Everton to secure one of biggest deals in Europe after £200m Bramley-Moore Dock reveal

Everton can secure one of the biggest stadium naming rights deals in Europe at Bramley-Moore Dock, according to football finance expert Dan Plumley.

 

The Toffees are set to move into their new ground ahead of the start of next season and it has been suggested they could secure a 10-year deal worth £200million if they sell the naming rights [Kieran Maguire, 14 October].

Although that would be one of the biggest deals in Europe, Plumley insists the deal would likely include performance-related clauses that could see the value cut in half in the event of relegation from the Premier League.

 

“I think it’s a really interesting question,” Plumley exclusively told Goodison News.

 

“If it is £200million over 10 years, if they can pull that off it would be one of the highest figures we’ve seen even across some of the European markets.

It is a very good figure if it gets to that point but what I think you’ll probably see around the edges and we’ve seen this in other contracts as well is that it will be structured around performance-related issues.

The prospect of partnering with Everton as a brand and as a historical football club is a good one. The prospect of having your naming rights on a brand new stadium that is state of the art and despite all the problems we’ve seen with funding and finance when getting here, it’s going to be a phenomenal stadium.

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“So there are a lot of positives that you’d factor into that deal. What I’d be doing if I was looking at becoming the naming rights partner is structuring in some clauses that might reduce that fee per year off the back of relegation for example.