Everton’s move to a new home on the banks of the River Mersey will see them open up a myriad of revenue streams that previously weren’t available.
Selling the naming rights to somewhere as iconic and engrained into the fabric of the football club as Goodison Park was never an option, just like it hasn’t been for other clubs bound by tradition to their stadiums.
But for Everton, what is currently known as Everton Stadium will likely have a different moniker by the time the club moves into its new 52,888-seater abode in time for the 2025/26 season.
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On Thursday, the Toffees’ chief commercial officer, Richard Kenyon, updated fans via the club’s official website on a number of commercial issues, including the stadium naming rights partner, with Kenyon describing “good progress” having been made in the search.
Back in 2022, Everton engaged US firm Elevate Ventures to work alongside the commercial team at the club to try and find a partner for the stadium, with Elevate having delivered on finding sponsorship for stadiums in San Jose, for the Earthquakes MLS team, and for the Pittsburgh Steelers NFL team.
There are differences between the UK and US stadium naming rights market, with the value of such marketing inventory far higher in the US due to greater visibility of brands through lack of competition, while big businesses that reside within the states of the team whose stadiums they sponsor has largely been the trend.
Daniel Haddad, head of commercial strategy at global sports agency Octagon, believes that Everton made a smart move in partnering with a firm like
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