Everton Women sign biggest-ever commercial deal

Multi-year principal partnership agreement Russian telecommunications company MegaFon comes just days before the Blues take on Manchester City in the Women’s FA Cup final. Tony McDonough reports

Everton Women
Everton Women have signed a new commercial deal with MegaFon

 

Everton Women have secured a new commercial deal with Russian digital and telecommunications company MegaFon.

The multi-year principal partnership agreement is the biggest commercial deal in the women’s team’s history. It comes just days before Willie Kirk’s team take on Manchester City Women’s FA Cup final on Sunday, November 1.

As part of the agreement, MegaFon will receive branding on the front of Everton Women’s shirt, while mobile virtual network operator Yota – part of the MegaFon Group – will be added to the left shirt sleeve.

MegaFon already appears on the sleeve of Everton Women’s and men’s first team training kits, after a deal signed in 2019. That agreement also gave them a presence on first team matchdays and signage at Goodison Park.

Yota’s presence on the Everton Women’s kit marks the mobile network operator’s first foray into English football. The agreement will allow the company to tap into Everton’s growing international fanbase and increased profile following the side’s progression to the FA Cup final.

The Blues are enjoying a flying start to the 2020/21 Barclays FA Women’s Super League (WSL) season, where they are currently undefeated and sit second in the table. Both MegaFon and Yota will make their on-shirt debuts at Wembley in the final which will be screened to an international audience and broadcast live on BBC1 and BT Sport.

The record commercial deal follows Everton Women’s move to a brand-new purpose-built stadium at Walton-Hall Park in February of this year. It was also announced in March that Everton Women would benefit from increased squad investment and a new leadership structure.

The new strategy for the team includes the club’s commitment to developing the Women’s commercial portfolio by seeking exclusive partnership opportunities. Sarvar Ismailov, sporting and commercial director for Everton Women said: “This partnership reflects the increasing prominence of the women’s game and the exciting future for our women’s team.

“Securing exclusive commercial partnerships for Everton Women has been a key part of our vision and strategy for developing a team that challenges at the top of the Women’s Super League. We are delighted that MegaFon has seen the opportunity to join us on that exciting journey.”

Everton has a significant history in the women’s game – having been one of eight founding members of the WSL, as well as winning the FA Women’s Premier League, FA Premier League Cup and two Women’s FA Cups since originally forming as Everton Ladies in 1995.

Gevork Vermishyan, chief executive of MegaFon, added: “This partnership allows us to support the women’s game in England and be part of a club with huge ambition and an international reach playing in the now globally recognised WSL.”

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