Everton's shirt sponsors Cazoo have decided their agreement with Aston Villa is more important, finance expert Kieran Maguire has told Football Insider, pointing to the presence of Steven Gerrard as a big reason why.
The lowdown
Cazoo signed a two-year deal with Everton in 2020, believed to be worth £10million per year (via The Athletic).
But it emerged recently that The Toffees are looking for a new shirt sponsor after failing in talks to agree a fresh contract.
Villa's jerseys are also emblazoned with the Cazoo logo after they struck a deal two years ago, though that one is only thought to be worth £6million p/a.
The latest
Maguire suggested that Cazoo may have had to decide between extending their partnership with Everton or Villa.
And Villa are the more attractive proposition at this point, he says, with a 'high-profile manager' installed and security in their Premier League status.
"Cazoo have two Premer League sponsorships at present," he told FI.
"It looks as if they are going to carry on with Villa. It could be that Cazoo's overall marketing budget didn't warrant two clubs.
"They have decided in favour of Villa. It's not necessarily a negative for Everton. Cazoo have just made their choice.
"Villa have got a high-profile manager in Steven Gerrard, whereas we have seen a succession of managers at Everton.
"There will also be a concern at Everton’s league position. They aren't where any of the parties want them to be."
The verdict
Perhaps this should be seen as a warning for Everton.
After hiring seven different permanent managers in six years, The Toffees sit on the brink of the relegation zone.
They're only above Watford by virtue of their goal difference (-19 compared to -26).
They do hold three games in hand on The Hornets, but their record of nine points from the last 60 available raises serious doubts about their capacity to make that advantage count.
And if Everton to drop, other sponsors might get cold feet too because the levels of exposure simply don't compare.
For instance, the average Championship fixture broadcast by Sky Sports nets 178,000 viewers, while the average Premier League game on their channels pulls in 1.9million.
In other news, this trio struggled most against Wolves.