A global search is under way to find a naming rights partner for Everton FC’s new £500m stadium at Bramley-Moore Dock. Tony McDonough reports
Everton FC has hired sports and entertainment consultancy Elevate Sports Ventures to conduct a global search for a naming rights partner for its new stadium.
Work is now well advanced on the £500m arena at Bramley-Moore Dock in Liverpool Waters. Holding 52,888 supporters, Everton hopes it can kick off the 2024/25 Premier League season at its new home.
Everton had originally signed a £30m deal with USM giving it first option on the naming rights. However, USM is owned by billionaire oligarch Alisher Usmanov. Mr Usmanov was hit by sanctions following the Russian invasion of Ukraine. Consequently, Everton cut ties with USM.
Elevate is working with the club on what is described as “a bold revenue generation programme”. This includes developing a range of new partnership opportunities and a global search for a naming rights partner.
Richard Kenyon, Everton’s chief commercial and communications officer, said: “It is important the club capitalises 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 maximised these opportunities, particularly in respect of commercial partnerships. Following an extensive process, we were pleased to appoint Elevate as our partner.”
One element of the club’s commercial growth plan at its new stadium started in August when ‘ALL’ – its new hospitality brand – was launched. This includes a wide range of social spaces for different matchday experiences.
Everton expects demand for the bars, restaurants and experiences at the new stadium to match the existing high levels of uptake for season tickets and hospitality at Goodison Park.
The club currently has the maximum number of season ticket members allowed within Premier League guidelines at the 39,572-capacity Goodison Park. More than 20,000 fans are on a waiting list.
Shawn Doss, Elevate Sports Ventures chief business officer for international, added: “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 honoured 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.”
Construction of the stadium started in August 2021. Infilling the dock basin with sand dredged from the Irish Sea has been completed, non-listed structures have been demolished, and the foundations for the brick, glass and steel structure laid.
The skeleton of the stadium is now clearly visible as the steelwork on the north and south stands are erected.