Godwin ObajeEverton’s £35m Usmanov Deal Signals Fresh Financial Direction Amid Women’s Team Ownership Uncertainty
Everton’s long-troubled financial position appears to be turning a corner following the arrival of The Friedkin Group, with fresh clarity emerging around a previous £35million deal involving Alisher Usmanov—and a possible major change on the horizon involving the club’s Women’s team.
While much attention has been drawn to Premier League clubs looking to exploit Profit and Sustainability Regulations (PSR), Everton may already have pulled off one of the smartest moves in recent memory. The club previously secured a £35million cash injection from Usmanov in exchange for first refusal on the naming rights to their new stadium, a deal that helped fund the sacking of Marco Silva and subsequent appointment of Carlo Ancelotti in 2019.
Financial expert Kieran Maguire believes the move was significant in helping Everton navigate a turbulent period:
“Everton have already done something broadly similar in the past when they sold the option for naming rights for the new stadium to Alisher Usmanov for £35m. That allowed them to sack Marco Silva and appoint Carlo Ancelotti,” he told Everton News.
Fast forward to today, and under new ownership, Everton’s financial outlook has taken a more optimistic tone. With the Hill Dickinson Stadium soon to open its doors—set to host AS Roma in a symbolic friendly—there’s a clear shift in strategy at Finch Farm. Dan Friedkin’s group is looking to maximise every possible revenue stream ahead of the 2025/26 season.
While Chelsea and Aston Villa have controversially sold their Women’s teams to ease PSR pressure, Everton are now considering following suit. This comes despite recently filed updates for the Women’s team, who are set to play home games at the Old Lady.
Maguire believes selling the Women’s team could be a powerful financial lever:
“It creates flexibility from Everton’s perspective. Either TFG wants to get some additional third-party funding in and get some cash benefit or they want to create even more scope for investment in the playing squad under PSR,” he said.
“They have some headroom as it stands, but this can be a get-out-of-jail-free card that can be played at any time.”
While such moves remain controversial, they are not without precedent. And with UEFA financial rules being more restrictive, any such sale could prove problematic if Everton secure European qualification. Still, Maguire doesn’t believe Everton should face criticism for exploring this option:
“This is clearly the route they have gone down. Allowing related-party transactions doesn’t really pass the smell test, but that’s not Everton’s fault. It’s the fault of a particularly weak set of rules.
There is no desire from club owners for the rules to be more rigorous. And therefore, Everton, in my view, are doing the right thing. If it’s okay for Chelsea and Aston Villa to do it, why can’t Everton?”
As the Friedkin era gathers momentum and the stadium nears completion, fans will be watching closely—not just for summer signings, but for major structural decisions that could shape Everton’s long-term financial stability.
Godwin Obaje
