Everton refuses to disclose the value of this agreement, which is an extension of the agreement they already had with MegaFon.
How much is the MegaFon agreement worth to Everton’s women?
Everton Women will wear Megafon on newly branded shirts after Alisher Usmanov’s company announced an expansion with the Toffees.
USM, the holding company that owns MegaFon, first sponsored the club in 2017 when they bought the naming rights to Finch Farm, in an initial five-year contract worth around £6 million per year.
Under the Blues’ earlier agreement with SportPesa, Everton Women’s jersey sponsorship was part of the broader agreement signed for the men’s team in 2017, but the Blues emphasise that this association with MegaFon – although an extension with an existing partner – is a separate business.
Instead, the club has called the deal “the biggest commercial deal in the history of the women’s team.
However, the value of the naming rights option, which USM agreed to in January this year, was disclosed. They paid the club £30 million to obtain the first option – at a pre-agreed price – to purchase the naming rights for Everton’s new stadium at Bramley Moore Dock.
The club has neither confirmed nor denied these figures, nor has it commented on proposals that the extension of the agreement between USM and Everton last summer – to include the sponsorship of training apparel sleeves and a match day presentation partnership – has increased the value of the agreement to £12 million per year.
Again, the Blues do not go into the details of the agreement, simply saying that it is a “multi-year” partnership with MegaFon.
How long will the agreement be announced today?
ECHO expects the agreement to last at least two years, with options and clauses being included in the agreement.
ECHO assumes that when the club began to look for new shirt and sleeve sponsors, it intended to explore other sectors in order to find new club partners.
Why did Everton decide to expand with MegaFon and not find another partner?
Everton is believed to have talked to a number of organizations about a deal, but because they were desperate to find a company that matched their jersey and sleeve sponsorship rating, they began discussions with MegaFon to expand their existing agreement with the club.
The club says all the money the club earns from the deal will go back into the Everton Women’s coffers to build a team capable of competing for honor in the Women’s Super League and in Europe.
Although Everton has not commented on the deal, the impact of the pandemic will also have made their task more difficult, as they wanted to ensure that their score was met.
What do Russian-based MegaFon and Yota have to gain from sponsoring an English women’s team?
MegaFon’s CEO said that the Everton Women have done so: “…tremendous ambition and an international reach, playing in the now globally recognised WSL”.
Willie Kirk’s team will wear the new jerseys for the first time in Sunday’s FA Cup final against Manchester City.