Keith Wyness, Everton’s previous manager, has stated that he expects a naming rights deal for the club’s new stadium to be in place by the start of the 2024-25 season. Speaking on the latest episode of Football Insider’s Inside Track podcast, the 66-year-old, who was CEO of Goodison Park from 2004 to 2009 and now runs a football consultancy advising elite clubs, claimed a partner will get “bang for their buck” with concerts and test events scheduled after the stadium’s completion at the end of 2024.
Last week (20 June), Football Insider reported that Dan Friedkin will make a £20 million-plus naming rights deal a key priority if his Everton takeover goes through. Last Friday (21 June), the American billionaire signed an exclusive agreement to buy Farhad Moshiri’s majority ownership in the Merseyside club. Everton’s 52,888-seater stadium is set to open for competitive games at the start of the 2025-26 season, when the Toffees will depart Goodison Park. Everton might reach a big-money stadium agreement before the 2024-25 season begins, argues Wyness.
Wyness claimed that Everton had hired a leading agency to identify a suitable sponsor. He told Football Insider’s Insider Track podcast: “Over the years, I’ve been involved in multiple naming rights arrangements in various venues. “Normally, the year before opening is quite useful since the institution receives a lot more attention and publicity as it approaches its official date.
“We can already see that the stadium is practically built, with only the fit-out remaining. “I expect a naming rights partner to step in sooner rather than later. “One of the top agencies has been hired to make that happen, and I hope to see something implemented over the summer, possibly even at the start of the season.
“It will give that sponsor the chance to leverage the excitement of the stadium being completed, which is due to happen around Christmas.”It won’t open until the start of the 2025-26 season, but there will be plenty of concerts and test events – this sponsor will receive their money’s worth.”
