Everton have transferred ownership of the women’s team to a separate part of the Friedkin Group empire, which is still under the broad control of Everton. It’s a sideways move.
It’s an investment opportunity. We’ve seen the fantastic success of the Lionesses. We’re seeing, especially in the United States, a huge interest in the women’s game.
Therefore, you can now sell part of the women’s team and keep control of the men’s. It’s setting up the business to perhaps be more profitable going forward.
It’s within the rules. We saw similar take place with Chelsea and Aston Villa. The women’s team at Everton has control of Goodison Park, so that would make it an attractive all-in proposition.
It is positive news because it means there is the opportunity for more money to come into the women’s team from a minority investor. There wasn’t enough attention given to the women’s team under the old ownership group.
If you get the surroundings right, if you get the pricing right, you can attract a new type of fanbase and a different demographic. You can go to sponsors and partners and say, “we are the women’s team, we are different from the men’s team, and you can benefit from that.”
There are huge opportunities here, there’s a feel-good factor following the Euros final on Sunday and I think it’s the right time to capitalise on that.
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