Everton Football Club Presentation

PartnershipOpportunities 2014

EVERTON FOOTBALL CLUB COMPANY LIMITED

WILLIAM RALPH DIXIE DEANEvertons greatest ever forward who scored 60 goals in one season.

THE POWER OF FOOTBALL /p4

THE PREMIER LEAGUE. A GLOBAL FOOTBALL PHENOMENON /p7

EVERTON FOOTBALL CLUB /p15

PROUD OF OUR FANS /p16

PROUD OF OUR CITY /p19

PROUD OF OUR COMMUNITY /p20

CHANG, A 10 YEAR CASE STUDY /p23

A UNIQUE BRAND PLATFORM /p24

EVERTON FOOTBALL CLUB COMPANY LIMITED PARTNERSHIP OPPORTUNITIES 2014

page 3

1 .7

270GLOBAL

3.2 BILLION VIEWERS FOR THE 2010 WORLD CUP

M I L L I O N T E A M S W O R L D W I D E

46PERCENT OF THE

WORLDS POPULATION

A G L O B A L S P O R T , A G L O B A L L A N G U A G E T H A T T R A N S C E N D S A L L B O U N D A R I E S

MILLION ACTIVE FOOTBALLERS. THE WORLDS BIGGEST PARTICIPANT SPORT

THE POWER OF FOOTBALL


page 5EVERTON FOOTBALL CLUB COMPANY LIMITED PARTNERSHIP OPPORTUNITIES 2014

page 4

THE PREMIER LEAGUE. A GLOBAL FOOTBALL PHENOMENON

RANKED UEFA COEFFICIENT OF 18.4

AN ENVIED GOVERNANCE AND REGULATORY FRAMEWORK IN FOOTBALL

365-DAYS A YEAR EXPOSURE TO A BROAD AND BRAND-LOYAL CONSUMER MARKET

365 THE MOSTTRUSTED

BIGGEST CLUBS, BIGGEST PLAYERS AND BIGGEST BRANDS ON THE BIGGEST STAGE

BIGGEST

5.5BILLION IN GLOBAL TELEVISION RIGHTS

WATCHED BY MORE THAN 3.6 BILLION PEOPLE WORLDWIDE



page 6 page 7

GLOBAL OVERVIEWHOME REACH BY CONTINENTAND TOP 10 MARKETS

804MILLIONTOTAL NUMBER OF HOMES REACHED

15.4%

4.1%

14.0% 49.4%

3.2%

AFRICA51 BROADCASTERS

OCEANIA3 BROADCASTERS

MENA6 BROADCASTERS

9.8%

0.4%

3.7%NORTH AMERICA & CARIBBEAN6 BROADCASTERS

SOUTH &CENTRAL AMERICA4 BROADCASTERS

EUROPE (EXCL. UK)53 BROADCASTERS

ASIA48 BROADCASTERS

UNITED KINGDOM3 BROADCASTERS

PERIOD 5: AUGUST 2011 - MAY 2012 (DATA AS OF 30 JUNE 2012)*804 MILLION CONSISTS OF THE CHANNELS WITH THE HIGHEST HOME REACH IN EACH OF THE RESPECTIVE MARKETS

TOP 10 BROADCAST DISTRIBUTION BY MARKET

CHIN

A

UNIT

ED S

TATE

S

AFRI

CA

JAPA

N

WES

T AS

IA

RUSS

IA

BRAZ

IL

LATI

NAM

ERIC

A

INDO

NESI

A

UNIT

EDKI

NGDO

M

222.0M 114.7M62.9M 51.5M 35.3M 34.3M 30.4M 25.8M 24.3M 23.8M



page 8 page 9

GLOBAL TV LANDSCAPEAUDIENCE DELIVERY BY CONTINENT INCLUDING OUT-OF-HOME VIEWING

779.9m

150.9m

156.8m

UK WEEKLY AVERAGE:20.5M

NORTH AMERICA CARIBBEAN WEEKLY AVERAGE: 3.97M

SOUTH & CENTRAL AMERICA WEEKLY AVERAGE: 4.13M

TOTAL:

928.3mEUROPE (EXCL.UK) WEEKLY AVERAGE: 24.3M

TOTAL:

TOTAL:

TOTAL:

369.2m

936.5m

SUB-SAHARAN AFRICA WEEKLY AVERAGE: 9.72M

ASIAWEEKLY AVERAGE: 24.28M

TOTAL:

407.4mMENA WEEKLY AVERAGE: 10.72M

TOTAL:

TOTAL:

*WEEKLY AVERAGE BASED ON 38 MATCH WEEKS

15.1mOCEANIAWEEKLY AVERAGE: 0.39M

TOTAL:

3.6BILLIONTOTAL CUMULATIVE AUDIENCE



page 10 page 11

GLOBAL OVERVIEWBROADCAST DISTRIBUTION BY CONTINENT AND PROGRAMME TYPE

2.8%

1.7%

53.3%

1.8%

NORTH AMERICA CARIBBEAN6 BROADCASTERS

SOUTH CENTRAL AMERICA4 BROADCASTERS

BROADCAST DISTRIBUTION BY PROGRAMME TYPE

LIVE

HIGH

LIGH

TS

MAG

AZIN

E &

SUPP

ORT

EUROPE (EXCL. UK)53 BROADCASTERS

UNITED KINGDOM3 BROADCASTERS

12.8% 16.1%34.1%

DELA

YED

& RE

PEAT

37%

20.3%

AFRICA51 BROADCASTERS

OCEANIA3 BROADCASTERS

12.1%

2.8%

MENA6 BROADCASTERS

5.2%

PERIOD 5: AUGUST 2011 - MAY 2012 (DATA AS OF 30 JUNE 2012)

ASIA41 BROADCASTERS

The Barclays Premier League is the biggest continuous annual global sporting event in the world. Last season more than 13.1m fans attended matches with average stadium occupancy of 95%. Across nine months of the year 380 matches are viewed in 212 territories worldwide. Coverage of the matches is available in approximately 724m households.

158,754TOTA L N U M B E R O F B R O A D C A STS



page 12 page 13

NIL SATISNISI OPTIMUMNOTHING BUT THE BESTIS GOOD ENOUGH

ENGLANDSFOURTH MOSTSUCCESSFUL TEAM

YEARS IN TOP FLIGHT FOOTBALL

FOUNDING MEMBEROF THE PREMIER LEAGUE, ONE OF

ONLY 7 CLUBSWHO HAVE REMAINED IN THE

TOP FLIGHTSINCE THE LEAGUES INCEPTION

DEVELOPERS OF TALENT SUCH ASWAYNE ROONEY, JACK RODWELL,LEON OSMAN,TONY HIBBERT,VICTOR ANICHEBE,ROSS BARKLEY

THE MOST SUCCESSFUL

YOUTH ACADEMY IN THE PREMIER LEAGUE

MORE THAN

30 ACADEMYPLAYERS HAVE GRADUATED TO THE EVERTON FIRST TEAM

A CLUB BASED ON

HISTORY TRADITION ~ PRIDE

PASSION ~ STANDARDS

100MORE THAN

SCHOOL OF SCIENCE



page 14 page 15

8036,400

UNIQUE VISITORS PER MONTH 25% INTERNATIONAL

250,000 ACTIVE APP USERS

A QUARTER OF ALL MERCHANDISE SALES ARE

FROM OVERSEAS

730,000FACEBOOKFANS

310,000 TWITTER FOLLOWERS

EVERYTHING ELSE TAKES SECOND PLACE TO THE CLUB

AVERAGE ATTENDANCE IN THE THE LAST 10 YEARSOFFICIAL SUPPORTERS CLUBS SPREAD FROM AINTREE TO AUSTRALIA

WEBSITE IN THE PREMIER LEAGUE

EVERTONIANS HAVE TRUSTED US

BUILDING LOYALTY THROUGH LISTENINGREGULAR DIALOGUE WITH SUPPORTERS CLUBSACTIVE FANS FORUMONGOING FANS SURVEYS365 DAYS FACE-TO-FACE DIALOGUEIN THE COMMUNITY 1,500 FAN SHAREHOLDERSONE FAN CHAIRMAN

OVER HALF A MILLION

WITH THEIR CONTACT DETAILS

OF ALL FANS SAY

29%THE MOST REGULARLY VISITEDEVERTONFC.COM

900,000DIGITAL MEDIA

PHIL JAGIELKA (CLUB CAPTAIN)

I AM AMAZED SOMETIMES AT THE FOLLOWING WE TAKE TO GAMES AND HAVE AT HOME GAMES, YOURE JUST SO PROUD THAT YOUVE GOT THESE SUPPORTERS ON YOUR SIDE AND THEYRE RIGHT BEHIND YOU

PROUD OF OUR FANS



page 16 page 17

PROUD OF OUR CITY

THE FASTEST GROWING ECONOMY OUTSIDE OF LONDON

WORLD RENOWNEDINFLUENCE ON

POPULAR CULTURE

30.5MILLION

VISITORSPER YEAR

THREELEADING UNIVERSITES

UNESCOWORLD HERITAGE SITE

2WORLD FAMOUS CATHEDRALS

EUROPEAN CAPITAL OF

CULTURELED RESURGENCE

LIVERPOOL CITY REGION HAS ACCESS TO OVER 7MILLION CUSTOMERSAN ECONOMY WORTH 121 BILLIONAND 252,000 BUSINESSES



page 18 page 19

ACCLAIMED SPORTING INDUSTRY

AWARD WINNERS 2010 & 2011ENGAGINGITS COMMUNITYAND LEVERAGING ITS WORK THROUGH THE

POWEROF SPORT

AN EDUCATIONPROGRAMME WITH A

100%PASS RATE

SUPPORTING OVER

CHARITIES EACH YEAR

ESTEEMED INTERNATIONAL DISABILITY PROGRAMME

BRAVE, RELEVANT, INSPIRING AND

MULTI-AWARD WINNING

SIGNIFICANTIMPACTON CRIME AND ANTI-SOCIALBEHAVIOR

A READYMADE

PLATFORM

DENISE BARRETT-BAXENDALE, CHIEF EXECUTIVE EVERTON IN THE COMMUNITY

AT EVERTON IN THE COMMUNITY WE AIM TO USE THE POWER OF SPORT TO MOTIVATE, EDUCATE AND INSPIRE PEOPLE IN OUR LOCAL

COMMUNITIES AND FURTHER AFIELD IMPROVING LIFE CHANCES AND OPPORTUNITIES. THROUGH THIS PIONEERING APPROACH, EVERTON IN THE COMMUNITY HAS EARNED A REPUTATION FOR DELIVERING BEST PRACTICE IN THE SPORTING CHARITY SECTOR.

PROUD OF OUR COMMUNITY



page 20 page 21

65% 18%INCREASESTADIA SALES IN 9 SEASONS

INCREASEI N G LO B A L S A L E S

VIP10

INCREASEIN BRAND AWARENESS

ONEOF THE LONGEST STANDING SPONSORSHIPAGREEMENTS IN THE

HISTORYOF THE PREMIER LEAGUE

AWARD WINNINGSPONSORSHIP

PREMIUM LARGER ON AN INTERNATIONAL STAGE

LISTED IN MAJOR UK HIGH STREET

LUCKY WINNERS

WERE BROUGHT

SUPERMARKETS SUCH AS

TESCO & ASDA

TSUNAMIEVERTON AND CHANG COMBINED TORAISE MUCH NEEDEDAWARENESSFOR THOSE MOST AFFECTED BY THE 2001 DISASTER

15,000RECEIVING MORE THAN 15,000 ENTRANTS

EFFECTIVE ACTIVATION LIVE LIFE LARGE:A WORLDWIDE CAMPAIGN ENGAGING KEY CHANG MARKETS

TO GOODISON PARK TO EXPERIENCE THE

LIFE OF A PREMIER LEAGUE FOOTBALLER

PRIZE WINNERS WERE TREATED TO

SHOPPING EXPERIENCE, DINNER WITH EVERTON LEGENDS, TOUR OF FINCH FARM, MEET AND GREET WITH THE PLAYERS AND EXECUTIVE HOSPITALITY

CHANG,A 10 YEAR CASE STUDY

45%THE POWEROF THAIHELP SUPPORT THE VICTIMS OF THE THAI FLOODS IN 2011



page 22 page 23

A UNIQUE BRAND PLATFORM

$100MILLIONWORTH OF MEDIA VALUE FOR

OUR PARTNERS

EVERTONGENERATESMORE THAN A MAIN SPONSOR ALONE

CAN EXPECT IN EXCESS OF

$25MILLIONOF WEIGHTED MEDIA VALUE

15LIVE BROADCASTS IN THE UK EACH SEASON

WHATGENERATESTHE VALUE

MORE THAN

17MILLIONCUMULATIVE AUDIENCE IN THE UK ALONE

THREE QUARTERS OFA MILLION SPECTATORS VISIT GOODISON PARK

HOURS 45,000MORE THAN

OF EVERTON SPECIFIC COVERAGE INTERNATIONALLY

12%MEDIA BACKDROP

10%TRAINING WEAR

15%LED BOARDS

4%STATIC SIGNAGE

59%STATIC SIGNAGE

A UNIQUE PLATFORM THAT DELIVERS BRAND AWARENESS, PRODUCT SALES. CONSUMER LOYALTY, STAFF ENGAGEMENT AND A CSR SPRINGBOARD



page 24 page 25

2008/09 2009/10 2010/11 2011/12

100%

0%

25%

50%

75%

100%

0%

25%

50%

75%

100%

0%

25%

50%

75%

100%

0%

25%

50%

75%

100%

0%

25%

50%

75%

100%

0%

25%

50%

75%

Over 80k 60k-80k 40k-60k 20k-40k Under 20k

2012/13 2008/09 2009/10 2010/11 2011/12 2012/13

2008/09 2009/10 2010/11 2011/12 2012/13 2008/09 2009/10 2010/11 2011/12 2012/13

2008/09 2009/10 2010/11 2011/12 2012/13 2008/09 2009/10 2010/11 2011/12 2012/13

AB C1 C2 DE

65 and over 45 to 64 25 to 44 24 and under

100%

0%

25%

50%

75%

0%

2008/09 2009/10 2010/11 2011/12 2012/13 2008/09 2009/10 2010/11 2011/12 2012/13

100%

0%

25%

50%

75%

0%

2008/09 2009/10 2010/11 2011/12 2012/13 2008/09 2009/10 2010/11 2011/12 2012/13

100%

25%

50%

75%

100%

25%

50%

75%

Male

Female

White

Non-white

Married

Single

Other

No

Yes

83% 85% 84% 84% 83%

85% 85% 85% 84% 86%

15% 15% 15% 16%

17%17% 15% 16% 16%

14%

2% 1% 2% 2% 2%

98% 99% 98% 98% 98%

94% 96% 96% 96% 96%

6% 4% 4% 4% 4%

7%

5%

6%

6% 6%6%

6%

5%

7% 7%20%

33%

20% 18%24%

24%

22%

22% 20%24%

73%

62%

75% 75%69%

69%

72%

72% 73%69%

38%

26%29% 27% 25%

37%33%

30% 30%27%

62%

74%71% 73%

75%

63%67%

70% 70%73%

Everton Premier League

8%

45%

43%

4%

39%

37%

21%

3%

56%

29%

8%

7%

55%

30%

5%

9%

49%

28%

12%

10%

12%

48%

38%

3%

10%

40%

45%

5%

10%

35%

47%

7%

9%

34%

50%

8%

14%

31%

47%

9%

5%

13%

30%

52%

31%

13%

7%

48%

30%

16%

4%

49%

28%

14%

4%

54%

29%

15%

5%

51%

4%

15%

30%

3%

5%

15%

28%

52%

3%

16%

47%

54%

4%

15%

25%

56%

3%

16%

26%

54%

10%

38%

26%

15%

24%

37%

14%

14%

24%

38%

14%

14%

25%

34%

14%

14%

25%

35%

16%

13%

12% 12% 11% 13% 12%

11%

35%

25%

14%

24%

35%

12%

14%

24%

34%

13%

14%

23%

32%

13%

15%

23%

34%

14%

13%

15% 16% 16% 17% 17%

DEMOGRAPHICSEVERTON RESPONDENT PROFILE

GENDER ETHNICITY

MARITAL STATUS CHILDREN UNDER 16

AGE

SOCIAL GRADE

INCOME

CLUB PREMIER LEAGUE



page 26 page 27

TESTIMONIALS

Working with Everton FC has been a pleasure from day one such has been the level of communication, experience and work ethic weve witnessed from the whole team.

What weve gained through partnering with one of the most traditional clubs in English football is further brand recognition and an increased trust factor - not just in Asia where our primary audience exists but worldwide due to the following of both the club and Premier League as a whole.

Like ourselves, the club believe a partnership is exactly that, a two-way relationship who work together to achieve mutual goals.

John Cruces, Head of Marketing Operations Asian Logic (Dafabet.com)

Evertons rich heritage and values make them perfect partner for Umbro. We love working with successful clubs but in order to truly maximise a partnership its important for us that a club has exactly the right character, personality and is also open to new ideas, and Everton tick every box. The Premier League is a hugely important platform for us as we trade in over 120 countries and the reaction from our commercial partners when we signed Everton was overwhelming, enabling us to position Everton at the heart of our brand all over the world.

Paul Nugent, VP Global Marketing UMBRO International



page 28 page 29

EVERTON FOOTBALL CLUB Goodison Park, Goodison Road, Liverpool L4 4EL0871 663 1878* evertonfc.com


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