AliousFormer Everton CEO Keith Wyness has praised the club’s new kit deal with Castore, describing it as a “smart” move ahead of the Merseyside club’s relocation to their new stadium in 2025.
Wyness, who now runs a consultancy advising top-tier clubs, believes this agreement puts Everton back on par with other top-ten Premier League clubs in terms of commercial performance.
The recently announced partnership with Castore is reportedly worth at least £20 million per season, marking a significant improvement over their previous arrangement with Hummel.
This new deal represents a club record and is valued at three times the amount of the Hummel contract, which was initially signed in 2020 and later extended.
According to Football Insider, Everton is poised to generate up to £95 million in commercial and sponsorship revenue for the upcoming season.
Wyness, speaking on Football Insider’s Inside Track podcast, expressed his approval of the Castore deal, suggesting that it addresses a period during which Everton had been “punching below their weight” commercially.
Wyness stated, “It’s great, of course it’s great. It keeps Everton where they should be in all the financial graphs – seventh, eighth or mid-table.
We’d been punching below our weight for quite a while.”
He also highlighted Castore’s foresight in recognizing the potential boost in publicity and visual appeal that will come with Everton’s new stadium.
Wyness added, “Castore have recognised that with the new stadium coming, there will be a huge increase in publicity and some great visuals. They’re very clever, it’s very smart marketing.”
The deal includes performance-based add-ons, which could further increase its value if Everton improves their league position.
Wyness concluded by saying, “We’re back to where Everton should be, keeping up with the top 10 rather than falling behind,” emphasizing the deal’s importance in maintaining Everton’s commercial competitiveness within the Premier League.
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