Everton have announced a partnership with Japanese J-League side Nagoya Grampus.
Both clubs have described the deal as scouting and community-led, but there could be some hidden financial benefits for Everton because we have seen this deal before.
Nagoya Grampus Chairman, Moritaka Yoshida, said: “Through this partnership, we aim to strengthen player development and team growth with initiatives such as data analytics systems, information exchange in scouting, and various sustainable initiatives, all of which will contribute to the growth of both clubs.”
We can have a solid guess about what the benefits of the deal will be because we have seen it before. In 2022 Roma announced an almost identical deal with Nagoya Grampus and it seems like a Friedkin Group tactic to work with the Japanese side.
So what can Everton expect from the partnership outside of the more obvious scouting opportunities offered by a team in one of the most interesting regions for talent?
We can expect a tour at some point in future. Roma wasted no time in heading to Japan in November 2022 in the break before the World Cup. A drab 0-0 draw with Nagoya was not the optimum result for a Mourinho-led side hoping to woo new audiences in Asia, but the club also used the opportunity to open a pop up Roma store in Tokyo that did prove a commercial success.
After a less-than-successful tour of the US this summer it would not be a surprise if Everton headed East next year to play their new partners and mirror the Roma example.
Of course, these tours to entice new fans in new locations depend on more than just turning up with a pile of excess merchandise stock. To really take advantage Everton would need to do two things; actually look like an exciting football team when they do play, and sign a Japanese player to boost popularity on Japan.
The latter comes with plenty of issues – the player needs to be part of the manager’s plans and an upgrade on what Everton have. A Takefusa Kubo would be the perfect match in that regard.
Luckily there are easier to achieve benefits of the new tie-in. Nagoya Grampus are founded and owned by Toyota, one of the world’s largest car makers. It is no coincidence that the Friedkin Group own Gulf Toyota.
Within weeks of the Roma deal being signed Toyota had signed up as a major sponsor of the club. They paid around £2m per year to appear on the Roma training range. Toyota also sponsored the Legends team at the recent match at Hill Dickinson Stadium.
Roma said: “This initiative represents a further step in the shared journey between AS Roma and Toyota, which will continue into the 2025/26 season, strengthening the bond between two brands and companies united by values such as innovation, performance, and continuous improvement.”
Everton are already building ties with the Toyota Group. Lexus adverts were displayed in the final games at Goodison Park and with the front of shirt sponsor up for grabs next year the Nagoya Grampus link could become an important first step to securing the brand as the next Everton shirt sponsor.