Thursday 5 January 2017 00:02, UK
Farhad Moshiri has signalled his ambition to put Everton back among the elite of English Football.
Attending his first general meeting since acquiring a 49.9 per cent stake in the club, Moshiri told the club's shareholders he's there to win.
"The gold standard is Premier League position," he said, sat alongside chairman Bill Kenwright on the stage of Liverpool's Philharmonic Hall.
"That's where Everton's competitive edge will be measured. We have a window to establish ourselves and we will do everything we can.
"Bill (Kenwright) and the past managers kept the club close to the elite.
"Now we need to look at sustainability. We need a sustainable base to be among the elite. It takes time but we are committed, that's why we are here."
Delivering a new stadium will be at the forefront of that commitment.
Chief executive Robert Elstone reported "solid progress on many fronts, most encouragingly the partnership with Liverpool City Council and its support to find the money to make the stadium project viable".
And it was the Mayor of Liverpool, Joe Anderson, who dropped the biggest hint that a new stadium on the waterfront at Bramley Moore Dock is the preferred option.
"On Friday we announced £20m being spent on a road connecting into the dock site," he said.
"Around about the end of April we will be announcing £6m investment that goes directly into the site we are looking at."
There was a slight hesitation as Anderson realised he was maybe saying too much, which drew cheers and applause, emphasising Evertonians' viewpoint that if they're to leave Goodison Park it has to be for a prime site.
Officially Bramley Moore Dock remains one of a few options.
Elstone confirmed to Sky Sports News HQ that staying at Goodison Park and a move to Croxteth are also still under consideration.
The cost of a new stadium on the banks of the Mersey would be more expensive, but, at the same time, revenue from naming rights at such a location would be greater.
"Before we can move forward we need to find the answers to the uncertainties, work through the unknowns and, ultimately, present the answers that will allow the board to make the right decisions for the club," Elstone told the meeting.
"The next few months will be critical.....it's an exciting project that could cement the club's future and make a significant contribution to the City."
A stadium that generates greater revenue would also help to ensure that Everton's increased spending on players is sustainable.
Everton want to spend and the prediction is that the addition of Ademola Lookmam is just the start for this January after Kenwright described Moshiri and Sky Sports News HQ as the transfer window's partnership of a lifetime.
"He wants to sign more players than you want to sign more players........he sits there and says we'll get him, we'll get him, we'll get him, we'll get him," said Kenwright.
On stage it brought smiles out of manager Ronald Koeman and director of football Steve Walsh. However, financial fair play rules mean Moshiri can't just bankroll Everton's spending.
With that in mind, Elstone confirmed that, after challenging themselves to find significant commercial growth, new deals totalling £75m have been secured in the past six weeks
"The final year of our main partnership deal with Chang presented us with a great opportunity to secure a significant increase in revenue," he said.
"We are expecting a 300 per cent increase in the value of our shirt sponsors and we will be announcing shortly, as part of that £75m, a significant new title sponsor for the Finch Farm training ground and Academy."
Alongside their commercial performance, Everton have also announced a freeze on season ticket prices; a new reduced price category for fans aged between 22 and 24; and a maximum general admission season ticket price of £565, ensuring no season ticket costs more than £30 per game.
Everton are still in debt....that debt is with their major shareholder.
To pay off the club's previous creditors Moshiri provided an interest free loan of £80m, for which there is no set repayment date. In itself this has saved Everton £5m a year.
And with a current projected operating profit for this season of £14m, the club's board of directors believe they are in the strongest position they've ever been in to move Everton forward.
