Events at Euro 2024 suggest that Everton’s potential new owner Dan Friedkin could be tempted by a blockbuster commercial deal worth up to £200 million.
Everton announced last week that US media mogul and AS Roma owner Dan Friedkin had entered a period of exclusivity to negotiate an Everton takeover deal with Farhad Moshiri.
Moshiri’s time at the club has been characterised by financial uncertainty.
The club’s failure to comply with Profit and Sustainability Rules saw them docked a total of eight points last season, while concerns about cash flow have emerged during the protracted takeover saga.
Now, the club appear to be scrambling to meet the Premier League’s three-year £105m allowable loss limit by the mini PSR deadline day on 30th June.
One area the club are looking to give them more PSR headroom in the long term is commercial income.
And the new stadium at Bramley Moore Dock, set to be opened in time for 2025-26, presents a number of commercial opportunities.
Everton could strike naming rights deal with Qatar Airways
Last year, the Daily Mail reported that the Toffees had held talks with state-backed airline Qatar Airways over a potential naming rights deal for the 52,888-seater stadium.
Elsewhere, it has been suggested that a deal could be worth as much as £200m over 15-20 years.
There has been no update on talks with Qatar Airways since then, although an unnamed group from the Gulf state was contacted in the weeks before Friedkin secured takeover exclusivity.
However, Qatar Airways are showing no signs of decelerating their sports sponsorship campaign.
And developments at Euro 2024 suggest an Everton naming rights deal could be on the agenda.
Significantly, Friedkin already has a relationship with Qatar Airways, who were the principle sponsor of his Roma side when he took over the club in 2020.
Qatar will have Bramley Moore Dock presence in 2028
Not only are Qatar Airways the principle sponsor for Euro 2024 in Germany but, as the company announced last week, will remain the main sponsor of UEFA national tournaments in 2030.
Clearly, the group are continuing to go all-in on sports – and for the long term.
The length of the deal means Qatar Airways will be the main sponsor at Euro 2028, set to be hosted by the UK and Ireland.
Significantly, that means their branding will be prominent at Everton’s new stadium, which is due to stage matches at the tournament.
A naming rights deal would mean their brand was amplified even further.
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Qatar following Emirates’ Premier League model
As reported by The Athletic in an analysis of their Euro 2024 strategy, experts believed that Qatar Airways are pursuing the same sponsorship strategy employed by Emirates, sponsors of Arsenal and others.
Emirates became the naming rights partner of Arsenal’s home ground when it opened in 2006. That deal, which also encompasses front-of-shirt rights, is worth £50m per season.
If Qatar Airways want to follow their lead, they could get in on the ground floor at Everton 20 years on.
Everton could fill Qatar sponsorship void
Qatar are certainly not short on high-profile names in their sponsorship portfolio.
Paris Saint-Germain and Inter Milan are both among their partners, as are the Brooklyn Nets and Formula 1 outside of football.
However, they have lost relationships with Roma and Barcelona in recent years.
And Euro 2024 hosts Bayern Munich also let their deal with the company expire last summer after protests from fans criticising the nation’s human rights record.
That does mean there is space for another blue-chip asset in the company’s sponsorship roster, and Everton would fit the bill.