Everton get insight into future windfall as UEFA data revealed
As is almost universally the case in modern stadium design, Everton intend for their new home at Bramley Moore Dock to be a multi-purpose venue.
Some reports suggested that rivals Liverpool earned as much as £10m for hosting a series of Taylor Swift concerts this summer.
And although the true figures will likely be more modest when expenses are factored in, the numbers do illustrate the value of having a stadium which is in use beyond 90 minutes on a Saturday.
In what will be a landmark occasion for the club, Everton’s stadium has also been confirmed as a host venue for Euro 2028, which is being co-staged by the United Kingdom and Ireland.
Everton representatives were invited to Euro 2024 in Germany to learn what to expect.
Significantly, the Toffees have also recently struck a new long-term deal with Aramark for the catering rights to their stadium, which the club labelled one of the biggest commercial deals in its history.
And the latest data from UEFA reveals just how lucrative matchdays at Euro 2028 might be for Everton.
According to data gathered by Nielsen and shared by European football’s governing body, in-stadium purchases of food and drink accounted for £52m of revenue at Euro 2024.
Everton currently earn less than £1m per match through the turnstiles at Goodison Park.
And while its significance to Evertonians goes far beyond its economic utility, the grand old stadium is holding the club back financially.
At Bramley Moore, ticketing income alone will likely rise to neared the £40m mark, which the likes of West Ham and Newcastle United are currently achieving.
There will be a greater emphasis on hospitality and other elements of the matchday experience too.
Everton have already named three ‘Founding Partners’ for the new stadium, which raises the question of naming rights.
The market for naming rights in the Premier League is saturated at present, with Tottenham, West Ham, Newcastle and potentially Man United looking for partners.
But Everton will be encouraged that England rugby recently managed to secure a £100m, 10-year naming rights deal for the Twickenham stadium.
Spurs’ commercial income has trebled since they moved to the Tottenham Hotspur Stadium and, all in all, the total financial benefit of the new stadium could hit £70m for Everton over a similar timescale.
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