Dan Plumley: New Everton stadium naming right deal will be lower than £30million
We’re delighted to welcome football finance expert Dr Daniel Plumley as our exclusive columnist. Each week he’ll be giving his views on the biggest talking points at Everton...
Dan Plumley has insisted that Everton will get less than £30million as they look for new stadium naming rights after Alisher Usmanov’s agreement disappeared after cutting ties.
The Finance Expert admitted that it is really tricky but the Usmanov deal was likely inflated due to his relationship with the club and Farhad Moshiri.
Elevate Sports Ventures have been appointed to help produce a global search for the new stadium naming rights partner for the Bramley-Moore Dock site.
“I think you have got look at less than that,” he exclusively told Goodison News.
“The £30million was high, even as a one-off payment, and we’ve seen this before with naming rights deals, what’s the value in it? It’s really tricky. Then, you have to look at who is buying it and what the links are, you could see the link between Usmanov and Everton there so I do think that the £30million was inflated.
“I can’t see many other companies paying that right now – I know it’s going to be a world-class stadium, and it will raise the bar again in the United Kingdom, but I think it will be lower than £30million.
“Providing you are in the Premier League, it will still be a good, very lucrative deal, but I don’t think it will be that high and will be lower than that.”
Usmanov paying £30million obviously would have been huge for the club in a financial manner, but cutting that relationship due to his ties with Russia was obviously the right move.
Hopefully, with the new partnership with Elevate Sports Ventures, that fee can be kept quite high, but it is unlikely we will seeing another deal worth that much coming to Everton.