Everton Boost Commercial Team With Three Appointments

[davek]

I agree with you here Dave, there is nothing in the press release that speaks to our commercial division pursuing new streams of revenue. It looks as if it is about maintaining status quo with the existing partnerships and pursuing renewals.

When I initially saw the headline I assumed this would involve us hiring people with the expertise to allow us to enter and capitalize in the markets such as Asia and North America to build our commercial brand.

It absolutely does my head in that more people (plastics) now know who Manchester City are than Everton where I live.

I remember Wyness coming in with all the fanfare of trumpets we're getting here with these three fellers. Unless they've come to sell the club it's futile. It sounds like a stunt.

 

[Efcjake]

I remember Wyness coming in with all the fanfare of trumpets we're getting here with these three fellers. Unless they've come to sell the club it's futile. It sounds like a stunt.

Realistically though I doubt that the Head of Match Day Revenue will be able to increase it much beyond what he's getting paid to do it. It's not like there is loads of disposable income amongst most match-going Evertonians, and if there is then he has quite the job convincing people to buy a pie inside Goodison for twice the price of down the road at the chippy. I think his position has been brought about to attempt to increase the sales revenue for the hospitality boxes above all else. Unfortunately, most of the companies who can afford a hospitality box are going to LFC before us because of the brand appeal.

As for the other two positions, one is clearly just about managing the sponsorship accounts while the other is likely looking for new partnerships like our "official betting partner" etc. I will judge their success on whether or not our next shirt sponsor is either not Chang, or they successfully negotiate a contract that reflects the values being given to teams like Villa and Newcastle.

 

[Dithering Dougie]

Realistically though I doubt that the Head of Match Day Revenue will be able to increase it much beyond what he's getting paid to do it. It's not like there is loads of disposable income amongst most match-going Evertonians, and if there is then he has quite the job convincing people to buy a pie inside Goodison for twice the price of down the road at the chippy. I think his position has been brought about to attempt to increase the sales revenue for the hospitality boxes above all else. Unfortunately, most of the companies who can afford a hospitality box are going to LFC before us because of the brand appeal.

As for the other two positions, one is clearly just about managing the sponsorship accounts while the other is likely looking for new partnerships like our "official betting partner" etc. I will judge their success on whether or not our next shirt sponsor is either not Chang, or they successfully negotiate a contract that reflects the values being given to teams like Villa and Newcastle.

Pretty sure we are already on par with Villa and Newcastle.

 

[bluemangroup]

Embrace it

Embrace me

 

[Efcjake]

Pretty sure we are already on par with Villa and Newcastle.

I think you're right now mate, we had a big jump in the last renewal. I'm going to do some investigating.

 

[Baines' left foot]

Better late than never.

 

[Efcjake]

Pretty sure we are already on par with Villa and Newcastle.

From what I see we are getting £5.3m/season . Villa and Sunderland get £5m and West Ham and Newcastle pulls in £6m (but will be renegotiating that next year). We are about par. Tottenham are pulling £16m and Liverpool £20m. We need to close that gap.

 

[davek]

Realistically though I doubt that the Head of Match Day Revenue will be able to increase it much beyond what he's getting paid to do it. It's not like there is loads of disposable income amongst most match-going Evertonians, and if there is then he has quite the job convincing people to buy a pie inside Goodison for twice the price of down the road at the chippy. I think his position has been brought about to attempt to increase the sales revenue for the hospitality boxes above all else. Unfortunately, most of the companies who can afford a hospitality box are going to LFC before us because of the brand appeal.

As for the other two positions, one is clearly just about managing the sponsorship accounts while the other is likely looking for new partnerships like our "official betting partner" etc. I will judge their success on whether or not our next shirt sponsor is either not Chang, or they successfully negotiate a contract that reflects the values being given to teams like Villa and Newcastle.

With no infrastructural change it's hard to see where matchday revenue improves. Commercial contracts: will they drive a harder bargain with clients than was previously possible? Maybe they'll look into localised sponsorship strategies and maximise revenue from this source in that fashion. I'd imagine that would be difficult for any club outside of the elite PL clubs with a truly global following though. Otherwise it all looks like a case of rearranging the furniture.

 

[Efcjake]

With no infrastructural change it's hard to see where matchday revenue improves. Commercial contracts: will they drive a harder bargain with clients than was previously possible? Maybe they'll look into localised sponsorship strategies and maximise revenue from this source in that fashion. I'd imagine that would be difficult for any club outside of the elite PL clubs with a truly global following though. Otherwise it all looks like a case of rearranging the furniture.

Well I believe that is what they are looking to do.

Sam’s role at Everton will involve him overseeing existing club relationships with principal partner, Chang, Umbro and other partners as well as helping them to maximise the value of their commercial involvement with the club.

If we can demonstrate that they are gaining more value that the value of their commercial involvement as it stands today then we will have a better case to renegotiate for a better deal.

 

[The Esk]

Assuming they are looking to maintain existing relationships it would be interesting to know their strategy to maximise their value.

If the club believes, as it should, that the team is on an upward trajectory then they should be looking at the following in the near term: short term contracts of perhaps 2 or 3 years with significant performance related bonuses. If we were to achieve CL qualification for two seasons we should then look for much longer contracts, tieing in the long term high value of CL exposure.

I would also suggest change of ownership clauses so in the event of a takeover of the club the new management team could renegotiate or bring in their own partners.

Pretty simple stuff.

 

[hibbo'sclass]

@the esk whilst I agree with the contents of the first two paragraphs of your post, if the clause that you suggest in the third paragraph were included in a contract, any "partner" would surely look for a discount on the price on the basis that if EFC were to be taken over the "partnership" could be terminated poste haste?

Indeed, could the inclusion of such a clause not be seen as a lack of commitment by EFC in forging long term links and strategies,therefore acting as a deterrent to attracting "partners" in the first place?

 

[The Esk]

@the esk whilst I agree with the contents of the first two paragraphs of your post, if the clause that you suggest in the third paragraph were included in a contract, any "partner" would surely look for a discount on the price on the basis that if EFC were to be taken over the "partnership" could be terminated poste haste?

Indeed, could the inclusion of such a clause not be seen as a lack of commitment by EFC in forging long term links and strategies,therefore acting as a deterrent to attracting "partners" in the first place?

Hi mate, it (change of ownership clause) is something I always insist on in medium/long term contracts, and it has proved extremely beneficial on at least a couple of occasions. I doubt it warrants discounted terms and I would argue strongly that Everton as a sponsor partner/commercial partner offer huge value over similarly positioned clubs (Spurs and Liverpool for example). By similar position I refer to the bracket outside the major CL contenders.

I would argue strongly that the possibility of CL exposure for a partner/sponsor is higher with Everton yet the premium attached ( in terms of cost) much lower. We probably offer the greatest potential v cost opportunity in the PL.

 

[hibbo'sclass]

Hi mate, it (change of ownership clause) is something I always insist on in medium/long term contracts, and it has proved extremely beneficial on at least a couple of occasions. I doubt it warrants discounted terms and I would argue strongly that Everton as a sponsor partner/commercial partner offer huge value over similarly positioned clubs (Spurs and Liverpool for example). By similar position I refer to the bracket outside the major CL contenders.

I would argue strongly that the possibility of CL exposure for a partner/sponsor is higher with Everton yet the premium attached ( in terms of cost) much lower. We probably offer the greatest potential v cost opportunity in the PL.

Hi mate. Commercial sponsorships are not my area of business, what I was trying to put across (badly) is that if such a clause were inserted there would be an inherrent discount on the contract price.
I also think that the insertion of the clause would also be contingent on the club actually being for sale -there has been no suggestion of this by word or deed in recent times.
Whilst I get the comparison with Liverpool/Spurs in relation to possible CL exposure, my thoughts are that they are much more advanced in terms of global branding, but we want commercial partners to build the brand, so my point was why would someone choose to deal with EFC which is a work in progress by comparison when there is a clause which allows EFC to end the relationship unilaterally (presumably with a degree of notice)if the partner either does not accept new terms or is no longer wanted by a new owner.
Perhaps I am just being too conservative or commercially naieve, but it would appear to be a contract heavily loaded in the club's favour.
I await castigation and my time in stocks on the village green.

 

[The Esk]

Hi mate. Commercial sponsorships are not my area of business, what I was trying to put across (badly) is that if such a clause were inserted there would be an inherrent discount on the contract price.
I also think that the insertion of the clause would also be contingent on the club actually being for sale -there has been no suggestion of this by word or deed in recent times.
Whilst I get the comparison with Liverpool/Spurs in relation to possible CL exposure, my thoughts are that they are much more advanced in terms of global branding, but we want commercial partners to build the brand, so my point was why would someone choose to deal with EFC which is a work in progress by comparison when there is a clause which allows EFC to end the relationship unilaterally (presumably with a degree of notice)if the partner either does not accept new terms or is no longer wanted by a new owner.
Perhaps I am just being too conservative or commercially naieve, but it would appear to be a contract heavily loaded in the club's favour.
I await castigation and my time in stocks on the village green.

No castigation mate, just a difference of views.

I think my aggressive stance would come from the knowledge that sponsorship of a PL club is actually a fantastic deal for any sponsor, the amount of brand recognition and awareness is huge relative to the cost.

Take Chang for example and ask them to spend £5 million on a global advertising campaign. There's not a chance that they could spend that money and achieve similar results wither in the short term or indeed the longevity of exposure football clubs provide. The value would be even greater if CL qualification was achieved.

I suspect that there's no one at Everton that truly appreciates the true commercial value of such a partnership and what it offers our commercial partners.

By way of reference I have some experience of how other sports demonstrate value to their commercial/sponsor partners, football is very poor at extracting that value.

 

[sportbillyblue]

as someone who has worked in this field for over 20 years, albeit in a major industrial 'sector' these appointments hardly seem like the A Team. I wonder how impressed 'the market' was (given that we may be up for sale, like).

Regardless I wish them the best, hope that they realise that now they belong to something special and put the necessary shift in.

Over the years we've missed a few tricks to establish a 'commercial presence' in overseas markets, not least when Li Tie played for us. Getting the Chinese onboard is all that we'd have needed to have become a global brand.