Lessons from the Moshiri Era: The Blueprint the Friedkins Must Avoid

01/30/2025 12:00 PM

Can Everton prevent a repeat of past mistakes under new ownership?

Farhad Moshiri didn't set out to destabilize Everton Football Club. Quite the opposite.

When the British-Iranian businessman arrived in 2016, he brought with him the promise of transformation.

For a club steeped in history but starved of modern glory, Moshiri's vision felt like the moment everything might change.

And it did.

But not in the way anyone had hoped.

Now, as Moshiri's tenure ends and the Friedkin's begins it's worth pausing to ask: What went wrong? And, perhaps more importantly, what lessons can be learned as Everton looks to its next chapter?

The Grand Experiment That Went Awry

The story of Farhad Moshiri at Everton is one of good intentions colliding with bad execution.

His arrival signaled a new era of financial muscle. After years of operating on tight budgets, Everton suddenly spent over £200 million during Steve Walsh's tenure as Director of Football.

But what did they get for this massive outlay? Gylfi Sigurðsson for £45 million, Yannick Bolasie for £25 million, and Davy Klaassen for £24 million—players who were decent but signed well above market value and with no clear plan to fit them into a cohesive system.

Even Michael Keane, at £30 million, became a symbol of overspending on solid-but-unspectacular talent. Walsh's scattergun approach epitomized the larger issue: ambition without strategy.

Players were signed because they were available, not because they fit a coherent vision. Managers were hired and fired with alarming frequency—each bringing a different style, each leaving behind a squad ill-suited for their successor.

What began as ambition soon morphed into chaos.

It's a phenomenon Malcolm Gladwell might describe as the "threshold problem." The idea that there is a point where more resources—be it money, talent, or effort—no longer translate to better outcomes.

In fact, they can make things worse.

For Everton, the influx of cash removed the discipline that had made them successful in the years prior. The careful scouting, the emphasis on team cohesion, the underdog mentality—all of it was cast aside in favour of something grander. And much less effective.

A Businessman in a Football World

Farhad Moshiri's missteps weren't just about money. They were about understanding—or, more accurately, the lack of it. Moshiri's expertise was in business, not football, yet he involved himself in footballing decisions with predictable results.

Take the hiring of Steve Walsh as Director of Football. Walsh was fresh off Leicester City's miraculous Premier League title win, where he had been instrumental in discovering hidden gems like Riyad Mahrez and N'Golo Kanté. He was a shiny object in 2016.

But Walsh was a scout, not an architect. He was brought to Everton without a clear mandate or the support structure he needed to succeed.

Then when Everton did hire a proven Director of Football (Marcel Brands), they tied his hands behind his back through Moshiri's interference and insistence on hiring and firing managers, rather than allowing Brands to direct the entire football operation.

And then there were the public comments. Moshiri openly telling Jim White in 2019 that Everton were willing to make a "substantial bid" for Wilfried Zaha was a red flag.

It was well-intentioned enthusiasm, but it spoke to a deeper problem: Moshiri's inability to let the experts do their jobs.

Why the Moyes Years Worked

To understand why Moshiri's era faltered, it helps to look at what came before. Under David Moyes, Everton consistently punched above their weight. With limited resources, they built teams that were greater than the sum of their parts. Players like Tim Cahill, Mikel Arteta, and Leighton Baines weren't the flashiest names when they arrived, but they fit the system perfectly.

The key was identity. Moyes understood Everton's strengths and their limitations. He embraced the underdog mentality, crafting a team that was disciplined, hardworking, and resilient. They knew who they were, and that clarity was their superpower.

Why Moshiri's Era Underperformed

Moshiri's Everton tried to leapfrog their way to success.

But in doing so, they obliterated the solid foundation that had made them competitive in the decade before.

They stopped being an underdog and started pretending to be a big dog, driven by a mix of Moshiri's ego and the fanbase's insistence that Everton remain a "big club."

But here's the reality: big clubs don't need to remind everyone they're big clubs. They prove it through consistent smart decisions, a clear identity and, ultimately... success. Everton's attempts to act grand—without the foundation to support it—only highlighted their struggles. The results were disastrous, with instability on the pitch and chaos off it.

The revolving door of managers—Ronald Koeman, Sam Allardyce, Marco Silva, Carlo Ancelotti, Rafa Benítez, Frank Lampard—meant there was no time to build a cohesive identity. Each new hire brought a different style, leaving the squad fragmented and confused. Stability was sacrificed at the altar of ambition.

Moshiri's Legacy: Ambition with a Silver Lining

And yet, it would be unfair to dismiss Moshiri's tenure entirely as a failure. His intentions were noble. He wanted Everton to compete, to dream bigger. Something every Evertonian wants. And while his execution fell short, his investment will leave a lasting mark.

The new waterfront stadium is a testament to that. When it opens, it will be one of the finest arenas in football, a home worthy of Everton's storied history. For all his mistakes, Moshiri's legacy will include a tangible gift to the club and its supporters.

Lessons for the Friedkins

So, as the Friedkins take over, they would do well to study the cautionary tale of Farhad Moshiri. Their own tenure at AS Roma has already shown worrying parallels: high-profile managerial hires like José Mourinho, but frequent changes in leadership, and a seeming over-interference from the top-level in making football decisions, rather than letting a football expert (i.e. the Director of Football) lead all decisions in regards to transfers and, most importantly, managers or head coaches.

The lesson is clear. Success doesn't come from acting like a big club; it comes from understanding your strengths and playing to them.

Atlético Madrid offers a compelling example. They have moved into Europe's elite by embracing the underdog mentality. In the shadow of their city neighbours, Diego Simeone has transformed them from a club that had barely had a sniff of success in decades into a side that is consistently battling for the greatest of honours. He's built a team that is disciplined, tenacious, and fiercely loyal to its identity. Everton should feel no shame in doing the same.

A New Dawn

So as Farhad Moshiri reign ends, the Friedkins begins, and Everton are at a crossroads.

The last thing the club needs is another perod of upheaval and ego-driven mania.

With the Friedkins at the helm and a new stadium on the horizon, the club has an opportunity to rebuild—not by chasing illusions of grandeur, but by rediscovering the values that made them great.

Because in football, as in life, I'd rather be a successful underdog than a big old dog barking from the sofa. And Everton, with their history, their fans, and their fighting spirit, are perfectly positioned to thrive in that role once again.