Everton signs off on SportPesa shirt deal
Everton, of English soccer’s Premier League, have signed up Kenyan online sports betting firm SportPesa as their shirt sponsor for the next five years.
Under the multi-year deal, which was first mooted in January, SportPesa’s logo is to feature on the front of Everton’s jerseys until the end of the 2021-22 campaign.
The deal is understood to be worth in the region of £8 million ($10.3 million) per year.
Robert Elstone, Everton chief executive, commented: “We’re pleased to have secured the biggest commercial partnership deal in the club's history with an ambitious and growing global company. From the outset we have been impressed by SportPesa and the company's plans for the future. Over the coming months and years we will be working closely to realise our ambitions together.
“SportPesa are committed to significant investment, not only in Everton through this partnership but also in the city as they open up a new European headquarters that creates new jobs in Liverpool.”
SportPesa replaces Chang, the Thai beer brand, which had been the club’s shirt sponsor since 2004.
The brewer’s three-year deal with the club was worth around £16 million.
Everton said today that Chang is to continue to have an involvement in a series of community programmes in Thailand and the Merseyside area in the UK.
The club said: “Activities will include will football coaching trips to and from Thailand and further development of the Chang Junior Cup; a national junior competition to assist grassroots development for Thai players and coaches.”
Earlier this year, Everton secured a lucrative deal with USM Holdings, the holding company of the business interests of Russian billionaire Alisher Usmanov, for the naming rights to the club’s training ground.
The Finch Farm training complex near Everton’s base in Liverpool is to be renamed USM Finch Farm in a five-year deal also including marketing rights and match-day advertising at the club’s Goodison Park stadium.
Although the value of USM’s commitment was not disclosed at the time, Elstone said the two new deals, for the training ground and shirt sponsorship, were worth £75 million, with a shirt sleeve partner likely to follow.
Sport Pesa is also the shirt sponsor of Hull City, which were relegated from England’s top-tier soccer league on Sunday.
Meanwhile, recently promoted soccer club Newcastle United have signed up online betting company Fun88 as their shirt sponsor for the next three years.
Through the agreement, Fun88 will be present on the team’s jerseys from when the club returns to the top-tier Premier League next season.
Fun88 replaces Wonga, the online lending platform, which signed a five-year £24-million deal with the club in 2012.