Sponsorship & Marketing

Everton brings in Elevate to market new stadium

Everton Stadium

Images: Everton FC

English Premier League football club Everton has appointed US sports and entertainment consulting firm Elevate Sports Ventures to support the delivery of the commercial strategy for its new waterfront stadium, including naming rights.

Elevate will work with the club on what has been described as a “bold revenue generation programme”, including developing a range of new partnership opportunities and a global search for a naming rights partner for the 52,888-seat venue at Bramley-Moore Dock in Liverpool.   

Richard Kenyon, Everton’s chief commercial and communications officer, said: “It is important that the club capitalises on the many commercial opportunities presented to us by what will be a world-class stadium on a world-famous waterfront.

“To do this, we needed to find the right partner to ensure we maximised these opportunities, particularly in respect of commercial partnerships. Following an extensive process, we were pleased to appoint Elevate as our partner – and from our work with them to date it seems we have made a great choice. We’re excited by the opportunities ahead of us – and to be working with Elevate to deliver them.” 

One element of the club’s commercial growth plan at its new stadium commenced last month when ‘ALL’ – what intends to be a revolutionary re-set of traditional football hospitality – was launched.

ALL will bring together the bars, restaurants and experiences that will be available at Everton Stadium, with the club in February commissioning venue specialist Forward Associates to create new fan experiences at its new stadium.

Forward Associates has been working with Everton to design match-day hospitality packages and experiences, with ALL part of the effort to create a more inclusive offer to supporters. ALL will offer a wide range of fan experiences, from traditional pubs and sports’ bars through to high street style restaurants and opulent fine-dining.

The demand for the bars, restaurants and experiences at the new stadium is expected to match the existing high levels of uptake for season tickets and hospitality at the club’s current home, Goodison Park. The club currently has the maximum number of season ticket members allowed within Premier League guidelines at its 39,572-capacity ground, with more than 20,000 fans on a waiting list.

Elevate in May secured investment from Arctos Sports Partners. The undisclosed strategic investment from the sports investment fund meant it joined Elevate’s equity partners, which include NFL franchise San Francisco 49ers, Harris Blitzer Sports & Entertainment, Oak View Group and Live Nation/Ticketmaster.

Shawn Doss, Elevate Sports Ventures chief business office for international, said: “Everton’s ambition to create one of the most premier stadiums in the world, on such a unique piece of property, has the potential to change the club’s legacy and the City of Liverpool forever.

“We are honoured to partner with Everton as we support their efforts to deliver the most sustainable, technologically advanced and fan-friendly football stadium in the Premier League. Everton and Elevate are aligned and confident in our shared commitment to create a best-in-class experience for Everton fans, players, partners, and the wider Liverpool community.” 

Everton’s new home on Liverpool’s north docks is the largest single site development under construction in the UK. Everton staged a project commencement ceremony for its new £500m (€571.8m/$563.6m) home on August 10, 2021.

In the past 13 months, the engineering feat of infilling the dock basin with sand dredged from the Irish Sea has been completed, non-listed structures have been demolished, and the foundations for the brick, glass and steel structure laid. The skeleton of the stadium is now clearly visible as the steelwork on the North and South stands are erected.