So I am one of those converts that Everton has received - I live in San Francisco, and have been reading everything I can about Everton in prep for hopefully a Landon move. I guarantee you I would buy a kit or two, and I'm in the process of converting several of my friends.
I also have worked in marketing for 14 years, and this is an absolute NO BRAINER in terms of the money needed.
Shirt and merchandise sales
TV rights
Spillover marketing value from mentions with the US Soccer team
Being a part of Landon's endorsements in general (Nike will LOVE this)
Don't forget Tim Howard will also benefit - as will any other American that is signed with the team
You can absolutely market Tim & Lando together as the "American heroes" of the EPL. Jonathan Spector is untested, and as much as I love Clint Dempsey, he is not comfortable for the American media (just not clean cut enough - though that would change if Landon went to Fulham, Clint would be the scrappy one, Lando the smooth one). Tim and Landon are a striking pair (though you'd have to put Landon on a box for pictures

) - you could do combined shirts, merchandise etc.
Also, let's not forget ESPN here. If they are smart, they will televise every single game Tim and Landon play in. These are the rights they should acquire. Not many have Fox Soccer here, but ESPN, easy. And you bet your socks that they will run marketing for these games in the effort to grow soccer before 2014 Brazil - which will be PRIMETIME in the United States, and guaranteed 20 mil+ in viewers.
Everton will get noticed.
If I were Landon's agent I would try and get his endorser's involved. Honestly, how hard would it be for Nike to run an ad about Landon's Everton experience? It doesn't even need to be TV - it could be viral marketing. Everyone wins. Can't you see the ad? First Famous American playing for EPL team? "Just do it." "One game changes everything." Blah, blah, blah and $$ in jersey sales (US Soccer jerseys since I just realized Le Coq does your kits. Huh - wonder if that's a problem for his endorsement deal).