Everton seek naming rights for new stadium at Bramley-Moore Dock

That's why it's gone mad.

Everton Stadium is fine.

Shite like Bet 365 or Punjabi Airways, British Airways Stadium are most definitely not fine.

I still think Toyota.

When you see a multi-billionaire Jim Ratcliffe come in at Utd, and the first cuts are to the people on the minimum wage, that tells you about the stinking rich, a disgrace.

I'll still call it Bramley-Moore Dock, whatever the sponsor is.

Don't think it will catch on…

😂

That would be the "Oh What a Feeling" Stadium, with NSNO underneath.

Hoping for a big name like Toyota, which is quite likely given the TFG connection.

Stadium embossed on the back, which is forged from steel from a turnstile, Royal blue face and Archibald Leith design on the surround. Plus the strap is made from yer actual players shirt from the final season at Goodison Park. A bargain at £595.

But then, what the feck? They've gone and spoiled it by inscribing “Hey, put that candle out” on it!
Really???

Why couldn't they have put “We Shall Not Be Moved” or “koppites are gobshites” – something that means something rather than some guff about the blackout (when we didn't even play games FFS).

For a different thread, I know, but looking at the United new stadium proposal today, what hacks me off is the clear plan for fan access (designated walk ways supported by a public transport plan publicly funded).

We missed a trick here somewhere.

I am not suggesting we should accept 20 quid from Bob and Bernice's Oyster Shop but hopefully there is a sweet point where we can generate some decent revenue as opposed to getting nothing while pursuing excessive riches from such a deal.

Kit sponsors: Walmart.

Stadium rights: Apple.

Have a nice day y,all …💰💰💰💰🇺🇸

Puts our loonatic council and planning of how you get 52+ thousand in to a stadium safely to shame.

I've said since the location was announced that the stadium being built on the main transport dock road was wrong, it's not safe. Now we have a red council trying as best they can to fuck us up.

Where are bloody Peel Holdings in all this? Surely they can build a walkway at least from the Pier Head? 52+ thousand trying to get into BMD all at once along the dock roads is not, as it is, safe.

Now, don't get me wrong, I am proud to come from the city, but when I'm having a real bitter day, I sometimes wish it wasn't called Liverpool!! Childish I know.

I don't like the term Liverpudlian, as to me that is someone who supports them. I won't identify as one and correct people when they ask. Scouse, Evertonian or the not so much used term Liverpolitan is fine.

Mark, I just caught you other post. You know you like the candle song really!!

We need to pull finger me thinks on taking a huge note of how they have gone about their project and how we need to move forward.

We could do with McCartney, Lenton or Ringo stepping forward but I don't know who they follow...

The Old Trafford supporting infrastructure plans will be dependent on central government funding. It will be interesting to see how quickly that will happen.

Atm, it's just a souped-up PowerPoint presentation fronted by an alien reptile in human skin.

Worth it just for Gillette Soccer Saturday, “We are going to send you over to Alan McNally as there's been a goal at the Kopites Are Gobshites Stadium.”

It could be sponsored by Kelloggs and be called The Cereal Bowl.

No matter, because whoever sponsors it (Toyota, Red Bull, Coke, Pot Noodle, etc blah) Everton supporters should quietly make a vow to themselves and each other, that they/we will ONLY ever refer to the stadium is as 'Bramley Moore' (like Goodison was called Goodison).

So take as much money from sponsors as we can get from them for naming rights, then we (supporters) never, ever, ever, ever utter the name of whatever they want it to be called.

We supporters (as we've discovered over the years) have VERY little say in the running of things, but remember, nobody (repeat NOBODY) can grab hold of you in a pub, or at a bus stop, or in a chippy queue, and say "Don't say Bramley Moore, say fucking Toyota Stadium!".

In 2011 when St James' Park suddenly was sponsored and became The Sports Direct Arena, the Geordies kicked up a huge fuss - "It's a fuck'n OOT-reej man!" - which is a response I'm absolutely NOT suggesting we adopt (certainly not in that accent)

My suggestion is take as much money as we can get, but then we only ever call it Bramley Moore.

Here endeth the...pontificating.

It might get called that colloquially, like the Boleyn Ground was usually known as Upton Park, and the Ethiad was briefly but frequently called Eastlands… but its name is Everton Stadium.

Stick a decent sponsor name in front of that and I could just about put up with it, although I'd prefer a more traditional name.

I just hope to God that they don't start sticking sponsor names on the stands as well though. ‘The Stake.com South Stand' ‘The Angry Birds West Stand' etc. Nothing could make the club look more parochial and small. Fingers crossed.

"Do we not have a billionaire pop star in our midst? We could do with McCartney, Lenton or Ringo stepping forward but I don't know who they follow..."

I can see a problem with Lenton "stepping forward".

I'll call it what I like. Bramley-Moore Dock being the obvious choice.

Everton Stadium is too wordy, just like Goodison Park, which became Goodison to all Blues.

PF, Lenton sounds like someone out of 5 Star.

There is some validity in that point, and whilst it will probably be a multi-purpose arena, I'd rather they didn't use that tag for what is, in reality, Manchester United's new home and what it will be mostly used for.

It made me think back to when Wembley was being rebuilt. I'm not really a big supporter of a national stadium. Of the 5 big footballing nations in Europe, only England and France have dedicated national stadiums. Germany, Italy and Spain take the football team to different venues around their respective nations.

It doesn't bother me, as I am not into the England football thing, but if the path chosen was a national stadium, then I thought it should be in a more central location. Somewhere in the Midlands. That would have made England more accessible to the nation rather than it being London centric.

And as good a day out a trip to Wembley is, I'd rather the FA Cup semi-finals went back to being held at different venues around the country, with only the final being at Wembley.

So take the money, but just remember, BMD is ours.

Imagine all those heads falling off.

"Don't let me drown"

Brilliant!

Great clip from Tony on a League of Their Own. Apologies in advance for those non-Merseyside supporters and adopted global scousers and Evertonians, but it should make you smile!!!

Link

An older discussion, but what about stand names? Keep the points of the compass? Name after former greats - not my preferred? I have my own views if we're going to name them.

"Sittin' in the mornin' sun
I'll be sittin' when the evenin' come
Watching the blues march on,
And then I watch 'em do it all again
I left my home it was gritty, but it will never leave my soul

It's two thousand miles I roamed
Just to make this dock my home
Now, I'm just gonna sit and watch the blues

Sitting in the Dock every day, watching the blues win again"

My apologies to Sam Cooke, but I am sure someone can do better than me!

Made my morning!

With tongue firmly in cheek, I proposed this to be our new theme tune - Down By The Docks by Thomas Friends - feel free to change the words..

'Down by the docks, that's the place to be
Down by the docks, gateway to the sea
Down by the dockside, we are the team
Working together, just like family
Down by the docks, you're never on your own
Down by the docks, it's really home from home
Down by the dockside, down by the dockside
Down by the dockside, is where we want to be
Salty!'

Link

Followed by Dr Feelgood 'All though the City'

https://m.youtube.com/watch?v=nCMJ5LNig1w

TFG don't own Toyota. And they wouldn't sell more cars sponsoring Everton. You might get a few Evertonians choosing one over an alternative option, but you'd alienate at least as many as you gain. Do we drink Carlsberg?

I doubt there's that much money in it for us.

Given our past record for shirt sponsorships… well, just saying let's hope TFG have cleaned out that particular skeleton cupboard.

Both are headquartered in Houston, Texas.

The Texas based MLS team FC Dallas, play in the multipurpose Toyota arena.

It's not a given, but wouldn't surprise me.

Stadium sponsors change. Hard Rock Stadium in Miami has had eight names -- and it will change temporarily to Miami Stadium for the World Cup next year because FIFA won't use sponsors' names. Same with Lumen Field here in Seattle, which is on its fourth name now.

It's down to money as always, what we don't want is some crap name to spoil the effect.

Maybe a big insurance (anther name for bookmakers) company for you anti-gambling posters.

It'll be Bramley-Moore Dock for me.

Got a classy ring to it

Ernie (53), I love my Mazda but I’d not be put out about Toyota being in the stadium ‘name’. Who is going to be alienated?

The United stadium plans are just that aren’t they…. plans? They can make it look as Utopian as they like at this stage, means nothing. 7 billion pounds per annum??? Surely that’s a misquote or pie in the sky as well?

Danny, I'm pretty sure they own a distributor rather than the actual company or even a subsidiary.

The only way I can see that this becomes a big money thing is if someone wants to funnel money to the club, or be a friend of TFG. The commercial worth is minimal - as shown by Spurs, whose naming rights values would be multiples of ours.

Maybe it's a couple of mil a year. Maybe. Probably too much to leave on the table, but we're also selling more than a bit of sponsorship.

On the subject of Alcohol Ernie, I'd drink Carlsberg where I can't get other alternatives. I prefer Chang, which was originally a Carlsberg brew, but outside of Thailand that's not available. Halida which I drink in Ha Noi is also originally a Carlsberg beer. But if faced with Heineken, Tiger or Carlsberg then Carlsberg is the clear winner. It is also lower carbs than most yet still a full beer i.e. not a 'light beer'

Danny, I expect that back in the day when the national stadium was being considered London was the obvious choice as, not only being the capital, it's where all the 'planes landed. The regional airports were not connected internationally and even now they are it's only really to Europe. Whenever I want to visit UK it's a stopover to get into Manchester whereas London is direct. So a stadium in the Midlands? Maybe this new ManU stadium could stake a claim as an alternate venue?

I am going to assume- actually have to assume- that real debt servicing costs post our acquisition will be way lower than this, partly due to equity investment being written, partly lower interest rates negotiated with new lenders. But unless I'm missing something, it will still be in the £30-50m range, possibly the lower end of that (hopefully).

The only figure I've ever seen quote for future matchday income was the £55m Deloitte came up with compared to £20m current. That always seemed extremely optimistic to me but even that only just about covers the likely debt interest. If you simply increase by 30% (the extra stadium capacity) and add another 20% for higher ticket prices (mostly driven by much higher corp hospitality), you get to early £30m's, leaving at least another £20m to find.

I can see 3 sources for that- increased bar and catering, events and the naming rights (if they are included here). I can't see the first raising much more than £5m net, if that, and the naming rights are unlikely to fetch over £5m so events need to bring in an extra £10m at an absolute minimum, possibly £15m. Is any of this realistic? Looks very aggressive to me, given current market conditions, even the naming rights.

Dave A ?

Ernie @77, they are distributor's but carry the Toyota logo. I'm not saying it will happen, but it could. These guys are business oriented, a far cry from being run by a theatre producer and an accountant who ironically took us to the brink of financial meltdown. They will go for the best deal on the table, and we'll have to live with it.

Eric @78, Carlsberg is forbidden! Me and my mates made that decision decades ago when they were the shirt sponsors of that lot and it was never to pass our lips and taint our pallets!! I believe that they are still associated with them in a sponsorship way. Official LFC beer or something like that. If you're still sinning, be sure to go to confession!!

On the national stadium, I still don't think there are too many or frequent direct links to North America and other long distance locations outside of London. I'm quite fortunate as I only live 6 miles from Heathrow and can be there in 15 minutes with a good run. We done a road trip in New England and Canada a few years back. My son joined us half way through. He was at John Moores' University at the time. I booked him on BA from Manchester to Montreal. He had to fly from Manchester to Heathrow to connect!!!

As I said, I wasn't an advocate of a national stadium and probably not my place to protest too much as I don't follow England. Admittedly, I was probably thinking of UK based England supporters. I suppose your point is more relevant now with NFL matches at Wembley and increasingly, the Tottenham Hotspur Stadium.

On the latter, Michael alluded to it earlier. I still don't think they have a stadium sponsor, probably because they are demanding too much? Although I have read that only last month, the under pressure Levy was in talks with Nike and DHL for a £250M deal. That's if rumours and speculation is to be believed.

No more suggestions pls. It's done.

I wonder whether there was a baked in assumption of 20M a year in naming rights that just continued to be factored after our hidden benefactor was removed from the equation.

The other factor might be the corporate offerings. But, as you point out, it's a big bridge needed to get to 55 million.

I think there was a huge original poster of Mother Norbert on the walls in Pembroke Place/ London Road.

You are correct Spurs haven't yet sold the naming rights to their stadium. Levy has said whoever wants the naming rights will have to offer a staggering amount.

I did hear Qatar Airways being mentioned as being a candidate for the naming rights.

Thanks Bill, I was beginning to think that I’d been forgotten!👍🏻

Perhaps the LGBTQ+ community could crowd fund it.

https://www.evertonfc.com/news/2025/march/12/Transport-Information-For-Second-Everton-Stadium-Test-Event-/

It's Mother Noblett!!!!!
I went out with her daughter😊

Was she minted? :-)

Build a landing stage at the Dock. The Gerry Marsden terminal. Please tell me it's not really called that.

Christy I don't think that warrants it! I think his dad was. I don't think he was particularly bothered and swings both ways.

From a footballing perspective!!

I think Stallone would pay up, and it could characterize our transfer dealings.

The Greatest Evertonian Arena'

I'll get my coat.

You can't just name it the same as your bedroom

If he hasn't done it by now, I think there is little chance, of him doing it for BMD. Be nice if he did, but allegedly, he is a bit of a door hinge, for things like that!

Some decent songs they have though from what I've heard.

The Dixie Dean Stadium
The "Home of the Blues" Stadium
The Toffees' Stadium
The "Spirit of the Blues" Stadium

Please 🙏 it's not going to called some retail/advertising logo or group trashy name😣😵‍💫🤢 that means absolutely nothing and has no relevance to Everything that Everton means to us, that would be so disrespectful and heartbreaking.

Interesting where they came from. McCartney from Speke (77 Western Avenue), not far from my mother's house, where his mother was the local Midwife. Then the family moved to the more famous home in nearby Allerton.

George Harrison also originated from Speke, but his family moved to the Halewood side of Macket's Lane. Cross the road and you were in Woolton, where I used to have a house nearby.

Lennon grew up on Menlove Avenue, Woolton.

Ringo from the Dingle.

Back on track, the owners will get the best deal, as it already looks like they are looking to generate increased revenue from the Everton Stadium. Interestingly, I read that our turnover increased last year from somewhere in the £170sM mark to mid-£180sM mark. They will be looking to do a lot better than that with the opportunities the new home of Everton presents.

The best we can hope for is that it's not a totally ridiculous company name that winds up winning the bid.

US arenas are the worst for this -- Guaranteed Rate Field, KFC Yum! Stadium, Petco Park (named for a dog food store -- imagine what the RS would do with that!), and Smoothie King Center to name just a few.

And our Yank owners will certainly opt for the highest bidder without regards to supporter tastes. So prepare yourself.

But hey, didn't I read some where that a club in Scotland plays in Tony Macaroni Stadium?

It’s going to be something like The Wally’s Chippy stadium or, Fred McGill and Sons, (weddings, burials and bar mitzvah’s) Ltd.

Whoever offers the most can call it whatever they want

To the credit of my beloved Cubs, they have resisted all financial offers to hang another odious name on the venerable old park.

I took my son (born in Yorkshire) to see the end terrace house I grew up in, about 12 years ago. His most burning question was 'Daddy, why are there bars on the windows?' 🤣

Regarding the stadium, I don't mind what it's called as long as we do ourselves proud.

Liam @134, randomly, you reminded me of my trips into town on the 82C along Park Road in the Dingle. Wasn't there an area just off there with painted kerbstones referred to as "the Holy Land". Or is my memory getting that bad, I'm making stuff up now?!!

Paul @136. A stone's throw. The family were originally from Garston but moved to Speke. My mother grew up in the pre-fabs, Appledore Close as was and we lived on School Way for several years. I still have family there.

My house was on Charterhouse Road. A short walk down from there and along Rosefield Road and you were on Macket's Lane. My son's first school was Much Woolton and I used to take him to play football on Camp Hill.

A very different part of the city to the north end. There was an old song "Don't want to go to Kirkby, Skelmersdale or Speke" and something about Buchanan Street!!

Used to be a pub on the the corner called The Pineapple. The footy team that ran from there played in Sefton Park on sundays.

You could often hear the shout 'Cmon The Chunks' drifting as far as the boating lake.

Let's wait and see before calling them saviours. Perhaps they could start spending some cash by building a walkway from the Pier Head, you know, for safety reasons.

Come on, Mr Money, hand in pocket time.

There was a pub called The Anglesea right opposite my gran's house, don't know if it's still there or not, and a bike shop at the bottom of Beresford Road where it crossed Mill Street, where we bought our bikes and get any repairs done there.

The Bike shop has gone. Got my Grifter from there. The world's most indestructible bike.

Those sweets from corner shops were lethal Ian

I preferred Chopper. It felt like I was on a Harley Davidson.

Pear Drops for me!!

My reading of it is they've done a pretty good job in their first hundred days. I know the minority shareholders have been burnt, but they've gone through a lot in a short period of time, and have been decisive.

It all looks sustainable, and is miles away from 777 Partners and other nonsense that Moshiri had.

Liverpool and Everton's Siamese merger

Back in 2010, a Merseyside consortium proposed the idea of a strange ‘Siamese stadium' to unite the location of the two fierce rivals.

The proposal would maintain two separate stadiums but would join the two buildings via a ‘central spine'.

The Scouse union was suggested as a way to save money on construction in a bid to persuade the parties involved.

Bearing in mind the Toffees and the Reds rivalry is the longest-running derby in the English top-flight, starting in 1888, the plan was short lived.

It would be unimaginable for Liverpool and Everton fans alike to share a location, hence damming this project before it had even begun.

And what exactly are our debts now, if billionaire owners have to take a loan out for restructuring them???

I'll leave any thanks and praises until I see see the financial reports in a few years. And I don't care what Spurs or Arsenal or any other team is doing debt-wise — Everton is my club.

This was seen as a compromise as it would have been a single project. But it was still resisted, so never got off the ground.

So who owns BMD? Us or the bank of…???

I would imagine it's a bit like your mortgage, Paul (if you have one). You (not the bank) still own the house... until you default on the repayments.

And what exactly are our debts now, if billionaire owners have to take a loan out for restructuring them?

I doubt they became billionaire owners if they didn't make a few savvy financial decisions along the way, Paul — like renegotiating loans to substantially reduce ongoing interest payments, at a significant year-on-year saving.

Yes, perhaps they could eliminate the debt in your mind by simply paying it off... but there's a concept that looks at the cost of money. Just coz you're a billionaire doesn't necessarily mean it makes any sense to yank £350M from somewhere… somewhere where it might be earning more than said interest payments.

Ya neva thoughta that, did ya?

People seem to think billionaires have all their money sitting around doing nothing. They are only billionaires as their investments are worth billions.

In order to pay off the stadium, TFG would have to sell £350M of assets from elsewhere, something it obviously thinks isn't worth it.

For what's it's worth, I think ‘The Dixie Dean Arena' has a more pleasing assonance than 'Stadium' but neither will happen because the World is currently a cunt-run affair.

Bramley-Moore Dock. This will be a forgotten name in 10 years to most. Just like Man City with ‘Eastlands'… remember that? It'll be the Nestle Caramel Wafer Arena – or whatever. It's not important.

Get that teenage Brighton manager in (and paint his skateboard royal blue), or that extremely young and more handsome version of Alfred Molina looking Bournemouth geezer, and let's start playing football and winning games and feeling great about ourselves.

Fuck Bramley-Moore Dock, quite frankly.

'Everton Stadium' sounds even worse, like behind the Iron Curtain levels of imagination. Prioritise winning football matches, that's it… (Matthew McConaghey puts imaginary money back into his inside suit pocket.)

That bunch of upstarts didn't exist until 1892. Before then there was (and always has been) only one club in Liverpool.

With Stake no longer in the UK market at all, and with the current deal still having a couple of years to run, then it might make sense for both parties to arrange an early exit from this deal.

Why would Stake still look to pay £6M (ish) a season for the next couple of years for no added exposure, and Everton can look for the stadium and shirt tie-in with no complications.

Whichever company does indeed put their money into and name on the club, it will show us what kind of marketing that TFG bring to the table. If Everton is to be, at best, the top of the multi club, or at worst, deemed on par with Roma in the pecking order then surely they would need a statement name on the big shiny new stadium they have purchased?

Sell the naming rights to the highest bidder, end of story.

When you're in a ground, have you ever watched a game and at any point even thought about the name of the stadium? I haven't. Same goes for shirts and sponsors. It's meaningless once the whistle goes, so why trouble yourself with it?

There was a reason tobacco, alcohol and gambling companies sponsored football — it was because thats what football fans did. Yes, most of us still do some of those things now… but they can't advertise.

All of us have to eat, most have cars, buy petrol, insure, holiday, all die sooner or later. Maybe it could be named after Co-op Funerals! Or Shop at Tesco's!

I don't think, within reason, most care what it's called, James.

We always know we're at Goodison. We'll always know we're at the Everton Stadium, BMD, whatever they call it. That's a business decision, not ours. Just don't have the word 'Liverpool' anywhere near it.

I'm beginning to look forward to actually having a modern Everton finally, although I noticed at the test event they played all the old fashioned Everton songs, the same as they do at Goodison, which filled me with dread that they're going to try to recreate Goodison in the new ground, which to my mind is a mistake. It's time to move on.

My feeling is we need to leave all that behind, and get into the modern era. Play modern music (which for me is anything between about 1973-1997!), drop all the old Everton songs bar Z-Cars and create a new atmosphere in a new ground with a new team, new owners and bright, bold new future for the club.

I harp on about this a lot on here, as you've probably noticed, but I do feel all our misty-eyed reliance on history leaves us looking like an irrelevant museum. If you're under about 40, Everton are not a top team, or a big club in anyone's eyes and this is our chance to change that perception and become a relevant, winning outfit for once. Or at least one that can challenge in the higher reaches of the league, and perhaps get back into playing in Europe regularly.

Me too, James, me too! That 'candles' shite especially!

We Shall Not Be Moved (well, not for another 100 years, I expect...)

"Liverpool had suggested buying Aintree Racecourse and building it there and still using it for The Grand National and other races."

On a track around the pitch?