Ex-Everton CEO tells TFG to secure Toyota sponsorship agreement after £50m news
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Wed 1 April 2026 11:45, UK Everton fans can be disappointed that the club have not tied down Toyota to become their new shirt sponsor, according to Keith Wyness.The former Everton chief executive, speaking exclusively to Football Insider, drops his verdict on the club negotiating with CMC Markets over a £50million deal to become their new front-of-shirt sponsor.The Toffees are looking for a new shirt sponsor to replace gambling company Stake, whose deal was worth around £10m a year.Premier League rules from next season will prohibit gambling companies being on the front of shirts, and it was believed that Everton were in talks with car manufacturer Toyota over a deal.Everton are looking to grow their revenue, with the Merseyside club having recently agreed deals with the likes of Heinz, Pepsi and Budweiser to improve their food and beverage options at Hill Dickinson Stadium. 💰 Everton Finance Update 💰 Inside the transfer budget, player wages, new kits, stadium news, and boardroom developments at Hill Dickinson Stadium. VISIT THE EVERTON FINANCE HUB MORE FOOTBALL INSIDER STORIES Everton agree ‘upgrade’ on Stake dealEverton’s former chief Wyness – who served as CEO at Goodison Park between 2004 and 2009 and now runs a football consultancy advising elite clubs – thinks the club deserved a major sponsor like Toyota.Speaking on the new edition of Football Insider‘s Inside Track podcast, Wyness is still happy at the Toffees getting a price increase on their shirt sponsor deal.Record Revenue£196.7mCommercial Revenue£24.3mBroadcast Revenue£129.2mMatchday Revenue£20.3mEverton’s 2024-25 financial accounts.He told Football Insider‘s Inside Track podcast: “There were a number of clubs who had to give up gaming and betting sponsors this year.
So, it’s a good way forward. “While it’s a good increase, there’s no doubt about it, it just doesn’t seem to be taking Everton into the quality of sponsor that some of us had hoped for.
“It’s an increase, and it’s something to build on. But look, it’s almost a 50% increase, so we will take it.”Everton to make David Moyes contract decisionEverton have ambitious plans in the long-term under the Friedkin Group, which could be boosted by qualifying for European football this season.Former Manchester United chief scout Mick Brown told Football Insider that Everton are delighted with their progress under manager David Moyes.Moyes could be handed a new contract to remain at Hill Dickinson Stadium, with plans to strengthen the squad in the summer transfer window having already begun.The 62-year-old would like to add to his options at full-back and in attack ahead of next season, whilst increased squad depth across the pitch would also be beneficial. 🔵 Everton FC Master Hub 🔵 The definitive digital directory for the Toffees.