Love this endless optimism just three games in. But I get it, I really do. It's what Everton has made us.
It's what Everton has made itself. Two years ago at this time, we would have been discussing which of the European places we were most likely to finish in. Last season, we were discussing the needs that had developed over the last season, the club's inability to meet those needs financially and whether or not the manager could keep us up. We're now discussing the consequences of that inability last summer to plug the hole that would inevitably be left behind by Richarlison, and the probable consequences if we don't address the problem urgently.
All of that has to be weighing on the sponsorship deals in some way, shape or form. From what little I know of this sponsor from this side of the Atlantic, we could definitely do worse. So there's that. The club obviously still has a meaningful brand name, for what that's worth, and apparently is worth partnering with if the target market is British rather than global.