Kieran Maguire issues verdict on Dan Friedkin making 'statement signing for Everton in January

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With Dan Friedkin’s takeover imminent, Everton supporters are daring to dream of some normality finally setting in at Goodison Park.

After all, in less than a year’s time, they will have to get used to a different kind of normal as they transition to their new stadium at Bramley Moore Dock.

Friedkin is seen as a credible investor and, aside from a few months of turbulence at his other football venture, AS Roma, a safe pair of hands.

In truth, almost anything would have been better than Farhad Moshiri, the British-Iranian businessman whose cash appears to have entirely dried up after pumping over £700m into Everton.

Almost anything. With the investment firm 777 Partners now bankrupt and juggling multiple legal cases, Everton fans will be breathing a collective sigh of relief that they dodged that bullet.

Unlike the beleaguered Miami-based company, Friedkin is expected to breeze through the Premier League and Financial Conduct Authority’s checks.

Then, focus in L4 will switch to giving Sean Dyche the tools he needs to ensure that their first season at Bramley Moore Dock is not their first outside the top flight since 1953-54.

Liverpool University football finance lecturer and author of the Price of Football Kieran Maguire is well connected in the city of Liverpool and within the football industry.

He spoke exclusively to TBR Football to explore what the opening throes of Friedkin’s premiership on Merseyside might entail.

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Friedkin’s role on top behind-the-scenes board

Among Friedkin’s merits is his presence on the executive committee of the European Club Association, the powerful organisation that lobbies FIFA and UEFA on behalf of clubs.

Earlier this month, Friedkin was present as the ECA signed an extension to their deal with UEFA.

That means their memorandum of understanding will now last until at least 2033, with Friedkin able to forward the interests of both Roma and Everton.

“This can only be a positive for Everton,” said Maguire.

“Dan Friedkin is a smart cookie. He has foresight in seeing which way the football landscape is moving. By 2033, there is a chance it will be unrecognisable from how it is at present.

“If you are influencing decisions, you can future-proof Everton with as much notice as possible to any changes to the European landscape.

“I think we will see the value of European football grow, either under UEFA or a new independent body.

“It is therefore beneficial to be involved at the top table in some way, shape or form.

Friekdin to make ‘statement signing?

Everton have endured several transfers windows of recalibration following years of a somewhat slapdash approach to recruitment under Farhad Moshiri that led to two points deductions for PSR breaches.

Everton fans will now have everything crossed that their Profit and Sustainability (PSR) anxieties have eased.

After recording another positive net spend in the summer, will the club that Friedkin inherits be able to announce the start of a new era with a bang?

“I think they would like to make a statement signing,” said Maguire.

“What they don’t want to do is put themselves in a compromising position whereby they have to sell a player before 30th June

“But assuming the deal goes ahead, I’m sure the Friedkin group have already had conversations.

“There are always two issues when recruiting a player. A) do we have the physical cash to get a deal over the line? And B) do we have the latitude within the cost control rules?

“The former is not a problem. They are not in a position where they need to borrow money anymore, as has been the case in recent years under Moshiri.

“That’s a real positive. They did make some sales this summer which has given them a bit of flexibility. They are in a far better position than they were under Moshiri.

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Bramley Moore Dock stadium naming rights

One element of their business operation that Everton will hope can further dig them out of their PSR hole as they move to the new waterfront stadium is commercial income.

Everton were once replete with commercial funds, with Kazakh benefactor and Moshiri ally Alisher Usmanov contributing heavily.

Before he was forced to pull out because of UK government sanctions relating to his links to the Russian state, Usmanov had paid significant money for a first refusal deal for Everton’s stadium naming rights.

Everton appointed an agency to search for a naming rights partner for Bramley Moore Dock several years ago, and CEO Colin Chong says they have had several offers.

But when might a new deal be unveiled?

“I think they want a big reveal,” Maguire forecasted.

“There will be one or two ramp-up matches before the start of the season because they will want to test the stadium.

“As part of the license that they will be granted by the local authorities, there might be a match where they have 15,000 spectators, then one with 30,000 and so on.

“It would be fantastic if they have the name in place before the first practice match.

“At what is viewed as a very positive time for Everton, I think that will give them another boost.”