Has Elstone let Everton down with the latest Chang deal?
So Everton Chief Executive Officer Robert Elstone has announced a new extension to the clubs shirt sponsorship with Thailand company chang which sees a 33% increase on their current 4 year contract worth £10m.
The new deal will see Everton stand to make “UP TO” £16m over a 3 year period, so the blues can make up to £5.3m per year, presumably on qualifying for Europe or Silverware.
Obviously this new deal is heavily performance based, which is always a good thing, but is it lucrative enough. Has Robert Elstone done the best job he can do for the fourth most successful team in the English game? Personally I don’t think he has.
This can be summed up by looking at the current sponsorship figures for Premier League power houses Sunderland, Aston Villa, Fulham and Newcastle – All of whom have deals worth a minimum of £5m or £6m per year, the majority of which have been signed in the last year or two.
Now, these clubs aren’t exactly glamorous clubs, they are mid table Premier League clubs. I am not saying Everton are better than these clubs (I will let the history records show this), but Everton are an established top 6 premier league team with a rich history in silverware and league wins. Compare our deal to Tottenham Hotspur’s, who we regularly battle with in the Premier League and you will see that their current deal dwarfs ours in comparison with Spurs making a massive £19m per year. Obviously being a London club they can squeeze a little more out of sponsors, but even Newcastle United’s last 2 deals have been worth £10m per year and £6m per year.
Personally I think the commercial team have failed with this new deal. The Premier League is now more global then it ever has been with record TV deals and audiences popping up across the globe. Everton are in a better place in terms of placings and squad quality than they have been for a long time and the commercial side of the club should represent this. It doesn’t.
It may be a club record, but so was the Umbro deal that no one has any figures to compare with. This was on the back of a deal with Nike where the club don’t make any money and a deal with Kitbag which limits the amount of money the club could earn over a massive 10 year period.
Alot can change in 10 years. Just ask Manchester City or Southampton fans.
As an Evertonian, I feel massively let down by the new deal, despite whatever spin the club put on it.
Do you agree? Have your say at www.theevertonforum.com