whites. Shudder!

We have got such potential as a brand, Christine. Like you say, when we had Rodriguez, there was that period where I think Spirit of the Blues rocketed to number one on certain online music charts.

With all the clips of the supporters from last season and over the years, if marketed the right way, we have massive potential to get that brand out there if marketed correctly. Especially with being able to plug the stadium images.

People know who we are. They just don't know enough about us. Get it out there. Loud and proud.

I was about to say don't be a submissive 1860 Munich in the shadow of Bayern, be more of a noisy neighbour Manchester City who challenged and surpassed Manchester United.

But no, we are not going to be noisy neighbours. We are the landlord. It's our city and they are the Tennants in OUR city.

Wayne Redge
84 Posted 09/07/2022 at
Marketing a football club is surely about showing what pride supporting the club can give you as a fan. I think this is often less to do about football (I say this as an Everton fan under the age of 30…) and more to do with what the club stands for. The club does this really well with EitC.

The fact that we have just entered back into a deal with a betting company, when we've already admitted that it was not the right thing to do in the past, just shows that this isn't considered at most levels and departments aren't talking to each other.

Yesterday, I saw pictures on Twitter of fans who had received new Everton shirts with the club crest printed on wonky and the outlines of the printing stamps clearly showing. That doesn't scream “pride” to me.

I completely agree with this thread and posts that the lack of shirts for sale is shocking. However, even if the marketing department aren't up to it, I wouldn't want their job as the rest of the club is making it really hard for them to send any of the right messages. Maybe the club and departments within need to show a bit of pride in their own work before marketing can even really come into it.

Steve Carse
85 Posted 09/07/2022 at
Alan (70), I well remember that Yates's race (the early 70s I think). I too finished in around 28 minutes, but in my case it was on my back outside the Moorfields 'outlet', having passed out after consuming 'just' 3 or 4 of the required 6 docks. I was then carried to the finishing line.
Dale Rose
86 Posted 09/07/2022 at
Steve @85.

Always remember the sign they had on the wall in there. "Wine is a good servant but a poor master". I understood that after my Psychedelic yawn in Moorfields.

Alan McGuffog
87 Posted 09/07/2022 at
Another little motto they had in one of them: "Moderation is true temperance"
A sentiment wasted, somewhat, on the clientele therein.
Bill Gall
88 Posted 09/07/2022 at
I think the motto should have been "A fool and his money are soon parted".
Dave Abrahams
89 Posted 09/07/2022 at
My last one on Yates's Wine Lodges: on the six o'clock news one night in the sixties about the budget announced that day. “And finally good news for the people of Liverpool, the wine has been reduced from 10d to 8d a shot” –that's from my memory bank.

I think it illustrated that Liverpool had more Yates's Wine Lodges than anywhere else in the country!!

For younger readers, that 10d and 8d was old money, it would have been around 4p and 3p today, so see how cheap it was to get bladdered those days.

Tony Abrahams
90 Posted 09/07/2022 at
That explains a lot Dave!
Alan J Thompson
91 Posted 10/07/2022 at
Some years ago, when living and playing football in Sydney, I went to see the film Educating Rita.

I mentioned to a friend and teammate who came from somewhere off Scottie Road that at one part of the film Michael Caine as the don/tutor asked if anyone knew anything about Yeats and the Julie Walters character replied that she'd been in his wine lodge.

I said that I was the only person in the cinema who laughed and he said that the same had happened to him. As they say, they can take you out of Liverpool....

Jim Lloyd
92 Posted 10/07/2022 at
Danny (#60),

He was right, Everton is the highest point of the City and the birthplace of our club and our history, as we all know. Does the club fanfare it? No Chance! This was the home of one of the oldest and, until around 30 years ago, one of the greatest clubs in England.

I'm nipping down to the car bootie now, see what bargains I can get; but I'll just say this until I get back:

Bill Kenwright has done more to cripple our teams, our club, and our history, than any other factor in our history. The fact that there are so many people who know about Everton FC is down to the many Evertonians who are and have been, great ambassadors.

Everton, its roots, its history and great supporters, are not because of Kenwright – but in spite of him.

Jim Lloyd
93 Posted 10/07/2022 at
ps: I'll add that I should be ecstatic that we'll soon be in the new stadium at Bramley-Moore Dock but I worry that, if he's still around as Chairman, we'll throw away a golden opportunity to break out of the stupor we've been in for decades.
Danny O’Neill
94 Posted 10/07/2022 at
Taking back the city JIm. Taking back our club.

Our club.

The city is ours. Everton is ours.

Mike Hanlon
95 Posted 11/07/2022 at
The sentiments in the article and various comments are so true. On a recent visit to the city centre I had to pass by Jurgen’s Bar at the Pier Head; Church Street awash (dirty more like!) with stalls selling RS paraphernalia; coming out the side door of M&S onto a side street, I was faced with a mural of many of their players. Not to mention their big store in L1.
Even in the dark days of the ‘70s or early ‘80s, the presence of Everton was more visible in shops, not just in L’pool but further afield.

The people in our Club need to stop thinking small-time and start maximising opportunities. Not just to make money, but to make us fans feel more valued. Fans in Merseyside, and further afield. It’s been said many times how we’ve missed out in Ireland, America and Australia in recent times. This is just one of the many reasons why the Board should be held to account. Investment and a forward looking, professional new broom is needed.

Barry Hesketh
96 Posted 11/07/2022 at
I was watching a re-run of a decade or so old BBC comedy/drama over the weekend and the name Everton was linked in the plot, one of the characters explained that it wasn't the football club but a family name that was involved in the investigation by stating "it's not the Everton, near Liverpool", perhaps it was made during the period we were going to move to Kirkby, but in reality I think many many people think that Everton is a place somewhere up North near the city of Liverpool. Hopefully, the new stadium will give the club the profile it and the fans deserve.

The Echo have no designated Everton FC news link button, today. they have relegated us to the "More" button, not important to regular visiting Evertonians but another example of the way the Echo's owners view the club.

Stephen Vincent
97 Posted 11/07/2022 at
Mike #95, I know the mural you mean (More Salad) and it annoys me so much that I may take a can of blue spray paint with me one night.

I really like the idea, put forward by a few, for a Blue Walk along Regent Road from the tunnel exit right down to the new stadium at Bramley-Moore Dock. Could be spectacular.

Brian Murray
98 Posted 11/07/2022 at
The new stadium at Bramley-Moore Dock and all it involves, Class venues Titanic new bars, eateries and plazas. Plus no doubt the Nelson Dock area and all the 10 streets also from James Street the four-mile to Bramley-Moore Dock has totally no place – and I mean no place for the likes of Denise. Its potential and vision is totally foreign to her and her employer. Let the new Everton commence.
Alex Parr
99 Posted 11/07/2022 at
Heard a rumour on ToffeeTV that Nelson Dock is up for sale by Peel Holdings and is going to be filled in?

This is part of the great Dan Meis drawings, the water feature, so to speak, in front of the South Stand, am I right? That will be a nightmare if that is filled in as it was a part of the beautiful aesthetics of the overall design.

Watch the club stand by and do nothing, it'll likely end up an Aldi or another RS superstore.

Brent Stephens
100 Posted 11/07/2022 at
Alex, kick the club because of a rumour, and then an assumption of what they might or might not do?
Alex Parr
101 Posted 11/07/2022 at
Brent, yes, afraid so.

Firstly, apologies, I used the word 'rumour', I could've sworn Baz on ToffeeTV said it IS up for sale by Peel Holdings but I can't find the link video now??

Re "kicking the club", I'm surprised you'd find my comment overly critical given some of the posts in the thread. The club are extremely poor at marketing and as mentioned earlier, the new stadium at Bramley-Moore Dock is a marketing opportunity and a chance to make a big impression if done right.

The club have done fantastically well getting where we are now with the stadium, I'm genuinely thrilled about it. But the stadium is just part of that project. I feel if Nelson Dock were bought and filled in, it would ruin a large part of what is going to make the new stadium project unique. Look back at the photos and tell me I'm wrong.

Also, ask yourself, do you have faith in the club to get the whole project right – bearing in mind it's more than just a stadium?

I believe the lack of kits outside the official stores (ie in Sports Direct, John Lennon Airport etc), is down to the Kitbag deal. I'm happy to stand corrected on that.

Stephen Vincent
102 Posted 12/07/2022 at
Alex, you are absolutely spot on about the Fanatics deal, that is kind of the point of the whole thread.
Brent Stephens
103 Posted 12/07/2022 at
Alex, I made a point about kicking the club for something they might or mght not do in the future. I'd be more comfortable if we kicked them, justifiably, if and when they "stand by and do nothing". That is kind of the point of my comment.
Steve Carse
104 Posted 12/07/2022 at
Get a train to Kirkdale and take a note of the road signage as you walk towards Goodison Park. You will see something which reflects where we stand in the city.

For you will pass a number of direction signs as you walk along. None point to Goodison Park, however. They indicate the whereabouts only of 'Anfield Stadium'. Trivial perhaps, but telling.

John Raftery
105 Posted 12/07/2022 at
This has been a recurring theme on these pages for many years. I must admit it does grate with me seeing the local stations plastered with stuff about our neighbours. The initial demand for our shirts always seems high but usually by November they are heavily discounted in Everton Two and One.

I don't know to what extent better marketing would improve sales. Our lack of success on the field, the absence of any sort of European profile in recent years and the failure to reach Wembley in the domestic cup competitions must make our stuff harder to sell even for a company specialising in sportswear retail.

Simon Lloyd
106 Posted 13/07/2022 at
To be fair Steve (104), the signs will be for the foreign/southern RS fans who don't know the city :)
Matthew Williams
107 Posted 13/07/2022 at
I've just bought five retro 1990s shirts from the Scoredraw website and, lo and behold, our club are selling the same exact shirts for a fiver more!

Typical Everton that... our board must go before the season begins... useless greedy pricks!

Michael Kenrick
108 Posted 13/07/2022 at
But Matthew, I assume you want the club to be successful? That means being financially successful in this day and age.

And that means not selling things short... in fact maybe charging a little extra – if fans are willing to pay?

After all said and done, you do want us to be in a position to compete with the richer clubs, don't you?

Or maybe you don't because that makes them, in your eyes, "useless greedy pricks". Even if the money goes toward better players, better facilities, a better Everton FC?

But there's always EitC right next door. It seems the club and the charity have become irrevocably conflated.

Matthew Williams
109 Posted 13/07/2022 at
Of course, Michael, but in the harsh times we're living in... why pay more than you need to? With the £25 I've just saved myself, I can now buy the most beautiful Blues shirt of them all... our 1978-1982 home shirt, the Hafnia one with the diamonds down the sleeves!

I truly believe that unless our boardroom leaves very soon, we'll just plod on and continue to make up the numbers in the Premier League. The club needs a new broom, a total reset in order to rise from the ashes of the Moshiri reign and Kenwright's total neglect.

Andy Crooks
110 Posted 13/07/2022 at
What is Aussie White?
Alan McGuffog
111 Posted 13/07/2022 at
Andy... rid your mind of any ideas of a chilled Sauvignon Blanc. It was a fortified sherry type plonk more often from South Africa.

It was okay but you wouldn't want to get it on your clothes…

Barry Hesketh
112 Posted 13/07/2022 at
Perhaps the club is starting to take note of its position and is taking some, albeit small steps to addressing some of the marketing issues of the past.

The club appointed Dixon Baxi on the strength of its AC Milan rebrand, which Dixon says was “very successful at reaching fans globally”. Everton FC detailed a similar ambition in the initial brief – to reach fans outside of Merseyside from across the world.

“Another thing they liked about the AC Milan rebrand was that we’d gone beyond just sports branding and focussed on the heartbeat and ethos of the club,” adds Dixon. Using this same strategy for the Everton FC project, the studio says that it spoke to fan groups and carried out workshops, during which the idea for the tower motif emerged.

Dixon says, “We knew that St Rupert’s Tower as a piece of iconography was important to the fans because that’s what they told us.” He describes the tower as an “anchor for the design system” which is also a subtle but knowing nod to the club’s history.

Everton FC rebrand

I would argue it is the small things which annoy many fans, not being able to buy tickets on the first day of sale due to some computer glitch, not being able to see as many of the underling teams in action - when it is permitted, far smaller clubs than Everton FC don't seem to have a problem making things work properly, so there are no excuses.

Dave Abrahams
113 Posted 13/07/2022 at
Andy (110), you’ve just reminded me of another Yates Wine Lodge, the one at the bottom of Liverpool Precinct where I met you on the day of the Man. Unt. game, you were just finishing your breakfast which you had with nice big pint of bitter, lovely!! Then we got the bus to the beautiful 4-0 game.
Dale Self
114 Posted 13/07/2022 at
Andy 110, isn't Aussie White when you drink so much beer that you've got white pee?
Brian Murray
115 Posted 13/07/2022 at
Kitbag equals selling yourself short... equals no vision... equals terrified of a worldwide fan base (potentially)... equals embarrassing low-key low-income sponsorship.

Besides all of the above, as long as Frank and Co don't walk, we are onto something... haha.!!! Failing that, get pros in or cock a continuous deafen on your yacht, Moshiri.

Unbelievable. Only Everton.

Tony Mace
116 Posted 13/07/2022 at
Barry @96

I did bring this up with the red ECHO some time ago. I put forward the simple idea that it should be done in alphabetical order - EFC then LFC.

I was told it was based upon how many views and comments each club got however for example when news about the new EFC stadium broke which generated hundreds of thousands of views and comments far outweighing that of the RS news threads - needless to say, nothing changed.

Its a red rag and full of nonsense. I simply choose not to read it anymore.

Tony Mace
117 Posted 13/07/2022 at

If memory serves - it came in a glass like the ones you got water in at school dinner.

Today this liquid would need to be kept in a COSHH cupboard.

Justin Doone
118 Posted 14/07/2022 at
We all know this and that our marketing is non-existent or a complete shambles.

We are a Premier League team in many ways but continue to be run by a short-sighted, half-arsed or uninterested board.

We appear to be run by people who believe in luck and good fortune rather than good work or best-in-class people.

These things take time but, after decades of being a Premier League team, we haven't acted upon it.

Michael Kenrick
119 Posted 14/07/2022 at
More on this Everton Rebranding that Barry @112 flagged:

To rebrand Everton FC DixonBaxi overcomes the responsibility of doing the fans justice

How important is branding? Barry suggests it's all the little things the club keeps getting wrong at fan level that are really important. You read this stuff and you have to wonder if this "branding" business isn't just a wankfest for the career professionals to gloat over...

Christine Foster
120 Posted 14/07/2022 at
Michael, 119 # I couldn't agree less. How well is Liverpool marketed and branded? How well are Man Utd, Man City, Spurs and Chelsea marketed? It's not just the merchandise in the shops, it's advertising income, it's club awareness in the media, it's attractiveness to fans, to sponsors' to players etc.

When Ancelotti was on board, his name and presence were marketed, the awareness levels globally raised by a significant amount, how we were thought of by players, by other teams, by media, by fans, was raised by the new profile. It was a flash in the pan as he left before we could build on his profile.

In short, the "Brand Everton" was increased in popularity, respect and awareness. As a PR exercise alone, it was up there. Our "Brand" is who we are and how we are seen.

Small stuff? No merchandise in shops, no brand awareness, no income. Economics of supply and demand. No one cares if they don't stock Everton shirts because no-one outside Liverpool knows about us except the fans.

Danny O’Neill
121 Posted 14/07/2022 at
I don't think we need to change the brand.

We need to use and expand it. Build on it. We have a brand. We are known but we don't use it enough. We don't put it out there.

I know we have the crest and many got agitated when we changed the crest on the kit in that Nike / Martinez season, but I don't care too much for what is on the kit.

In my lifetime, we didn't even have the badge on the strip until the 80s if I recall; just "EFC".

The crest will always be there but I like the idea of modernising and I actually like that simplified Prince Rupert's Tower. I'd have it on the strip somewhere. Very subtle, very Everton.

Brian Murray
122 Posted 14/07/2022 at

Even the stall holders in the city don't bother stocking any Everton or maybe a token gesture in a small corner. I always stop and ask them have they any Ancelotti tee-shirts. Ha ha, small victories to see the gobs on them.

I'd love to know is it really lazy or just plain incompetence and no vision at all by the club. This is why it's crucial before we move to the new stadium at Bramley-Moore Dock that we have new people in and don't waste another big opportunity to really push our name.

Even non-football fans are nudging each other as they pass the new stadium on the train as it's all taking shape and getting bigger.

Michael Kenrick
123 Posted 14/07/2022 at
Nah, Christine, there's only one thing that will successfully "market" Everton.

That's winning matches and trophies on the pitch in the game of football.

All else is secondary and of zero impact to anyone who matters or cares without that absolutely vital "performance indicator".

Brent Stephens
124 Posted 14/07/2022 at
The original issue in the opinion piece is about merchandising; the lack of availability of club shirts etc in various outlets. I suspect that, in Everton's case, we might be able to improve our merchandising.

What I'm less sure about is whether "the brand" (and, through that, merchandising) can be significantly developed without success on the pitch. (Hardcore) fans might buy the merchandising (if available), regardless of success on the pitch, and for them 'brand' might not be an issue.

Merchandising is unlikley to attract new fans. Have all the overseas fans of "the other lot" latched on to them because of merchandise? Or have they latched onto that club through its success on the pitch; and only then bought the gear?

To a large extent, success strengthens brand; and a strong brand strengthens merchandising.

Philip Bunting
125 Posted 14/07/2022 at
When the majority of people now order online, is the need for having shirts in shops that important these days? To the fan, I can't see what the issue is. If I order a shirt, it will arrive in a few days anyway.
Stephen Vincent
126 Posted 14/07/2022 at
This is just a personal opinion and I have no evidence, but I think that a large part of the problem is that the club and Fanatics are completely disjointed. The club thinks “Well, we will get our £3.5M every year and, no matter how proactive we are, that is not going to increase.” Fanatics is not aware of things that are happening within the club or events that could affect sales, so do nothing.

The fact that there is no advertising in the City Centre for the new Everton kit means that undecided kids or tourists (and there are over 2 million to Liverpool each year) can't choose an Everton shirt. The 5 million travellers who go through John Lennon Airport can't make an impulse buy when they are going abroad, the knock-on is that there are fewer Everton shirts on European beaches.

We have had opportunities over the years which have been completely ignored by the club, presumably because they cannot increase income. Fanatics are completely unaware that the opportunity exists.

The 2014 World Cup has already been mentioned (Tim Howard and Tim Cahill), I remember Justin Bieber being photographed in an Everton shirt, Amanda Holden for God's sake.

The club's attitude (If I'm correct) is so blinkered it is untrue. Surely the way to get a better deal from Fanatics is to sell more shirts.

Danny O’Neill
127 Posted 14/07/2022 at
I suppose the 2 go hand in glove.

Success builds brand. Brand is built on success.

You can only dine off your historical success for so long before you become the next Woolworths (to use a High Street analogy). Okay, that's dramatic and not happening to us.

We still have a marketable brand. A huge fan base. And I am convinced with even the slightest of success, we would attract a new and broader support base to complement the magnificent one that has single-handedly kept this club in the spotlight. People outside the city of Liverpool are fascinated by us. It wouldn't take much to build on our heritage and existing brand.

Yes, people do a lot of their shopping online now and that is effectively the new virtual High Street so it is important to have the online presence.

But to my High Street or Retail Park analogy, Sainsbury's, whoever – it's still equally important to have a physical presence. Put the brand out there so people see it. Be visible in prominent places such as high streets, city centres, airports etc.

A new flagship store in the city centre. The road to Bramley-Moore Dock decked in blue. Paint the town blue. Take back the city. Then global expansion.

Tony Abrahams
128 Posted 14/07/2022 at
I remember a Liverpudlian saying words to that effect, Danny, when he was bemoaning the fact that Liverpool had missed a massive trick by not building a stadium on the waterfront.

He told me he would never say it to the Evertonians in his family, but everywhere he traveled, people used to praise Everton because of their unbelievable away support.

He told me, people used to tell him it was understandable Man Utd and Liverpool constantly selling out their away allocations, because they compete for honours (this was about 10 years ago) but Everton haven't won a sausage for 27 years now, and getting a ticket for most away games is still virtually impossible.

John Raftery
129 Posted 14/07/2022 at
Brent (124) Agreed. Sales of merchandise will only increase substantially when we are successful on the pitch. Otherwise we are just playing at the margins.

Phillip (125) Agreed. This is especially true for the younger supporters, who ought to be the priority target for future growth. And most grandparents are now comfortable using online purchasing.

Brian Murray
130 Posted 14/07/2022 at

Your belief is that basically we are doing all we can off the pitch and it's no use trying to increase our footprint in the city and globally until we are successful on it. Well, to me, that's a no-no and another no.

This board adores and would embrace that attitude because it gets them totally off the hook to be creative professionals with a vision.

I've said on another post that as the new stadium gets bigger and bigger, especially people looking at it on the train network (I see and hear them all the time). We just can't have people out of their depth to take us there – otherwise, it's the Everton Way again. Play it down, it's just little old us.

[Just my opinion.]

Brent Stephens
131 Posted 14/07/2022 at
Brian #130 "John. Your belief is that basically we are doing all we can off the pitch and it's no use trying to increase our footprint in the city and globally until we are successful on it."

Brian, that's not at all what John has said. I don't think anybody is saying we're doing all we can off the pitch, nor that there's no use trying to increase our footprint until we're successful on the pitch. It's a question of not expecting great returns from merchandising until success kicks in – but still squeeze out as much as you can in the meantime.

Rob Halligan
132 Posted 14/07/2022 at
Danny and Tony. I was out walking the dog yesterday along Menlove Avenue, and not far from John Lennon's house, when I was suddenly approached by three people, clearly lost, or wanting directions. As it turned out, they were looking for Paul McCartney's house, just off Mather Avenue.

To cut a long story short, I decided to walk with them rather than try and explain the way to go, as it was obvious they couldn't understand me. Anyway, turns out they were Portuguese, from Lisbon.

I was wearing an Everton tee-shirt which one of them recognised and tried to tell me we were lucky to avoid relegation last season, but he did watch the Crystal Palace game on TV, which he said was very exciting, and the crowd were amazing.

So you never know, we may now have three new fans in Portugal?

Mike Gaynes
133 Posted 14/07/2022 at
Hey, we have a shirtsleeve sponsor. US company, name not yet revealed. That should be enough to buy a round of beers and crabcakes in Baltimore.
Danny O’Neill
134 Posted 14/07/2022 at
You keep recruiting, Rob. I am always converting people and christening them into the fold. I used to like going to Calderstones Park and Camp Hill. Nice part of the City.

As the song goes, Tony. We are respected wherever we may go.

To repeat myself, people and football fans in general; they are genuinely curious and intrigued by our madness. God help them when we're successful again.

I'm actually having a tough time trying to educate the young barman in my local on Liverpool as he claims to support them. But doesn't know much about them.

Phil Gardner
136 Posted 26/07/2022 at
Peter @17.

I have followed the Christopher Ward Watches (and Mike France's) tie-up with Everton very closely. Their watches are superb and as good value and quality as you can buy. The two main men and founders of the brand were Mike (staunch Blue) and Chris Ward (staunch Red) both from the Liverpool area.

12 months or so before Covid hit, Chris cashed his chips in with the company and started Tribus watches. He signed a sponsorship with LFC to the tune of around £7M! The logic ran that they were in their pomp, had a huge global fanbase and the deal couldn't fail.

Tribus then brought out a series of watches including LFC branded watches (EPL Champions models) and a tie-up with Jamie Carragher amongst others. Unfortunately for Chris Ward, Covid destroyed the thrust of the launch and the company went into administration. The watches became available at up to 80% discounts in the associated fire sale. (I bought a few!)

Now I'm not being unfair here, but some of us watch geeks who are Blues couldn't help but smile when, as soon as Tribus struggled and failed, that wily old fox, Mike France, announced a tie-up between Christopher Ward Watches and Everton FC. Was he wisely seizing the moment as Everton fans got the club some welcome attention while simultaneously thumbing his nose at Chris himself who will be less than thrilled, as a rabid Red, with having his name plastered all over Goodison Park and the new stadium at Bramley-Moore Dock?

Both great guys incidentally, send my regards to Mike.

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