Finance expert: 'Lucrative' Everton stadium deal on the cards after high-level Farhad Moshiri talks
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...
Everton could be looking at a deal worth at least £6.1million-a-year if they sell the naming rights of the new stadium to Qatar Airways, according to Dan Plumley.
Alisher Usmanov’s USH Holdings was expected to win the naming rights before Moshiri was forced to cut ties with the Russian businessman after Russia’s invasion of Ukraine.
Moshiri was reportedly in Qatar for the World Cup at the end of last year and held talks with Qatar Airways executives but was unable to reach an agreement.
It remains something that’s on the cards for Everton and while finance expert Plumley believes it could be a big-money deal for the Blues, it’s something that could fall through if they’re relegated from the Premier League this season.
“You’re only looking at benchmarks but the Etihad deal with Manchester City is the highest one we’ve known and we also know the backstory to that as well,” Plumley told Goodison News.
“When you work out that per year, it was around €17million (£15m) in a season. Others across Europe are kind of in the €7million (£6.1m) to €10million (£8.8m) mark.
“You’ve got the Wanda Group with Atletico, Allianz with Bayern Munich, Vodafone with Besiktas, that’s their kind of range. [An Everton deal with Qatar Airways] will fall somewhere around that mark.
“It’s not beyond the realms of possibility that Everton will get a decent €7million to €10million per season deal with a company like Qatar Airways. It’s a premium industry with big airlines and it can be quite lucrative.
“Everton can get more with Qatar Airways than they would with other industries and sectors.
“It’s dependent on the performance on the pitch and Everton are in a bit of a hole this season. That deal might not even be one that would take place if they were to be relegated.”