Everton have just announced a multi-year partnership with German workwear brand Strauss.
The Friedkin Group have ambitious plans for Everton as they look to return the club back into Europe after an eight-year absence.
The American investors shelled out in excess of £100m on new signings in the summer transfer window, and that figure could increase year on year with more commercial revenue coming in.
That said, Everton have released a statement announcing their new partnership with Strauss, which reads: “Everton has agreed a multi-year partnership with Strauss, the internationally-renowned German workwear brand, which joins the Club as its first-ever Official Workwear Partner.
“Strauss – recognised globally for engineering and manufacturing high-performance workwear – will receive prominent visibility across Everton’s Hill Dickinson Stadium on matchdays, including LED perimeter boards and big-screen branding, as well as exposure across the Club’s online and social media channels.”
To get the breakdown on that commercial deal, Everton News spoke exclusively to finance expert Adam Williams.
How much could Everton earn from the Strauss partnership?
Williams, who is the Head of Football Finance and Governance Content at GRV Media, explained that the Friedkins have done a terrific job in boosting commercial revenue, and the Strauss deal could earn Everton an extra seven figures every year.
“Everton are doing really good work in the commercial department,” the finance journalist noted.
“It’s noticeable that they have signed with perhaps a higher calibre of sponsor since the move to the Hill Dickinson Stadium, and there is clearly a recognition that they need to strike while the iron is hot.
“They’ve got more leverage in the first 12 months or so at the new stadium, which strengthens their hand in negotiations with sponsors.
How impressed have you been with the Friedkin Group since joining in 2024?
“If you look at the kind of leagues, teams and institutions that Strauss are partnered with, it bodes well for Everton. Strauss sponsors Major League Baseball, the Mexico national team, LAFC and – whisper it – Liverpool. That’s good company for Everton to be keeping.
“In terms of the value of the deal, it’s rare for details to be leaked. But benchmarking against some of the info I’ve heard coming out of Everton, I think they are probably looking at around the £1m mark.”
Everton are aiming for £80m in commercial revenue
Williams also explained that Everton are aiming to bring in around £80m-a-year in commercial revenue, which would put them alongside the likes of Aston Villa and Newcastle United, who are both in Europe.
“Commercial income was at £38.5m in 2023-24, the last financial year on record. That is down massively on a peak of £76m in 2019-20, when Alisher Usmanov paid a significant sum for first refusal on a naming rights deal for the new stadium. The fall-off post-Usmanov has been difficult, but I do think they will be aiming to set a new commercial record in the next couple of seasons.
Everton’s commercial income fell off a cliff after Alisher Usmanov’s exit
What else can Everton do at the Hill Dickinson Stadium to get back to £76m and beyond?
“You’ve got clubs like Newcastle, Aston Villa, Leeds and potentially West Ham who are all aiming for probably £80m-plus in a good season with a bit of a tailwind behind them. Everton want to be in that club.
“You then run into the next challenge of trying to catch up with the Big Six, who are all going to be on £250m-plus.
“That lead is, in my view, pretty much insurmountable even if you get absolutely everything right. So, it’s about narrowing the gap as much as possible and then trying to use your resources more smartly than the Big Six to minimise their competitive advantage on the pitch.”
Leon Osman has been really impressed by the Friedkins since taking over from Farhad Moshiri, and these types of deals will only help to grow the club on and off the pitch.
Ultimately, Everton will be judged by their performances on the pitch, but there’s no doubt the club have improved drastically from a financial perspective over the last 12 months.
The future is bright on Merseyside.
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