Knowing your customer/fan – moving out of the dark ages

Football’s approach to “knowing your customer” lives in the dark ages. Generally, most clubs have no basis for optimising revenues from across their customer and fan base. I’ll argue some clubs, Everton included, could be accused of not knowing their product either. Football is almost unique in business in that each club is almost entirely […]

Football shirt manufacturer deals – a barometer of a club’s appeal

   Shirt manufacturer deals are big business, and highly topical with the new Chelsea Nike deal starting today, as indeed is the new Spurs’ Nike deal.  Everton are contracted to Umbro until the summer of 2019, having signed a five year deal back in 2014. As is usually the case, no official figures were released […]