http://www.liverpoolecho.co.uk/spor.../everton-bramley-moore-naming-rights-12808430
Design of Everton's new Bramley Moore Dock stadium will be key to lucrative naming rights deal
Sports marketing expert also says landing deal will prove tough in current climate
Everton have been told that the design of their new stadium could be key to landing a major naming rights sponsor.
But the Blues are being warned that securing a multi-million pound deal will be difficult in a “buyers’ market”
Everton have agreed a deal with Peel to buy a plot of land at Bramley Moore Dock, while a Liverpool City Council-backed funding project is set to be ratified later this week.
And as part of the official document being scrutinised by the local authority, it has been confirmed that naming rights revenue is expected to help Everton pay for their new home.
Tim Crow, CEO of Synergy - a leading sports and marketing agency - says the search for a naming rights partner is becoming an increasingly crowded market in the Premier League and believes the Blues’ new ground need to set themselves apart from the rest of the field.
“The actual nature of the stadium is really, really important,” he told the ECHO.
“There is a lot of buzz around Spurs’ new stadium because it is so good looking and will be technologically advanced.
“There is a lot of negativity about the London Stadium, however.
"You need that great experience, it is really, really important, and - for example - if there are really interesting high-tech features then you are more likely to attract tech companies, who are the guys with the money these days.”
Crow added: “The sponsorship market in the UK is the softest it has ever been, there are a huge amount of major sponsorships unsold, it is very difficult to sell.
“There are a lot of naming rights sponsorships out there - Spurs, the London Stadium - and struggling.