Everton provides an update on new stadium naming rights partner as a historic agreement approaches.

When it comes to finding a stadium naming rights partner for their new Bramley-Moore Dock home, Everton is “making good progress.”

The 52,888-seat stadium on the banks of the River Mersey will host the Toffees when the 2025–2026 season gets underway. Currently, the commercial team is concentrating its efforts on securing as many important partners as it can, including a partner for the stadium’s naming rights.

Everton and former club partner USM had a £30 million arrangement in place before to the sanctions imposed on Russian companies and persons operating in the UK as a result of the armed invasion of Ukraine in early 2022. The deal gave USM first dibs on the naming rights to the new stadium.

But because of their connections to Russia, USM, Yota, and MegaFon were removed as Everton sponsors, forcing the team to start anew.

The first stadium naming rights partner the Toffees have ever had, Everton enlisted the assistance of US company Elevate Sports Ventures in October 2022. Elevate has experience working with US sports teams like the Pittsburgh Steelers (NFL) and San Jose Earthquakes (MLS) to secure profitable and long-lasting stadium partnerships.

Richard Kenyon, the chief commercial officer of Everton, updated supporters on the team’s business ventures and discussed the stadium naming rights hunt on the club’s official website on Wednesday.

“As we search for a suitable partner to capitalize on this exceptional opportunity, we are continuing to make good progress with stadium naming rights,” stated Kenyon.

The goal of this comprehensive and worldwide procedure has been to identify the ideal long-term naming partner for our new house.

“I’d like to take this opportunity to express my gratitude to our club partnership team and our commercial partners Elevate for their efforts in securing partners for our current partnership portfolio, which continues to benchmark favorably against our peers, as well as for their work on stadium naming rights and founding partners to date.

Significantly, there are businesses in our portfolio that align with a lot of our principles. Among them is Christopher Ward, our official global timing partner, who has improved their relationship with us and is now offering Everton Women invaluable extra support. The well-known British watch company is creating offers for women’s team’s expanding fan base that are too good to pass up, and their emblem is now visible on the back of Everton women’s shirts.

“Earlier this season, we also added FIGS, a progressive, community-oriented US-based healthcare apparel and lifestyle brand, to our portfolio. On game days, you’ll have noticed FIGS’s branding on the uniforms of our medical staff. FIGS has demonstrated a dedication to both Everton and Everton in the Community, and we are incredibly appreciative of the contribution they have made to the charity ahead of its birthday fixture against Crystal Palace next Monday night (February 19).

“Lastly, I want to express my gratitude to all of our partners for their steadfast support of the Club—especially Stake, who continues to be our primary partner—and I look forward to collaborating with them during the move to our new location.”

Stadium naming rights can be very profitable, and since the team isn’t restricted by custom when it comes to leaving Goodison Park and relocating to a specially constructed new stadium, the boost would be ideal for the team.

In the United States, stadium naming rights agreements typically span ten to twenty years, providing sports clubs with the opportunity to secure guaranteed revenue for an extended duration.

The financial firm spent about £500 million for the right to rename the SoFi Stadium in Los Angeles. In another deal worth £565 million, the Staples Center in Los Angeles was renamed the Crypto.com Arena in 2021.

Even while Everton may not be able to draw in crowds like that, they will have access to a new source of income that was previously unattainable and a cutting-edge stadium that will rank among the best in all of English football. A stadium with multiple uses is a valuable proposition to commercial partners wanting exposure on a global scale.