Everton Stadium Set for Massive Boost: £15m Naming Rights Deal Imminent

Everton’s former chief Keith Wyness has insisted a stadium naming rights deal is likely to be worth £15million per year.

Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – claimed a Dan Friedkin-linked deal with Toyota could reach a higher figure of £20million per annum.

As per the Liverpool Echo (1 October), commercial chief Richard Kenyon has revealed “good progress on stadium naming rights, with offers presented to our board of directors in recent months”.

The new ground will open next year in time for the 2025-26 season and will hold 52,888 fans.

Tottenham have long been trying to secure a naming rights partner for their stadium, which opened in 2019, but have been unable to do so despite links with Google and Amazon.

Wyness responded to rumours about a potential valuation for Everton’s deal, telling Football Insider‘s Insider Track podcast: “£20million would be a great number.

Everton likely to agree £10-15m stadium deal, says Wyness

“I think we’re still looking at somewhere in the realms of £10-15million, perhaps bonus-related on how the team did.

“Tottenham, for example, with their London location would have a better chance of reaching that £20million valuation.

“Everton are doing their best to bridge that with the river location and the TV visibility of the stadium.

“It’s going to be part of the Euros as well, so there’s a good chance they will maximise the value of the naming rights.

“But I don’t think £20million per year will be the number.

“If there’s someone like Toyota who have their arm twisted a little bit, it could be possible.”

In other news, Friedkin wants complete reset after £600m reveal.