Sponsorship Speculations: Which Industries Could Sponsor Everton’s Bramley-Moore Dock Stadium? by Gary McCarty 7 October, 2024 Following Dan Friedkin's impending acquisition, Everton can now concentrate entirely on Premier League safety and their move to Bramley Moore Dock. Building Back Stronger: Bramley-Moore Dock Everton's last campaign at the historic Goodison Park, where they have hosted games since 1892, started poorly, to put it politely. Sean Dyche's team lost its first four Premier League matches, and it was all doom and gloom from onset. However, unbeaten in their last 3 matches, including the triumph against Crystal Palace spurred by Dwight McNeil, have fostered a sense of hope among the blue side of Merseyside this term. More imperatively, Friedkin has notably decreased Everton’s debt and seems to have allocated resources to develop Bramley Moore Dock. Goodison Park presently yields around £1 million every matchday, ranking among the lowest per capita returns in the Premier League. Bramley-Moore Dock is anticipated to at least quadruple that amount, but the advantages are both commercial and strategic, in addition to revenue generated from admissions.The stadium's naming rights are its most significant asset behind ticket sales, with several firms potentially vying for them. Naming Rights Contenders Everton has received proposals from entities seeking to acquire naming rights for the club's future stadium. In recent months, bids have been submitted to the directors, with commercial head Richard Kenyon indicating that "good progress" is being achieved on the issue. Let’s examine some industries and firms fighting for the naming rights of Bramley-Moore Dock. Toyota The new owner, Friedkin, has been portrayed in the media as a magnate with a passion for Hollywood; nevertheless, his most profitable enterprise is his affiliation with Toyota. The Athletic recently indicated that it would be unexpected for Everton not to establish a partnership with Toyota in some form. Considering the Japanese automotive manufacturer's extensive experience in the naming rights sector, it is certain that a naming rights agreement has been at least contemplated with Everton. Qatar Airways Qatar Airways has secured a significant sponsorship agreement for the Champions League over the next five years, further advancing its presence in the sports sponsorship arena. Under Moshiri's leadership, Everton has discussed a prospective naming rights agreement with Qatar Airways. Considering the connections to the Qatari government and accusations of sportswashing, this may be seen with scepticism among Everton fans. However, with Everton hopeful of finalising a £15 million annual agreement and CEO Colin Chong indicating that any partnership will span a minimum of ten years, the potential £150 million may be too advantageous to decline. The Casino Industry Everton's overall sponsorship earnings for the 2023/24 season exceeds £44 million, with the largest individual investment being from Stake.com, valued at around £15 million annually. From a monetary standpoint, and although no casino/gambling firms have been named in the list of firms interested in Everton’s Bramley-Moore Dock naming rights, one has to believe their partnership with Stake.com is a huge sign that online casinos are unquestionably viable when it comes to any form of sponsorship. Furthermore, a company already in partnership with Everton is probably more likely to receive the naming rights deal to the new ground. Red Bull Although several industry insiders have said that the Austrian firm may be in the running, Red Bull may be an unconventional choice. This month, Red Bull established a huge deal with Everton and numerous other corporations. The inclusion of 'Red' in the title of a stadium associated with Everton would certainly provoke strong discontent among fans, as the colour is associated with Liverpool. However, Leeds United had a similar predicament in their rivalry with Manchester United, yet they have invested in the energy drinks firm and designated them as front-of-shirt sponsors. A Friedkin-Owned Company Friedkin owns many prosperous enterprises in the real estate, media, and banking industries, including AS Roma. Some of his most prominent assets are Congaree, CSFG Group, Augberge Resorts, and Imperative Entertainment. With Friedkin allegedly considering the sale of Roma, he would possess the liquid assets to inject further commercial funds into Everton through sponsorship from one of his enterprises, which offers some additional food for thought. What’s next for Everton’s stadium naming rights hunt? Everton's pursuit of a stadium naming rights partner continues and presents a potentially profitable possibility valued at tens of millions of pounds. The idea is that any negotiated agreement will be a long-term arrangement, including at least the initial decade of football at what is anticipated to be a landmark waterfront facility. In 2022, the club enlisted the US business Elevate Ventures services to collaborate with the commercial team on the hunt. Elevate had previously assisted in securing sponsorships for stadiums associated with the Pittsburgh Steelers NFL team and the San Jose Earthquakes of the MLS. The pursuit started following the club's cessation of negotiations on a £10 million-per-year, 20-year agreement with USM Holdings, associated with Alisher Usmanov, after the oligarch faced sanctions subsequent to Russia's invasion of Ukraine. Kenyon, the club's chief commercial and communications officer, provided an update on the project: "We have made significant progress regarding stadium naming rights, with proposals submitted to our board of directors in recent months. Our supporters will understand the necessity of selecting a brand that aligns with the club's long-term vision since any agreement is expected to last at least 10 years.”