Everton are set to embark on a new era, with new owners and a new stadium, and Kieran Maguire thinks they can do one thing Tottenham have not managed to do so far.
Stadium naming rights key for Everton
Since the Tottenham Hotspur Stadium opened its doors in 2019, Daniel Levy has tried and so far failed to find a suitable naming rights sponsor for the ground.
Despite talks with big companies like Google, FedEx, and Amazon over the years, nothing has come to fruition.
It is thought Spurs may even retain the Tottenham Hotspur branding for the foreseeable future, in a move that has helped improve the club’s reputation and brand awareness throughout the sporting world.
But, for Everton, who are preparing to be taken over by Dan Friedkin, their new stadium obtaining a lucrative sponsorship deal is rather important, and is something Kieran Maguire thinks the club can manage without too much difficulty.
Lots of interest in Everton stadium
Maguire was speaking to TBR Football about the situation, and said: “Everton have a lot of positive attractions for a prospective sponsor. There is the stadium coming online and a lot of benefits in terms of first-move advantage there.
“Having a combined front-of-shirt and naming rights deal could be significant. We have seen that at the Emirates, Etihad and Amex Stadiums. All of those have been long-term deals, 10 years-plus. If they are going to do something on this front, it is important that they are proactive.
“We have seen at Spurs that they prevaricated and have potentially lost money. There is also the danger that if a stadium goes with one name for a very long time, trying to get a new name into the public consciousness can be difficult.”
To give an idea of what Spurs are missing out on, Maguire added: “In terms of value, I think £20m-plus is realistic. That’s likely to be £200m over a 10-year deal.
“Everton are still a big hitter as far as interest in the Premier League is concerned and they will always point out that they are the senior club in the city of Liverpool. They have history and heritage and a passionate fanbase.”
Spurs don’t need a sponsor
The Tottenham Hotspur Stadium makes that much money already, and is now such a well-known venue, that adding a sponsorship to it and changing the name just feels gratuitous.
Getting the club’s name out there is more important, and not having a sponsor gives the club so much more freedom, like the hosting of Euro 2028, for example.