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Everton's Kitbag deal analysed: Good or bad for the Blues?

30/06/2015  Comments (2)  jump
In the wake of Everton's update on the much-mailgned Kitbag merchandising deal and some no-holds barred criticism of it from a fan site and social media, David Prentice takes an in-depth look at the deal and asks whether it's still a good one for the club.
In 2009 guaranteed income of 3m a year represented a considerable improvement on Everton's previous merchandising deals.

But modern football moves at a furious pace. Look at the acceleration of TV deals in that timescale.

Fans are right to wonder whether they could do even better with a more ambitious, dare we say, riskier strategy.

Everton say they regularly scrutinise the Kitbag deal and are content that they couldn't do better.

Kitbag is a risk-free' deal. It is not the commercial disaster some supporters say, but it is also far from perfect and appears unambitious.

» Read the full article at Liverpool Echo


Reader Comments (2)

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Christine Foster
1 Posted 30/06/2015 at 23:19:05
I am afraid it's a case of the Echo sitting on the fence... it's not bad; it's not good. But the case remains, de-risking? Elstone a.nd the board should be ashamed. Whilst on the last tour of Australia I attended the Brisbane game, outside where a couple of stalls selling replica strips and merchandise, unfortunately all of which were old stock.

In a nutshell it typifies the reason this club continually fails to succeed at anything, because it aspires to nothing. That lack of leadership is the board, the CEO just implements what they want. It's a sad, pathetic joke.

The first rule of sales is have the product available. The second rule is placement for maximum impact. Sales 101 it really is that simple.

De-risk = no ambition. De-risk limits potential. De-risk denies giving people what they want and when they want it at a price that is affordable. It's a chicken strategy all round.

Robby Daniels
2 Posted 30/06/2015 at 23:43:45
Well said Christine, it's endemic of the Echo and Elstone to sing the praises of an awful deal in todayÂ’s market.

As you say, De-Risk is the easy option... and highlights no ambition.

ElstoneÂ’s a number-cruncher and nothing else.

The day these clowns leave will be the day we start to recover...


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