Everton tipped to land new stadium naming rights immediately as claim made over atmosphere

Everton’s former chief Keith Wyness has insisted he expects a naming rights deal for the club’s new stadium to be in place by August – a whole year before the team relocate to their future home by the banks of the Mersey.

Speaking on the new edition of Football Insider’s Inside Track podcast, the 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – claimed a partner will get “bang for their buck” with concerts and test events set to be held after the stadium’s completion at the end of 2024.

Wyness claimed a top agency has been appointed by Everton to find a suitable sponsor. He said: “I’ve been involved in several naming rights deals over the years in different facilities.

“Normally the year before opening is very valuable because the facility gets a lot more press and publicity as it gets closer to opening.

“Already we’re seeing the stadium almost finished, with just the fit-out left to go.

“I would expect to see a naming rights partner come in sooner rather than later.

“One of the top agencies has been appointed to make that happen, and I expect to see something put in place over the summer – perhaps even at the start of the season.

“It will give that sponsor the chance to leverage the excitement of the stadium being completed, which is due to happen around Christmas.

“It won’t open until the start of the 2025-26 season, but there will be many concerts and test events – this sponsor will get bang for their buck.”

Friedkin Group visits new stadium as deal to buy club continues at pace

The proposed takeover of Everton by US billionaire Dan Friedkin continues to move at pace with representatives of the Friedkin Group in Liverpool this week.

Last week it was confirmed that current Everton owner Farhad Moshiri had granted a period of exclusivity to Friedkin, the owner of Italian Serie A giants AS Roma, after agreeing a deal to sell his 94.1% shareholding.

The exclusivity agreement, which can last up to 30 or 60 days and could be extended if agreed by both parties, allows for the buying side to conduct due diligence into the financial health of the Blues, gaining access to the club’s data room, and leaving Moshiri unable to engage in talks, or solicit interest, with other potentially interested parties.

At the start of this week representatives of the Friedkin Group flew over from the US to visit Goodison Park, the club offices, and the site of the new 52,888-seater stadium at Bramley-Moore Dock, which is set to open for the start of the 2025/26 season, as part of normal due diligence, according to people familiar with the matter. Neither Dan Friedkin or son Ryan were part of the delegation.

• Click here for the full article from the ECHO's business of football writer Dave Powell

Stubbs believes new stadium will be louder than Goodison

Alan Stubbs is adamant that Everton Stadium can provide an even better atmosphere than Goodison Park.

The former Blues’ captain admitted to being “blown away” during a visit to the club’s future waterfront home. The 52-year-old feels the close proximity of fans to the pitch and clever design features of the stadium will combine to create an unrivalled atmosphere.

He said: “The new home is looking very special and to all the Everton fans who are looking forward to being here and have only seen the video clips, it looks amazing from the footage, but it’s even more impressive in person. You wonder whether the pitch is going to be big enough and it just shows you how close the fans are going to be to the pitch, which keeps in tradition with Goodison.

“We can also allay any fears fans’ might have on the atmosphere, because of the way it’s been designed. It’s important that we don’t lose that Everton DNA and I think the design of the stadium, in keeping the noise inside and making it intimidating is really important.

“It looks very upright and the atmosphere is going to be potentially even noisier. There will be more fans in here and in terms of the acoustics and the way things have been designed to keep everything in, I think we’ll be waking the neighbours!”

Stubbs, making his first visit to the stadium, also viewed the cavernous home dressing room that lies at the heart of the imposing west stand. The former central defender, who made 193 appearances for the Blues between 2001-2008, feels the circular design will be another positive for the players.

“This is literally the most important room in the stadium and looking at it, I’m probably 20 years too late for this,” he joked.

“It’s a very, very impressive dressing room. From walking in and seeing the giant crest and all the furnishing starting to go in, it’s impressive now, so I would imagine in a couple of months’ time, when it’s completed, it will look magnificent.

“Circular dressing rooms are much nicer in terms of the manager addressing the players, or the captain speaking to team-mates. You have everyone’s eye-line, which hasn’t always been the case in years gone by, and there’s nowhere to hide.”

Stubbs added: “I’m in awe of the place, I really am. From the outside, it looks impressive, but once you are inside it just blows you away.

“Since I retired I have never been bothered about playing, but I’ve come here and I miss it.

“I’m not envious of other players, but I will be on the first game when they walk out here. I’d swap quite a bit to be in their shoes, that day.”