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September 22, 2022

Everton tap Elevate Sports to sell naming rights to new stadium

The agency will also help the club deliver their commercial strategy for the new stadium.

By Susan Lingeswaran

Everton, of English soccer’s top-tier Premier League, have appointed sports and entertainment agency Elevate Sports Ventures to secure a naming rights sponsor for their new £500 million ($566 million) Bramley-Moore Dock stadium.

The club currently play at the 39,414-seat Goodison Park but plan to move into their new 52,888-seat home on Liverpool’s north docks by the start of the 2024-25 season. Construction of the stadium started in August 2021.

The naming rights to the new stadium were initially snapped up in January 2020 by USM Holdings, the holding company of billionaire Alisher Usmanov, who paid £30 million for the rights in a multi-year deal.

Usmanov, who is a former shareholder of fellow Premier League side Arsenal, is the business partner of Everton owner Farhad Moshiri.

The deal marked an expansion of USM Holding’s sponsorship of the club, which also included a five-year deal for Everton’s training ground struck in 2017, which was then expanded to USM becoming a matchday presenting partner of the club in 2019.

However, in March, the club decided to suspend all sponsorship activities with Russian companies USM Holdings, MegaFon, and Yota amid Russia’s invasion and war with Ukraine.

With the naming rights once again up for grabs, the club has hired Elevate Sports to secure a new partner, as well as provide a premium hospitality strategy for all bars, restaurants, and experiences at the new stadium.

The club has previously expressed hope the move will boost its commercial future and said the stadium and associated developments could deliver more than £650 million worth of accelerated regeneration in north Liverpool and the wider city.  

Richard Kenyon, Everton’s director of communications, revenue, and international growth, said: “It is important that the club capitalizes on the many commercial opportunities presented to us by what will be a world-class stadium on a world-famous waterfront.

“To do this, we needed to find the right partner to ensure we maximized these opportunities, particularly in respect of commercial partnerships.

“Following an extensive process, we were pleased to appoint Elevate as our partner – and from our work with them to date, it seems we have made a great choice. We’re excited by the opportunities ahead of us – and to be working with Elevate to deliver them.”

The club’s commercial strategy is being led by Everton’s commercial, revenue, and international team, while Elevate will support with delivering analytics and business intelligence services across a range of corporate and consumer areas, including digital and marketing.

Shawn Doss, Elevate Sports Ventures chief business officer for international, said: “Everton’s ambition to create one of the most premier stadiums in the world, on such a unique piece of property, has the potential to change the club’s legacy and the city of Liverpool forever.

“We are honored to partner with Everton as we support their efforts to deliver the most sustainable, technologically advanced, and fan-friendly football stadium in the Premier League.

“Everton and Elevate are aligned and confident in our shared commitment to create a best-in-class experience for Everton fans, players, partners, and the wider Liverpool community.” 

Meanwhile, Everton have today (September) added Turkey-based aesthetics company Vera Clinic to their portfolio of sponsors.

Under the deal, Vera Clinic will become the club’s official hair transplant partner and will gain branding opportunities at Goodison Park on matchdays and across its digital channels.

This latest deal adds to Everton’s growing list of commercial partnerships, nine of which have been struck or enhanced since the end of the 2021-22 season, including Boxt as the club’s sleeve sponsor, as well as deals with fashion platform Fancurve, brand Marc Darcy, and a main partner deal with Stake.com.

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