What was previously supposed to be a calm summer under the perennially composed Carlo Ancelotti has ended up being quite an emotional rollercoaster for Everton Football Club. Not only did Don Carlo leave abruptly to return to Real Madrid, the Toffees’ fans were then presented Rafa Benítez, once a bitter rival, as their new manager. While his managerial pedigree does not harm his chances, Rafa’s former affiliations certainly leave him with very little wiggle room if and when things start going south. Either way, Everton seem to be an exciting prospect for another Premier League season as they try to battle their inner demons while simultaneous attempting to break into the top-end spots of the division. Here are their Official Partners going into the 2021-22 season.
Following are the companies and organisations that are enjoying a strong branding presence across Everton’s physical and digital assets.
Cazoo – The Toffees signed London-based online car platform Cazoo as their official main partner in June 2020. The three-year, £10m-a-year deal sees Cazoo serve as the front-of-shirt sponsor for the club’s matchday and training kits.
Hummel – Everton ended their six-year partnership with Umbro to sign a three-year kit deal with Aarhus-headquartered Danish sportswear brand, Hummel. Announced in May 2020, the three-year, £10m-a-year deal kicked in with the start of the 2020-21 season.
USM Holdings – In January 2020, Everton signed a deal reportedly worth £30m with USM Holdings for the naming rights option for their new stadium which is set to be constructed at Bramley-Moore Dock.
USM’s founder, Alisher Usmanov, is a long-time business partner of the club’s main shareholder, Farhad Moshiri. The company already sponsors the Toffees’ training ground, Finch Farm.
Usmanov is said to have fronted up with the deal to put an agreement in place for the naming rights for the new stadium, which is scheduled for completion by 2023, with an eye to further invest in the club as a shareholder.
Fanatics – Everton announced a long-term extension and expansion of their deal with Fanatics in February 2019. This new deal saw the club adopt the global apparel and merchandise giant’s v-commerce model, helping them to improve fan experience.
The deal also includes plans for a ‘world class’ store at their new stadium. Fanatics already operates Everton’s outlets at Goodison Park, within the city of Liverpool, and the club’s online store.
Socios.com – Everton signed a deal with cryptocurrency-based fan engagement platform Socios, which is powered by Gzira, Malta-based blockchain fintech provider Chiliz, in August 2021 to launch their own Fan Token.
Via Socios, Everton offer their fans a chance to obtain Fan Tokens ($EFC) that allow them to participate in several club-oriented activities. These Fan Tokens are limited in number and can be bought, sold or won in an augmented reality in-game.
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Parimatch – In September 2020, the Limassol-headquartered sports betting company became the club’s Official Betting Partner in Europe and the Commonwealth of Independent States (CIS) on a two-year deal, with marketing rights to also promote its brand in the UK.
Davanti Tyres – Everton signed Newton-le-Willows-based English tyre manufacturer Davanti Tyres as their official global tyre partner in August 2017. The partnership was renewed and expanded in March 2020, providing Davanti increased branding exposure across the club’s online and physical assets.
Fratelli Beretta – Fratelli Beretta became the club’s first ever official Italian partner in November 2018. The deal got Fratelli access to the club’s marketing assets as well as in-ground branding at Goodison Park.
Everton further expanded their partnership with the Italian food production company next year by making Fratelli their official academy partner. The improved deal gave Fratelli Beretta front-of-shirt branding rights for the club’s academy kits, as well as branding space at their training complex, USM Finch Farm. The partnership was further renewed in September 2020.
Sokin – The London-based financial services provider became the club’s Official Global Payments Partner in May 2021. Apart from branding rights, the deal sees Sokin support the club’s “FX and payments needs”.
Carling – Everton signed Carling in a long-term deal back in July 2017. The deal sees Carling serve as the club’s official UK beer partner and hold pouring rights at Goodison Park.
Lucozade – Lucozade Sport serves as the club’s official soft drink partner.
Rushbet – The Bogotá-headquartered Colombian online betting platform was announced as Everton’s Official Betting Partner in Colombia in December 2020, in what was the club’s first-ever commercial deal in the country.
Apart from branding rights, the deal has seen Everton’s players, led by Colombian stars James Rodriguez and Yerry Mina, feature in several of Rushbet’s advertising and promotional campaigns.
Fridays – Fridays was announced as the Official Restaurant Partner of Everton’s women’s team in July 2021 in a deal covering the 2021-22 season.
The deal sees Fridays hold pitchside branding rights (at Walton Hall Park stadium, the Everton Women’s home ground) as well as access to “matchday experiences, player appearances and official merchandise for giveaways”.
The two parties are also set to work together to raise awareness of women in sport.
Clarity Sports – Part of British travel management company Clarity Travel, Clarity Sports was announced as Everton’s Official Team and Business Travel Partner and Match Break Partner in January 2021 on a multi-year deal.
As the club’s Official Team and Business Travel Partner, Clarity oversees management of their matchday and business travel plans. As their Match Break Partner, Clarity’s sporting arm Sportsbreaks.com offers the Everton fans ‘Match Break’ packages that include an official ticket and a choice of overnight accommodation for home matches covering all tournaments the Toffees are set to play in.