Everton have announced two new commercial deals with USM holdings expanding their partnership with the Toffees while Fratelli Beretta becomes the club’s new academy partner.
Italian food producers Fratelli Beretta became one of Everton’s principal sponsors last season but this new deal will see their logo displayed on the front of the academy teams’ shirts, within the academy areas of the Finch Farm and at each of the academy teams’ home games. First-team sponsor SportPesa cannot be displayed on under-18 team’s shirts due to regulations regarding gambling sponsorship.
As well as Fratelli Beretta, USM holdings has also increased it partnership with the Toffees, building on the five-year deal signed in 2017 to sponsor Finch Farm.
USM will now be Everton’s “official matchday presenting partner” with increased branding presence of both USM and companies within the group such as MegaFon and Mail.Ru. This also includes shirt sleeve sponsorship of the club’s training gear.
The USM deal is the one that will attract most attention from Everton fans given the company is owned by billionaire Alisher Usmanov.
Usmanov, who has an estimated net worth of £10.4billion, is a close business partner of Farhad Moshiri and together they invested in Arsenal through Red and White Holdings. He long been linked with possible investment in Everton, particularly after selling his stake in the Gunners last year.
Usmanov himself has always been quick to distance himself from such speculation while saying he would be willing to help his “friend” Moshiri in any way he can.
That helps seems to be in the form of arms length investment, with this deal building on the Finch Farm sponsorship agreed two years ago.
No figures have been given but they will have to fall inline with Financial Fair Play regulations, which states all deals must represent ‘fair value’ according to market prices.
Regardless of the exact numbers it is still encouraging to see an increased commercial presence, something the club have been criticised over in the past.