Stefan Borson Advises Everton to Accept £10m Per Year Naming Rights Deal.

Everton is set to invest over £800 million in completing its state-of-the-art stadium at Bramley-Moore Dock, despite initial estimates of around £500 million.

Financial expert Stefan Borson advised the club to accept a £10 million annual deal for naming rights instead of waiting for a £20 million offer.

Borson highlighted Tottenham Hotspur’s experience, noting that they have potentially missed out on £75 million in revenue by holding out for a higher-paying sponsor for their stadium.

He explained that while Everton has already received offers to sponsor their new ground, naming rights deals are challenging to secure at £20-30 million per season without an associated partner.

The club is preparing to host three test events at the new venue, with 10,000 fans set to attend an Under-18s match on 17 February.

Borson suggested Everton could strike a more lucrative deal later when the stadium is more established and the team’s performance improves.

Speaking to Football Insider, he said, “People assume naming rights deals are easy to finalize, but they are not.

Unless you have an associated party, securing market value is difficult. In Europe, deals worth £20-30 million per season are rare.”

Everton now faces a choice: accept £10 million per season for the initial deal or wait for a more substantial offer.

Comparing the situation to Tottenham, Borson questioned whether Spurs made the right decision by delaying their naming rights deal.

“They have likely lost five years of revenue, around £10-15 million annually, totaling £75 million.

However, they still hold the asset for the first sponsor, making it a tough business decision.”

Borson recommended Everton accept the £10 million offer for five years, believing this approach would allow them to renegotiate later under better circumstances.

“If I were Everton, I would take the £10 million now for five years.

Once the deal expires, the stadium will be more established, and Everton might be in a stronger position competitively, making it easier to attract a better-paying sponsor.”

The club’s bargaining power has improved since The Friedkin Group (TFG) finalized its takeover in December.

The Texas-based company, led by Dan Friedkin, owns Gulf States Toyota, Serie A side AS Roma, and various entertainment and hospitality businesses.

According to Football Insider (5 February), Everton’s new owners plan to adopt a US-style approach to matchdays at the stadium, likely focusing on fan experience, commercial opportunities, and sponsorship deals.

Meanwhile, David Moyes has played a key role in boosting Everton’s survival hopes. Under his leadership, the club has won three of their last four Premier League matches, creating a nine-point cushion over 18th-placed Leicester City.

With momentum on their side, Everton could leverage their improved position to negotiate better deals for their new stadium’s commercial future.