Ex-EFC CEO reveals value of Everton's new shirt sponsor

Everton could earn up to £60million from a new shirt sponsorship with Japanese car manufacturer Toyota.

That is according to ex-Everton, Aston Villa, and Aberdeen chief executive Keith Wyness, speaking exclusively to Football Insider, who believes the club are currently attractive to sponsors.

The Toffees are looking for a new shirt sponsor to replace gambling company Stake, whose £10m a year deal is set to expire at the end of the season.

Everton are looking to increase revenue, with plans to make full use of their state-of-the-art Hill Dickinson Stadium to boost future European aspirations on the pitch.

Everton to see ‘big uplift’ from new sponsor

Everton’s former chief Keith Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – is “very happy” if the club could get £60m over a four year period from a new sponsor.

Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness believes Everton are currently a “compelling story.”

He told Football Insider‘s Inside Track podcast: “Well, the rumours are that it could be Toyota, which would make sense because that’s, you know, Dan Friedkin is the North American Toyota dealership king.

“And that was always rumoured right at the start when he came in. And now would be a sensible time to go, with Stake, the present partner, leaving, due to the betting restrictions, etc. So let’s see.

“I think it could be if we’re lucky, something around about £15m a year for a four-year deal, a £60m addition, which would be a big uplift for Everton to go forward. And I’d be very happy to see that sort of trend going forward. 

“Let’s hope that all the sponsorship assets are sold as well, a similar uplift. Everton’s a compelling story right now for a lot of sponsors, given the new stadium, the way that it’s getting some profile, and also the potential stability and Everton pushing for European places.

“If they were to get European bonuses from sponsors as well, that all helps together. So all in all, a positive story, but if it is Toyota, I think everybody would be very happy with that as a sponsor.” 

Everton concern ahead of potential European qualification

Despite the further increase in revenue it could bring, Wyness told Football Insider that Everton may be best not qualifying for Europe this season.

Wyness believes David Moyes’ squad needs strengthening before it can be ready to compete in European competition.

The Toffees, who currently sit eighth in the Premier League table, have had issues scoring goals and at right-back this season.

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