Everton have signed a multi-year deal with Cazoo that will see the ecommerce brand become the club's new main sponsorship partner.
The new agreement, worth a reported £10m per year, will see the online car retailer replace SportPesa on first-team kits and training wear starting next season.
Founded by British entrepreneur Alex Chesterman OBE, the digital innovator behind LoveFilm and Zoopla, Cazoo is a digital platform that makes buying a car as simple as purchasing any other product online. Since its launch in late 2019, UK consumers have embraced the simplicity of buying cars online and having their new vehicles delivered to the door.
Everton see having them become their new main sponsor as underlining Cazoo's commitment to securing its place as the UK's best-known online car retailer.
Everton CEO, Denise Barrett-Baxendale said: “We are delighted to welcome Cazoo as our new main Club partner and shirt sponsor. We have been impressed with the approach that Cazoo has taken and are confident that they will be a great partner for the Club and our fans in the years to come. We are looking forward to working closely with them and are in no doubt that the values of Cazoo and the company's focus on innovation and future development complement perfectly our own ambitions as we embark on an exciting new chapter for the Club.”
The partnership complements Everton's commercial development strategy and means that, for the first time since the 2003-04 season, replica kits featuring the club's main partner branding will be available to purchase in junior and children's sizes.
Alex Chesterman, the founder & CEO of Cazoo, is one of the UK's leading digital entrepreneurs and investors. He has been named the UK's Entrepreneur of the Year and was awarded an OBE for services to digital entrepreneurship in 2016. He said: “We are really excited to be partnering with Everton, a family club with a rich heritage and a passionate and loyal fanbase.
"This opportunity will help significantly enhance our brand awareness as we look to make Cazoo a household name. We look forward to working closely with the Club as part of our mission to provide the best possible car buying experience to UK consumers.”
Reader Comments (91)
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1 Posted 08/06/2020 at 15:13:52
At least you're not a frigging betting shop.
2 Posted 08/06/2020 at 15:18:34
3 Posted 08/06/2020 at 15:23:38
Another wasted opportunity.
4 Posted 08/06/2020 at 15:30:54
5 Posted 08/06/2020 at 15:37:52
6 Posted 08/06/2020 at 15:38:03
7 Posted 08/06/2020 at 15:39:13
8 Posted 08/06/2020 at 16:09:15
9 Posted 08/06/2020 at 16:09:16
Was behind Zoopla!
Just a small thing, but at least kids can have a sponsor on the jersey, my boy will be pleased!
10 Posted 08/06/2020 at 16:10:34
11 Posted 08/06/2020 at 16:23:21
British to the core! Boris will be proud of us!!! The only British-owned brand on the front of a Premier League shirt.
Make Britain Great Again!
12 Posted 08/06/2020 at 16:46:58
13 Posted 08/06/2020 at 16:47:42
Man Utd £64 million
Man City £45 million
Liverpool £45 million
Arsenal £40 million
Chelsea £40 million
Spurs £40 million
14 Posted 08/06/2020 at 17:01:25
15 Posted 08/06/2020 at 17:07:44
We are still the best of the rest. It does show you what difference a top 6 rating makes though.
16 Posted 08/06/2020 at 17:14:34
17 Posted 08/06/2020 at 17:23:38
Not fair to criticise the club for having a sponsor we haven't heard of – that's the whole point of Cazoo doing the deal.
18 Posted 08/06/2020 at 17:32:41
Maybe the owner can put together on online program where Everton can sell or dispense with unwanted players and have them delivered to the buying club.
19 Posted 08/06/2020 at 17:44:37
20 Posted 08/06/2020 at 17:57:44
What about the sleeve sponsors, are we also getting rid of Angry Birds ?
21 Posted 08/06/2020 at 18:10:11
But Z-Cars is gonna sound a little funny played on one of those things...
22 Posted 08/06/2020 at 18:15:41
23 Posted 08/06/2020 at 18:16:55
Come to think of it Welcome to Everton, Cazoo!
24 Posted 08/06/2020 at 18:38:01
On shirt matters, I would like to see a shirt in memory of Madeleine McCann with the proceeds going to appropriate children's charities.
25 Posted 08/06/2020 at 18:54:07
26 Posted 08/06/2020 at 18:55:12
On a side note - do people really buy cars online? I mean, I know no one wants to deal with pushy car salesmen, but still... you don't want to test drive it first or anything?
27 Posted 08/06/2020 at 18:55:59
28 Posted 08/06/2020 at 18:59:30
29 Posted 08/06/2020 at 19:06:10
30 Posted 08/06/2020 at 19:14:45
31 Posted 08/06/2020 at 19:28:10
It would be interesting to understand if both are comparable - ie, fixed amount or if it includes bonuses. Not in line with the big 6, but perhaps those sums will be harder to find after Covid-19.
The positives are it's a UK company, not drink or gambling, and not connected to USM (avoiding challenge on FFP).
32 Posted 08/06/2020 at 19:32:48
As others have said, brilliant to get a betting firm off our shirts, as well as some unknown Chinese or Thai beer.
33 Posted 08/06/2020 at 19:33:56
FWIW, though I think it's a good brand to be associated with, very good founder.
34 Posted 08/06/2020 at 19:49:17
I'm only 9.8% British (if Irish, Scottish and Welsh are considered Britons) but I like the idea of a British sponsor.
Run it up yer ol' wazoo!
35 Posted 08/06/2020 at 19:55:02
36 Posted 08/06/2020 at 20:10:07
37 Posted 08/06/2020 at 20:17:55
Everton's last foray into Europe is a Nightmare that I'm still trying to eradicate from my mind.
These deals are never straight forwards and would no doubt insist on Everton remaining in the Premier League; so would likely command an increased fee if Everton were to qualify for Europe or the Champions League.
38 Posted 08/06/2020 at 20:55:18
40 Posted 08/06/2020 at 21:02:12
41 Posted 08/06/2020 at 21:23:25
42 Posted 08/06/2020 at 22:22:50
Sadly, I will hate to see what the press will come up with should we lose a fixture 5-0.
43 Posted 08/06/2020 at 22:28:23
Danka (thanks) = trophies
Cazoo (autocorrects to Casio) = ?
44 Posted 08/06/2020 at 22:44:12
45 Posted 08/06/2020 at 22:46:44
46 Posted 08/06/2020 at 22:50:23
Maybe this was the only show in town?
47 Posted 08/06/2020 at 22:53:49
48 Posted 08/06/2020 at 22:55:41
Take a look at the numbers Brian (13) posted, is he wrong? Are we that much worse than the top 5?
I'm not saying there was a backroom deal but one has to wonder the differences are remarkable.
49 Posted 08/06/2020 at 23:00:07
50 Posted 08/06/2020 at 23:44:52
51 Posted 09/06/2020 at 01:47:02
Will be interesting to get to know more about financial aspects of the contract.
52 Posted 09/06/2020 at 04:40:29
53 Posted 09/06/2020 at 05:53:39
Imagine... the Royal Blue jersey unsullied. Not even a badge. Remember the 60s? Everyone knew who we were. Didn't need a logo.
Or we could tap into the zeitgeist. Barca had UNICEF, no? Maybe we could have BLM?
But we'd lose £10 million, you say. How would we make up the shortfall? Well, to start with, we could stop paying over the odds for useless footballers and rewarding them with ludicrous contracts. Or we could close down the Academy. There's a thought!
54 Posted 09/06/2020 at 06:52:13
55 Posted 09/06/2020 at 07:10:32
That was the second first-team top I got!!!
Didn't do them much good re UK profile unless you import pork.
56 Posted 09/06/2020 at 07:17:40
57 Posted 09/06/2020 at 07:25:08
The logo will look alright on the shirt.
So it's fine with me.
58 Posted 09/06/2020 at 08:23:46
Expect other deals to be renegotiated this year.
59 Posted 09/06/2020 at 08:44:17
- The deal is worth about £8.5m per season and covers first team and U-23 plus usual stadium, merchandise, and digital asset prescence.
- SportPesa was worth £9.6m per season and was cut short by the club. (I don't know if there was any penalty on this – I understand SportPesa lost their home market, so maybe it was a no-fault mutual termination.)
- Deal has been agreed for some time and was almost ready pre-pandemic, which delayed announcement due to logistical issues.
- The reduced value of the new deal is explained by its reduced inventory: unlike SportPesa, Cazoo will not have rights to the shirt front of the women's or youth teams. The club expects the overall value of its portfolio will have increased significantly when these assets are also sold.
60 Posted 09/06/2020 at 09:34:09
For those who haven't seen it, Paul the Esk's latest Football Shorts article includes a chart that sets this in context with what the other Premier League clubs are getting for shirt sponsorship. To have negotiated a new deal at this time and not have the plug pulled on it is remarkable considering the economic uncertainty that we appear to be descending into...
61 Posted 09/06/2020 at 09:50:20
I dont know whats worse though, fear-mongering, or doom-mongering, because life must go on!
62 Posted 09/06/2020 at 09:59:41
63 Posted 09/06/2020 at 10:41:16
64 Posted 09/06/2020 at 10:59:23
The commercial side of the modern game is repulsive, and clearly unsustainable. Hopefully post-Covid-19 much of this will collapse. We all chase the mythical Top 6 thing when the construction of a good team, a strong unit who play good football can still be achieved without doing all these vile deals.
It's amazing how so many fans now engage with the whole commercial thing – talk about it with the same energy as they would talk about the actual game of football itself. Truly, from Thatcher in '79 onwards, the character and priorities of the British people have been, effectively, privatised.
65 Posted 09/06/2020 at 11:32:36
66 Posted 09/06/2020 at 12:11:08
67 Posted 09/06/2020 at 12:37:57
Cazoo: £9M pa
SportPesa: £7M pa
That's a very substantial increase (nearly 30%) if true.
68 Posted 09/06/2020 at 12:49:20
69 Posted 09/06/2020 at 13:21:40
Advertising and sponsorship are mysterious beasts to me personally. I know they are huge business but, at a personal level, I'm just not interested. I record most commercial TV so I can skip the adverts. Must be why I'm one of the few left who still likes the BBC!
In fact, I'm now increasingly annoyed by the insidious adverts on YouTube and podcasts. But I'm too stingy to fork out for ad-free subscriptions. I wonder if it's an age thing or if the youngsters amongst us have grown up with the stuff and block it out, or enjoy it as a contemporary on-point diversion, without actually succumbing its seductive lure?
70 Posted 09/06/2020 at 13:52:55
I've never placed a bet in my life but I very much enjoy a pint. Home of the Grand National and the bars inside Goodison and surrounding pubs thronged every match I've been to? It's not the Prohibition Era. Plus cars pollute the environment too. It's all a bit bemusing!
71 Posted 09/06/2020 at 14:03:35
I'd researched the agent and everything appeared to be okay but to be on the safe side I paid £100 by credit card just in case it went tits up. It was about £4,000 cheaper than going to a dealer.
72 Posted 09/06/2020 at 14:41:50
As for Angry Birds, you have a point but it's just a silly name to me and it looks as if we're getting rid.
73 Posted 09/06/2020 at 15:02:36
Barcelona are a team I follow, together with some other teams that fit with my socio-political beliefs. Catalans regard the Barca shirt as their national flag – given that, for many years, the Catalan flag during Franco's time was not permitted in public. Hence the national shirt became the emblem for Catalan hope, independence and pride.
The fans never wanted the shirt – their identity – sullied by Corporate sponsorship. I remember at the time that some Barca fans predicted that the UNICEF sponsorship was not totally sincere and would be followed by corporate sponsorship. At the time, some voiced this opinion and requested a public assurance that there should only be non-profit-based suitable charities on the shirt.
I suppose History will be the true arbiter of the real intention but I believe maybe Everton could reverse this process by having a charity as our next name on the shirt. Given the recent "sleep-ins" we have at Goodison and the community work we've done, then that would be a suitable change of direction.
Other sports clubs, St Pauli and Green Bay Packers, are very community-based and, due to this, have a good ethical worldwide fanbase. The Green Bay Packers have been recent Super Bowl winners and in the history of the game successful. Given recent events and the slave industry history of Liverpool, then maybe a good direction would be to visibly support those charities who deal with "modern slavery" in the most obvious way possible.
74 Posted 09/06/2020 at 15:06:08
The time of the back-lot dealer is long gone, and the same as other industries that have realized that they have had to upgrade their practices to remain competitive. This looks like the future of car buying, It appears legitimate and hopefully the revenue can increase if their profits increase.
The major problem with shirt deals is, to become competitive the club has to become more successful, and it appears the club is moving in the right direction by trying to rebuild with a solid foundation to be able to move up to higher standards.
75 Posted 09/06/2020 at 15:32:07
I simply don't get it though. I didn't bet online with SportPesa. I don't drink Chang lager and come to think of it I'd never heard of Hafnia till I saw the name on the shirts back in the '80s. But I never bought the bacon. Danka? NEC? One to One? I've still got shirts with the name on, but never spent a penny with any of them.
So when I but a car next I'll use Auto Trader as I usually do, but I'll enjoy the silly online car ads and hope we spend their money well.
76 Posted 09/06/2020 at 16:28:07
77 Posted 09/06/2020 at 16:52:03
78 Posted 09/06/2020 at 17:26:13
79 Posted 09/06/2020 at 17:36:57
Like you, I bought a car online – that was about 20 years ago when everyone was telling me that the internet was dodgy and that I would lose money.
The deal was with a garage in Brugge. The car was shipped to Southend where I picked it up with a saving of over £5,000 in those days.
There were no problems with the deal or the car, there had been talk that UK main agents would not touch the car but again there were no problems.
Would I deal online again? You bet!
80 Posted 09/06/2020 at 17:42:34
81 Posted 09/06/2020 at 19:15:12
82 Posted 09/06/2020 at 19:41:48
83 Posted 09/06/2020 at 19:42:15
84 Posted 09/06/2020 at 23:52:21
86 Posted 10/06/2020 at 08:53:35
87 Posted 10/06/2020 at 09:57:16
I spend a lot of time in the Philippines – had been looking at working over there until I realised that the remote islands are far better exploring than the smog and congestion in Manila. But the place is full of "POGOs" – Philippines Offshore Gaming Operators.
These entities were allowed in on the promise of huge job creation, and huge tax remittances. Ostensibly, they are processing operations for mainly Chinese firms who advertise extensively within Western sports. The sad but predictable reality is these firms haven't delivered – they employ mainly their own nationals, working illegally on tourism visas, and are constantly being chased for outstanding tax (and rent) liabilities.
It's one sector where there seems no or few good or mitigating outcomes across the board, save for the few ultimate owners.
88 Posted 10/06/2020 at 10:09:39
I have cancelled my Sky subscription and don't watch internationals on ITV anymore because of all the gambling adverts. It is a cancer. The only people getting rich from gambling are the owners of the firms. If you want conformation it is a mug's game, just read how much income tax the Coates family paid as owners of Bet365. Something like £275M. 275 million pounds... In tax... All on the back of some people's misery. I wonder how many benefit payments from addicted gamblers feed that income tax payment?
Football has to decide its relationship with gambling and quickly. I hope this will be a wake-up call to the finances of the Premier League, players wages and the cancer of football that are the agents. Agents take millions and millions out of the game that could be spent on youth projects and communities to not only help deprived children access the game but maybe improve their well being and social mobility.
I am so glad we have this sponsor now compared with taking money from a gambling firm based in Kenya that didn't pay any taxes.
89 Posted 13/06/2020 at 08:12:46
Most of our squad are presently using it!
90 Posted 14/06/2020 at 00:13:31
Let's Cazoom up the table starting next week!
91 Posted 16/06/2020 at 09:15:17
Just asking like?
92 Posted 16/06/2020 at 09:38:09
93 Posted 17/06/2020 at 00:12:05
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