Everton Commercial Update
Chief Commercial and Communications Officer Richard Kenyon updates Evertonians on Season Tickets, the early success of ‘ALL’ Phase Four, and new stadium partnership acquisition…
Everyone at the Club appreciates that the outcome of our appeal against the 10-point sanction will be foremost in the minds of all Evertonians and we thank you for the incredible support and patience you have shown throughout what has been a difficult period. At this time, there is no update we are able to provide on these matters but please rest assured, we will share any news with you as soon as we are able to do so.
The unity and loyalty of Evertonians is something that has been reflected in the retention levels of Season Tickets and Lounge Memberships at Goodison Park over recent years as well as the take-up of the new premium products we have launched for our new stadium.Last season saw more than 98% renewal of Season Tickets at Goodison – quite incredible support, especially following a challenging campaign, and something everyone at the Club is extremely grateful for. This Thursday will see the renewal window open for our final season at Goodison Park and we would remind all Season Ticket Members to be aware of the deadlines. Those wishing to join the Waiting List can find information on how to do so here.
We already have many exciting events and activities planned for our final season at Goodison Park and later today we will be launching an identity which will underpin the creative campaigns over this period. I would like to thank our friends at the Everton Heritage Society for supporting this identity and in shaping some of our plans for what will be an important and memorable time, not only for the Club and our supporters, but for the wider footballing family, given the esteem in which our current home is rightly held.We understand from engagement with supporters and questions from our Fan Advisory Board, Fans’ Forum and Supporters’ Club Committee that fans are increasingly keen to know the timelines and processes for Season Tickets at the new stadium.
We have already confirmed that every Season Ticket Member at Goodison is guaranteed a Season Ticket at our new home, and we aim to make the process of purchasing for our new stadium as clear and simple as possible. Our insight team have been working through the data we have obtained from the various feedback and surveys we have conducted, and we will be issuing the plan for migration, prioritisation and how people will be able to purchase in groups later in the year, together with the various pricing options. Included in this information will be details on how priority will work and how people can form new groups in the new stadium should they wish to.
Our aim is to generally keep in line with the sales window that Evertonians are used to, and to facilitate this, our 10-month Direct Debit option for 2024/25 will enable supporters to finalise payments by the end of this calendar year in order to be in a position to purchase Season Tickets for the new stadium using a Direct Debit option for the start of 2025. As supporters will be aware, the sales process for ‘ALL’ – the premium areas of our new home – has been under way since autumn 2022 and has been extremely successful – with all three phases of seasonal memberships selling out quickly, with fantastic feedback given on our wide choice of Bars, Restaurants and Experiences at every stage.
Earlier this month we showcased ‘ALL Bars’, the fourth and final phase of the seasonal sales process. Village Street and Trinity Place Bar both feature in this phase and offer a range of vibrant bars and traditional style pubs that will transform the matchday experience. These seasonal memberships are already proving to be very popular, with more than half of the bar packages across both locations having already sold out. Our dedicated in-house sales team, alongside account managers who look after our Lounge Members at Goodison, continue to do an incredible job of taking fans through the significantly increased and varied options available while also explaining how the matchday experience will be enhanced at the new stadium. Supporters interested in finding out more about these seasonal packages can register their interest at evertonstadium.com/all to request a private consultation with the team.
We are also working hard on plans to ensure we maximise the opportunity of making our new home a ‘365’ venue and benefit from the significant revenue potential that events, stadium tours, concerts and other non-matchday activities present.The design and location of our venue – including its stunning Fan Plaza, unique premium offering and plans to host the world’s biggest music, entertainment and sporting spectacles – coupled with the stadium being a genuine year-round attraction, is proving compelling as we work hard to deliver new stadium-related partnerships which will underpin a step-change in our future commercial revenues.
I’d like to take this opportunity to thank both our Club Partnership team and our commercial partners Elevate for the work they have done on Stadium Naming Rights and Founding Partners to date and also in securing partners for our current partnership portfolio – a portfolio which continues to benchmark favourably against our peers. Importantly, within this portfolio are companies that share many of our values. Among them Christopher Ward, our Official Global Timing Partner, has enhanced its partnership with us and now provide valuable additional support to Everton Women. The globally-renowned British watch brand’s logo is now visible on the back of Everton Women’s shirts and they are developing money-can’t-buy prizes for our Women’s team’s growing fanbase.
Earlier this season we also welcomed FIGS to our portfolio – a forward-thinking, community focused US-based healthcare apparel and lifestyle brand who you will have seen branded on our medical team’s kits on matchdays. FIGS has shown a commitment not only to Everton but also Everton in the Community – and we are very grateful for the donation they have made to the charity ahead of its birthday fixture against Crystal Palace on Monday night [19 February]. Finally, I’d like to thank all our partners for their unwavering support to the Club – not least Stake who remain committed as our main partner – and look forward to working alongside them in the transition to our new home.I hope this message provides a useful update on some of our commercial processes and priorities. As I started out by saying, on behalf of everyone working at the Club I’d like to express our gratitude to all Evertonians for your quite incredible support – it is never taken for granted.
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