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Everton Women net MegaFon as new shirt sponsor

Mobile virtual network operator Yota also added to left shirt sleeve.

29 Oct 2020 Ed Dixon
  • Contract hailed by club as ‘biggest commercial deal’ in Everton Women’s history
  • USM, owner of MegaFon, first partnered with the Toffees in 2017
  • Russian holdings company also purchased UK£30m naming rights option for Everton’s new stadium

Everton Women have signed a new multi-year principal partnership with Russian mobile phone operator MegaFon.

The expanded tie-up with Everton, which sees the company already feature on the men’s first team's training kits and women’s shirt sleeve, is the biggest commercial deal in Everton Women’s history.

As part of the new agreement, MegaFon will receive branding on the front of Everton Women’s playing jerseys, while mobile virtual network operator Yota, which is part of the MegaFon Group, will be added to the left shirt sleeve. This also marks Yota’s first foray into English soccer.

USM, the holdings company which has a majority stake in MegaFon, first sponsored Everton in 2017 when it bought the naming rights to the club’s Finch Farm training ground, in an initial five-year-deal reportedly worth around UK£6 million (US$7.8 million) per year.

The expansion of USM's agreement with Everton in the summer of 2019, which included training wear branding and a matchday presenting partnership, purportedly saw the value of the deal rise to UK£12 million (US$15.6 million) a year.

Though the club has not disclosed the value of the new Everton Women contract, the Toffees are stressing that the tie-up with MegaFon, while an expansion with an existing partner, is a deal in its own right. The Liverpool Echo adds that it has been signed for at least two years, with options and clauses written into the agreement.

USM, which belongs to Russian billionaire Alisher Usmanov, also purchased a UK£30 million (US$39 million) naming rights option in January 2020 for Everton’s new stadium, which is scheduled for completion in 2023.

The new MegaFon deal has been signed in time for the Women’s FA Cup final on 1st November between Everton and fellow Women’s Super League (WSL) side Manchester City.

“This partnership reflects the increasing prominence of the women's game and the exciting future for our women’s team,” said Sarvar Ismailov, Everton Women’s sporting and commercial director.

“Securing exclusive commercial partnerships for Everton Women has been a key part of our vision and strategy for developing a team that challenges at the top of the Women's Super League. We are delighted that MegaFon has seen the opportunity to join us on that exciting journey.

Gevork Vermishyan, MegaFon’s chief executive, added: “We are delighted to further expand our agreement with Everton in what is a very exciting time for Everton Women.

“This partnership allows us to support the women’s game in England and be part of a Club with huge ambition and an international reach playing in the now globally recognised WSL.”

Everton Football Club

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