Everton Banter Archive August 15 2018

15 Aug 2018 12:07:34
I am not trying to say I have any the facts around FFP, in fact my knowledge is pretty poor and I will hold my hands up to that!

but what I do have knowledge of is how to grow business and market shares and more often than not it is much easier with money than without it (unless you strike lucky)

The Manchester clubs Chelsea, Liverpool etc have become global brands through clever marketing and success on the pitch at the minute we don’t have success on the pitch but that doesn’t mean we can tap into the markets it will be slow but everything has to start somewhere!

To my understanding is all of this will help in the future towards creating a bigger pot of money which is consistent through FFP rules through increase annual income

Shirt sales
Increase capacity
Increased Corporate sales
Match day income
Season tickets
Ground sponsorship (naming rights)
Increase revenue through short sponsors and match day boards,

It all adds up if it’s done right, my main point on the last post is that I don’t believe it has been done right for ten years and we have missed opportunities to increase our income through being loyal to other companies regardless of cost.

15 Aug 2018 15:02:40
I have written to Everton several times asking why I cannot but a shirt in JJB for example as all the “big” teams shirts are sold there. To limit our shirts to the shop or on line is ridiculous as we are missing out on lots of sales. Thinking about it, I never had a response from the club which in itself was poor. We definitely need to up our marketing to maximise our income.

{Ed002's Note - It is not a surprise that the club has not replied, it is nothing to do with them. Retailers will stock shirts from the clubs that will sell the best - and that is a simple matter of good business sense for them. Additionally, Everton are not missing out on any money from those sales - as the money would not go to Everton. To try and stop Everton fans getting further muddled and misled over income from shirt sales, I will explain. The money from shirt sales goes to the manufacturer (Umbro in Everton's case), the distributor and the retailer, who can make extra adding numbers and names to the shirts. If the club are the retailer (club shop, club website etc.) then they get the retailers cut. The manufacturer (Adidas, Umbro, Nike etc.) pay the club an amount each year which allows them to manufacture and sell the shirts using the correct logos etc.. That is how they justify the money given to the club. So if you walk in to a high street store and buy a Liverpool or Arsenal shirt - nothing goes to the club. There are a few clubs that have negotiated different deals with manufacturers (Real Madrid with Adidas and Barcelona with Nike are the two obvious examples) based upon joint reselling ventures. So the income from shirts is fixed to the £xM or whatever Adidas, Nike etc. pay the club plus a small amount for reselling through the club retail outlets (shop, web etc.).}

15 Aug 2018 15:23:38
It does need to be done right and the main thing to unlock a lot of those will be the new stadium which is being worked on but is a long process
Since arrival Farhad’s team has worked on quicker wins shirt sponsorship revenue has increased with Sportspesa Angry Birds
We have sponsorship of finch farm there was an article about the sponsorship increases a while back
Also Sportspesa deal brought more brand awareness
But also while doing all this we are still doing wonders with our charity work
If yiu reflect back I am sure you can see we are on the journey so let’s enjoy it.

15 Aug 2018 17:42:22
You can’t buy a shirt in JJB for two reasons. Firstly we use Kitbag which means online and clubshop only with the exception of a few authorised retail concessions. Secondly JJB went under about 4 years ago.

The Kitbag deal runs out next year unless it’s renewed. I’m guessing that as this was an agreement prior to Moshiri investment then its renewal won’t happen, fingers crossed. Then hopefully you’ll be able to buy an Everton shirt in any Sports Direct up and down the country.

15 Aug 2018 18:02:41
Thanks as always Ed02 for the explanation although one from the club to explain would have been appreciated also. I was under the impression. That the deal we had with Umbro did not allow for the rubbishs to be sold at independent retailers but obviously I was wrong
Cheers.

15 Aug 2018 18:10:36
I don't see the problem with just buying it from the club?

15 Aug 2018 20:52:29
It’s hard for those who aren’t local Johny. Ok you can order online but what if your unsure of the size, fit etc. It really is annoying going into sport shops and seeing everyone’s kit except ours.

15 Aug 2018 21:50:51
Cheers Toffee ace. That was the point I was trying to make and if kids want a top and ours is not available well well .

16 Aug 2018 00:31:38
Good point about trying on and fit so here’s a little solution try another kit on who use the same manufacturer fit should be the same fit
Then order the one yiu want . simples!

16 Aug 2018 09:17:37
Ed002 the point I would make about Kit sales is if you limit your retail exposure you may limit your negotiating options when you renegotiate your deal with the manufacturer.

{Ed002's Note - Large retailers will only stock what they know they can sell. There are simply never going to be sufficient sales of shirts for Premier League clubs where their fan base predominently comes from the local community (Everton, Southampton, Watford, Brighton, Cardiff etc.) so there is little point in a high street chain stocking such kits. There should be no problem buying the Everton kit from the club shop or online from the club (in both cases helping the club out) or online from elsewhere (e.g. Umbro). You could also likely go into any independent retailer (like Elite Sports in Hitchin for example) and they will order it in - although there would likely be a premium to pay as they will simply order it from Umbro. And Everton has already started negotiating a new kit deal so that will be resolved soon.}

16 Aug 2018 10:08:36
Ed002 Two things:

How do you know about Elite Sports in Hitchin?

I can see where you are coming from re larger retailers stocking certain club kit however, by limiting the market you will find it difficult to grow sales. Should Everton actually start winning trophies there would be a natural increase in the fan base and therefore may well be a need to supply the larger market outside of the local area. I do agree that currently we do not have a fan base large enough to warrant a change to the current arrangement but its certainly a point worth considering for future deals.

{Ed002's Note - a. I am omnipotent. b. As you say if Everton were to be successful then there might well be kids from further afield that would be interested in the club and the kit - and maybe at some point you will be able to pop in to Sports Direct in Stevenage to pick up the latest Everson Champions League kit.}

16 Aug 2018 10:23:03
I buy through the online store, usually once a season.

The issue with the current deal resulting in poor availability from a fan perspective is really being swept under a sorry looking rug here by some, ala ST, because there's a bigger financial impact then a mere sizing hurdle.
International postage through the Everton store + currency conversion can only be described as expensive.

As an international, I'll also add that my last 3 from 3 orders had missing items and the 'pre-order' on the 3rd kit that wasn't advertised at the start of last season had me waiting 10 weeks for the kit.

The real joke is it was Klassen Kit too 😂😂

Anyway, I'm a fan of the Moshiri direction. I can't wait till the new team get stuck into improving all aspects of club sales tbh.

16 Aug 2018 10:43:40
If only.

16 Aug 2018 11:36:58
One of the problems EFC will have when they eventually make their shirts available in the high street again is that large retailers will have zero sales history over many years to gauge how much to buy. If Everton are still using Umbro then that might not be too much of a problem. But it becomes a whole lot different if they are supplied by a more premium brand like Adidas or Nike. For a Sports Direct or a JD they have to earn the right to stock these brands. Harder for SD than JD. so as far as their current arrangement goes it really hasn’t helped if they turn to the high street again in the near future.

15 Aug 2018 10:33:39
Morning Ed’s, who do we still have on our books who are no longer at the club (Rooney, Koeman, Allardyce etc) ?

How long until we are clear of them? Ilwill it take a season, two or even more?

{Ed002's Note - We are no longer dealing with anything related to the finances on the Everton page.}

15 Aug 2018 14:10:09
Shame.

15 Aug 2018 15:53:44
I see you have kept trying at times ed. I see a load of blue writing and think oh god someones asked about finances haha. Tbf you have a nightmare with it on here.

15 Aug 2018 01:31:40
There’s a lot of talk of Usmanov and it’s going to be spun all the time by the journos about investing in Everton which would be great. But why don’t we focus on the team if anything happens there with Usmanov then great but I think we are in an amazing position in our transition right now so let’s not let the Usmanov situation distract.