Former Everton CEO Keith Wyness believes a naming rights deal with JPMorgan is improbable, predicting airlines or established brands like Toyota will be more likely to secure the deal.
Everton ’s former chief Keith Wyness has insisted JPMorgan & Chase’s relationship with the club is unlikely to translate into a naming rights deal. The 66-year-old – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – claimed he expects an airline or established brand like Toyota to find the budget to take the rights.
JPMorgan have a number of new links with Everton following The Friedkin Group’s takeover, with the multinational firm helping restructure £660million of debt on Merseyside in the wake of the deal. Meanwhile – Everton’s new chief financial officer, Ana Dunkel, previously held a senior position with JP Morgan. The New York-based giant recently agreed a deal to rename Inter Miami’s ground the ‘Chase Stadium’ as part of their history of involvement in sport. “I don’t think the money they will make off this loan with Friedkin will compare with what it will take for a naming rights deal. Join the Football Insider WhatsApp channel to get all our exclusives and the breaking transfer news FIRST. “They’ve got a new sports investment unit going and they are very active, deciding that some sort of public profile is needed.“I still think airlines and a brand like Toyota will be able to bring the budget and monetise the benefits from a naming rights deal better.“JPMorgan is name recognition, so it will be hard to monetise that. They’re based in London, too, so getting clients up to the stadium will be tougher
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