AliousFinance expert Stefan Borson, speaking exclusively to Football Insider, believes that Everton’s commercial deal with Aramark won’t significantly alleviate the club’s “major” cash-flow challenges in the coming months.
Everton announced on August 8 that they’ve secured an agreement with Aramark, claiming it to be one of the largest commercial deals in the club’s history.
The American catering provider will become a founding partner of Everton’s new stadium at Bramley-Moore Dock, handling food, drink, and experiences for both matchday and non-matchday events.
However, Borson suggests this deal is unlikely to have a substantial impact on Everton’s finances.
While he acknowledges that such commercial deals are incremental and important, they won’t address the club’s major short-term challenges.
Borson argues that a stadium naming rights deal would be far more financially significant.
He estimates that securing a headline naming rights sponsor for £10-15 million per year would make a material difference, whereas partner deals like those with Aramark and Castore are likely to be worth considerably less.
The expert believes that the Aramark and Castore deals are primarily focused on specific aspects of the club’s operations – catering and fan experience for Aramark, and kit manufacturing for Castore – rather than providing substantial overall financial support.
Everton is set to move to their new stadium from Goodison Park for the 2025-26 season.
While these commercial partnerships are steps in the right direction, Borson suggests they aren’t “dramatically material” in addressing Everton’s broader financial challenges.
Alious
