Fratelli Beretta and USM Holdings expand commercial partnership deals with Everton

Wednesday, 17 July, 2019 38comments  |  Jump to last

Italian food giant Fratelli Beretta and USM Holdings have expanded their commercial partnership contracts with Everton FC.

The 2019/20 season will see Fratelli Beretta named as Everton's first Official Academy Partner, just a year after becoming an Official Partner of Everton, its first partnership agreement with a Premier League club.

As a result of the expanded partnership, Fratelli Beretta branding will be displayed on the front of Academy teams' match shirts, within the Academy areas of the Club's USM Finch Farm training ground and at each of the Academy teams' home fixtures. The company will also have an increased advertising presence at Goodison Park on matchday.

USM Holdings initially signed a five-year deal as a Principal Partner with Everton in 2017, giving them naming rights for the Club's Finch Farm training ground.

The expanded deal with the Club will see USM Holdings become the Club's Official Matchday Presenting Partner, whilst also seeing increased presence across Club channels for companies from within the USM Holdings portfolio, including MegaFon and Mail.Ru Group.

The package includes enhanced visibility for these brands, including the shirt-sleeve of the first-team training wear and significantly increased presence on matchdays at Goodison Park for companies within the Group.


Reader Comments (38)

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Les Moorcroft
1 Posted 17/07/2019 at 18:49:59
Which all means jack to me.
Steve Ferns
2 Posted 17/07/2019 at 19:03:57
It means we're getting better off the pitch surely?
Drew O'Neall
3 Posted 17/07/2019 at 19:13:58
It means the Russian machine behind Everton is inventing new revenue streams and leveraging its network of businesses to prevent us from falling foul of FFP.
Peter Laing
4 Posted 17/07/2019 at 19:14:32
It means silent partner Usmanov can pump more money into Moshiri's project and Everton remain compliant with FFP rules. Greater income streams can ensure greater transfer expenditure, increasing the wage bill and ensuring that the Club avoids stagnation. One does wonder though why Usmanov remains a silent partner
Brian Williams
5 Posted 17/07/2019 at 19:15:40
It's good news, at least until the TW naysayers turn it into a negative. 🤣
Rob Marsh
6 Posted 17/07/2019 at 19:19:04
It sounds like next season there will be china crockery and genuine silverware (sadly not the kind that goes in the trophy cabinet) in the corporate section instead of the stainless steel, cups saucers and dinner plates usually provided by TJ Hughes.

Oh and there will be Italian sausage aplenty for all.

Good times!!!

Paul Hewitt
7 Posted 17/07/2019 at 19:21:24
The big question is. How much are these deals worth?
Joe McMahon
8 Posted 17/07/2019 at 19:26:12
Rob Marsh, TJ Hughes, love it. Don't forget good old Ethel Austin socks for the training staff!
Pat Kelly
9 Posted 17/07/2019 at 19:26:54
Rob #6, well there'll certainly be Delph
Anthony Murphy
10 Posted 17/07/2019 at 19:28:02
If we are getting better at marketing, let's get that angry bird off our shirt, It looks shit and spoils the kit (admittedly a minor point 😀)
Martin Nicholls
11 Posted 17/07/2019 at 19:29:33
Like most others, I had hoped and assumed that this was a way of Usmanov pumping money into our Club, however I now have it on very good authority that "USM money" is most likely Moshiri's waived tax dividends being paid to EFC as a tax savings measure that doesn't count capital injection for FFP purposes, ie, it's Moshiri's money, not Usmanov's.
Danny Baily
12 Posted 17/07/2019 at 19:30:20
Who needs the Champions League? This and a second public consultation on Bramley-Moore Dock in one week!
David Pearl
13 Posted 17/07/2019 at 19:36:06
Anthony, l actually like the angry birds... it's for the kids innit. I'd of thought that the kids could have that on their shirts as the main logo so it wasn't so plain.

As someone that hasn't had meat for 32 years I'd of preferred Quorn as a sponsor. :)

Kieran Kinsella
14 Posted 17/07/2019 at 19:46:18
The sponsorship is a joke and a readily transparent way to shuffle money around versus a legit sponsorship. The whole point of sponsoring is to get publicity for whatever it is you're selling. So far as I can see, the only things USM sells are iron ore and Steel. I can't imagine many scousers down at Finch Farm for an under 23 game thinking "Oh, what a great idea, I've been meaning to buy some iron ore from Siberia. I'll be sure to contact my tanker operator to bring some over at the weekend."

All of their other interests involve investing for profit in other people's enterprises. So again, you don't need to publicize the company for that purpose. Not like someone at Finch Farm has a Russian telecoms firm he is seeking investment for and is just waiting for someone to advertise their investment prowess.

Steve Ferns
15 Posted 17/07/2019 at 19:52:15
Kieran, understand thats the way it looks with USM, but what about Fratelli Beretta? They don't have links to Usmanov do they?
Paul Turner
16 Posted 17/07/2019 at 20:00:09
I thought Fratelli Beretta made either pistols or hats for Roman Catholic priests...
Kieran Kinsella
17 Posted 17/07/2019 at 20:00:48
No idea on them Steve so I'll assume they're legit. I just worry with the USM thing, that at some point, some smart aleck at a rival club or a tabloid will start trying to get the EPL to dig deeper into our deals with USM and make a case that we are playing the FFP system as they did with Man City.

In the same vein, Villa, Derby and Sheff Wed have all sold their stadiums to their owners to balance the books for this year. Nice trick but what will they do next time? Wednesday's wage bill is said to be 㿖 million a year with income of 㿄 million?

I just think we need to be a little bit cuter because you know the minute we have some success people will try to find a way to pull the rug from under us.

Stephen Davies
18 Posted 17/07/2019 at 20:03:55
Kieran #14...

Take a look at Megafon and its owners:

Brian Cleveland
19 Posted 17/07/2019 at 20:26:11
Pat #9 - I caught that, just in case nobody else did.. Very subtle sir!
Kevin Prytherch
20 Posted 17/07/2019 at 20:31:19
It could be that there is a stadium to be built, and lots of steel needed for the proposed infrastructure around North Liverpool docks area.

We have a steel supplier who is involved in the main part of the regeneration (Everton Football Club) who will now barter to supply steel to all they can.

Eric Myles
21 Posted 17/07/2019 at 20:34:03
Kieran, it's not all about selling to individuals per se, it's about company 'branding'.

I mean who's ever heard of Hafnia, Danka or Kejian, or ever bought any of their products, whatever they are?

Eric Myles
22 Posted 17/07/2019 at 20:36:26
Danny #12, and a chance to pitch our redevelopment plans to the House of Commons!

Good news comes in threes! As does bad??

Kieran Kinsella
23 Posted 17/07/2019 at 20:45:12

If they want to promote Russian cellphones then the sponsorship should say Megafon as no one is going to see USM and think "Hmm great I'll buy whatever their selling. jolly good turns out they have shares in a cellphone company under a different name."


Yeah they weren't household names but they all sold stuff the average Joe might buy and became well known. Danka sold photocopiers, paper, office supplies and was trying to break into the UK market. Hafnia sold ham, Keijian was aimed at the Chinese fan base (along with Li Tie) and was a massive phone company in China. USM?

Eric Myles
24 Posted 17/07/2019 at 21:50:32
Kieran, did you ever buy a Danka photocopier? Hafnia ham? Or a Keijian 'phone?

Like our Chang sponsorship, and the Keijian deal you mention, maybe USM are not aiming at the UK market yet. Maybe they are thinking about moving into it considering the UK demand for imported steel doubled in 2018?

Kieran Kinsella
25 Posted 17/07/2019 at 21:52:43

I seriously doubt they are planning on doing anything in the UK given that Usmanov has been trying to spinoff shareholdings in various firms due to possible sanctions affecting him personally and or Russian firms.

Paul Dewhurst
26 Posted 17/07/2019 at 21:55:51
Peter 4 - Makes it easier to profit on the infrastructure and financing

Paul 7 - probably just enough to balance the books and go and buy whoever we are planning on buying

Bobby Mallon
27 Posted 17/07/2019 at 23:36:53
Wow negative on here
Alex Carew
28 Posted 17/07/2019 at 00:05:29
I hope they don't investigate and find anything out of the ordinary..they might ban us from playing in Europe for a year. Oh wait? :-)

Sponsorship is sponsorship and it generates money. Sadly we have been faced with bad operational mistakes like kitbag, a website that has nothing in stock (unless you want a Europa league cup or packed lunch box) and that forever persistence to use Umbro for kits. I actually believe that the club is moving in the right direction, just very very slowly.

Derek Thomas
29 Posted 18/07/2019 at 01:05:54
Gets gambling OFF (I know it wasn't on the kids shirts at all, which was an opportunity missed) shirts of U18s and below, also, I presume ON to all kids shirts.

We get cash, a relativity 'neutral' sponsor gets name spread about. What's not to like?

Jerome Shields
30 Posted 18/07/2019 at 05:57:30
Everton are going to need these partners on board to finance the new stadium.
Alan J Thompson
31 Posted 18/07/2019 at 06:24:00
Paul (#16); I thought the same thing, they've found another way of getting rid of the deadwood. Doesn't Jimmy Bond use one of them?

Kieran (#17); The EPL to look in to the financial dealings of a Russian oligarch and his Iranian accountant? Good luck to them with that as they'll have to include the previous club with which they were both involved and then who knows where it will stop. Might be interesting to know how many EPL clubs are in non-British hands.

James Power
32 Posted 18/07/2019 at 07:27:18
The package includes enhanced visibility for these brands at a Premier League club. Games televised and beamed into the homes of millions and of course a stealth partner to get more beans into the club at the same time. More revenue streams are generated for EFC. I would be interested to know what Paul The Esk makes of this,

I can see why any product might want to latch onto a global distribution vehicle but sponsoring the training ground and academy is less direct but gets them enhanced matchday visibility. I suppose more up-front sponsorship costs more and they aren't prepared to do that.

Additionally, Kieran, wouldn't we need a bulker rather than a tanker to ship over iron ore? I am on the phone to the shipbroker ;)

Timothy Sebastian
33 Posted 18/07/2019 at 08:09:44
Eric @24, the English Premier League is no longer just a UK phenomenon.

I'm sure you've notice electronic display boards pitch side that advertise in Chinese, Vietnamese or Arabic languages. Advertisers in many Asian countries know that millions of their countrymen and women have EPL on their cable TVs and tune in every weekend to watch Premier League games. Those folks are their targets.

They have no intention of breaking into the UK market or selling to Brits. It's just that the people they sell to in their home markets watch EPL. It's a global brand.

Eric Myles
34 Posted 18/07/2019 at 08:09:50
Kieran #24, then my original assumption holds, it is about company branding for the overseas market.
Justin Doone
35 Posted 18/07/2019 at 10:48:37
All good until we get investigated and docked points whilst all our rivals who do the same thing get away with it!

50 years since the moon landing, I'm not convinced of that either...


Jack Convery
36 Posted 18/07/2019 at 14:55:40
I reckon we can get more revenue sponsorship with the new stadium. In its development, it could be the New Everton Stadium is on its Way sponsored by Amazon.

When it's built, each end could have an individual business sponsor... for instance, Sewerage 4U for the stand we put the RS away support in; the new Gwladys Street end could be Megafon given the noise it will make, etc.

Then the Stadium name will obviously be up for grabs. Each Exec box could be individually sponsored, as could rows of seats. Each staircase, entrance, exit could be sponsored. The fan zone plaza could be sponsored. Any more ideas to Mr Moshiri.

Karl Masters
37 Posted 19/07/2019 at 01:36:54
Some surprising negativity on here.

We need the money, they are giving us money for advertising their names, in fairly modest ways, to foreign markets.

Just like Chang and Kejian did – just for much more money.

What's the problem? There is no problem to me.

Eric Myles
38 Posted 19/07/2019 at 11:23:56
Timothy #33, exactly my point!

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