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Thursday, April 10, 2008

Everton hoping for £65m+ for Kirkby Stadium Naming Rights


The Daily Mail have reported that Everton FC have sent promotional a DVD disc (inside a free DVD Player!) to companies who could be interested in purchasing naming rights for the new stadium.

They report that the club are looking for a fee of up to £4.5million fee per season over a 15 year term, which could make the naming rights deal a record breaking £67.5million. However, the Daily Mail have suggested that this an optimistic figure.

If sold for the reported amount, it would dwarf Arsenal's deal, they sold their stadium's naming rights to Emirates Airlines for £50million over 15 years in 2004, an average of £3.3million per year.

Hypothetically, if the above figure also includes kit sponsorship and the brokers are searching for a combined stadium naming rights and kit sponsorship deal, a kit sponsorship deal would equate to aproximately £40million over a 15 year term (based on the current deal with Chang which stands at £8m over 3 years or £2.66million per season). This would equate to the naming rights being valued at £27.5million, aproximately £1.83m a year.

This would fit in with original estimates that any naming rights deal over a ten year term would be valued at under £20million.
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