Everton’s ownership under The Friedkin Group (TFG) is set to adopt a U.S.-inspired model for matchdays as they prepare for the club’s move to their new stadium at Bramley-Moore Dock.
With a plan to depart Goodison Park at the end of the current season, the Merseyside club is gearing up for a fresh chapter. Initially projected to cost around £500million, the stadium’s price tag has since escalated to over £800million, with the owners now focusing on maximizing revenue opportunities once the state-of-the-art 52,888-seat arena is open.
To ramp up excitement and generate income before the grand opening, TFG will host three test events at the new facility, beginning with an Under-18s friendly on February 17, where 10,000 fans are expected. The Friedkin Group, which acquired a 99.5% stake in Everton in December, officially ended Farhad Moshiri’s eight-year ownership reign, bringing in a new era with a firm commitment to revitalizing the club’s financial structure.
The Texas-based group, led by Dan Friedkin, has a proven track record in sports and entertainment, owning the renowned Serie A club Roma and Gulf States Toyota. Their expansive approach to Everton’s future sees them implementing a U.S.-style model for matchday experiences, with plans to generate additional revenue through commercial avenues both inside and around the stadium. By following a proven American sports franchise model, TFG aims to turn Everton into a globally recognized and financially robust entity.
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Deloitte’s 2025 Money League report revealed a modest increase in Everton’s revenue from £172million in 2022-23 to £183million in 2023-24. While the numbers show progress, Everton’s matchday income was £17.3million for the 2022-23 season, with commercial revenue reaching £39million. TFG’s approach includes capitalizing on matchday activities outside the stadium and bolstering commercial opportunities within, aiming to take Everton’s financial performance to the next level.
As part of the club’s revenue-boosting plans, Everton is actively seeking a stadium naming rights deal. Despite test events approaching, the search for a sponsor continues, following the collapse of a £10million-a-year agreement with USM Services Limited due to sanctions on the Russian oligarch, Alisher Usmanov, in 2022. Recently, sources have suggested that Everton is on the verge of securing a £15million-a-year naming rights deal, a significant increase from previous negotiations, with the potential to secure the deal for 10 years, bringing in a total of £150million.
Given the new stadium’s key role in Everton’s commercial future, securing a naming rights agreement remains a priority. Talks with potential sponsors, including Qatar Airways, have continued. With Euro 2028 scheduled to host several fixtures at the new stadium, securing a prominent sponsor would be a major step towards maximizing financial returns from the ground.
