Everton Sets Out Plans To Enhance Global Presence

Everton has set out its vision to further expand the Club’s global presence and build on the significant strides made over the past 12 months.

Speaking at Everton’s Annual General Meeting – which was held virtually on Thursday night with Shareholders across the world – Chief Executive Officer, Professor Denise Barrett-Baxendale, discussed the Club’s global marketing activities and future plans in key territories such as North and South America and Australia.

Everton Chief Financial and Commercial Officer Alexander Ryazantsev, meanwhile, revealed the Club’s aims to boost its portfolio of global partners.

Professor Barrett-Baxendale also highlighted the rise in Official Everton Supporters’ Clubs as the worldwide community of Blues continues to grow, as well as outlining the expansion goals for the Everton International Academy Affiliate Programme.

Professor Barrett-Baxendale declared her confidence the steps Everton is taking will help elevate the Club’s global footprint to a new level.

“Our strategy aims to build our profile and ‘on the ground’ presence, in key territories including North and South America and Australia, which will enable us to secure more overseas commercial deals in the medium to long-term,” said the Everton CEO.

“The Club has implemented a focused marketing strategy to support our growth objectives in the USA, including the appointment of Tim Howard as the Club’s first official US Ambassador.

“As part of our plan, we have increased our Supporters’ Clubs in the USA to more than 50.


“And in May, the Club launched an International Academy Affiliate Programme, expanding the knowledge and expertise of our player development framework into territories where we are most focused on growing our presence.

“It will provide us with a presence in soccer communities across the globe and we have been pleased with how our pilot year has gone and delighted to now have five clubs confirmed in North America, South America and Australia, and are close to reaching an agreement with five more.

“From next Spring we will also be running an extensive soccer camp programme across the Midwest and North East of North America.

“Thousands of young soccer players will be getting their first taste of Everton as we take our coaches on the road into communities to help them develop as players while at the same time, we hope, help us create more young international supporters.”

Professor Barrett-Baxendale also explained how the Club’s new partnerships with Chilean team Everton de Vina del Mar and Irish top-flight side Sligo Rovers will offer a wealth of mutual sporting and business benefits.

She added: “The Club has strengthened its international ties to Latin America by signing a new partnership with our Chilean namesake, Everton de Vina del Mar and its owners Grupo Pachuca.

“The new partnership will enable Everton to increase our presence not only in Chile but also through Grupo Pachuca’s portfolio of clubs across Mexico and Argentina.

“Grupo Pachuca is one of the leading football organisations in Central and South America and the new relationship will see the development of several new cross-continent initiatives including knowledge sharing – particularly in youth development and coaching, talent identification, marketing, retail and fan base development.

“Closer to home, we have also just signed an MOU with Sligo Rovers.

“Through this arrangement we will be running camps and training programmes in the west of Ireland and supporting each other’s objectives in terms of youth player development.”

Having revealed Everton’s sponsorship, advertising and merchandising revenue has more than doubled year-on-year from £29million to a record £64million, Chief Financial and Commercial Officer Ryazantsev outlined the Club’s plans to further increase its portfolio of international Official Partners.

“We now have partners from the UK, USA, Denmark, Italy, Russia, Colombia and Cyprus,” Ryazantsev said.

“The intention is to expand this further. 

“In terms of sectors, we have added digital retail and mobile communications to our portfolio.

“We are also hopeful that as the world starts opening up again – post-pandemic – there will be a pent-up demand from sectors most affected by it, such as leisure, tourism and travel, and we will be targeting this space.”