Everton owners, The Friedkin Group, are betting big on data to pull Everton out of the Premier League’s financial red zone.
Last week, the Friedkin family unveiled Pursuit Sports, a Houston-based holding company that will handle their three-club portfolio.
In addition to Everton, Serie A side AS Roma and French fourth-tier side AS Cannes are under the Friedkin ownership.
Friedkin Group Bring Former FSG and Clearlake Man to Lead Pursuit Sports
The Friedkin Group has appointed Dave Beeston as the CEO of Pursuit Sports.
Beeston formerly worked at Fenway Sports Group (FSG), the American multinational sports holding conglomerate which owns Liverpool. He also served as the managing director at Clearlake Capital Group.
Beeston spent eleven years at FSG, helping them maximise profits from their portfolio of clubs. As the FSG money man, Beeston optimised operations at Liverpool, the Boston Red Sox (MLB), and the Pittsburgh Penguins (NHL).
He aggressively used analytics and pulled lucrative sponsorship deals to rake in profit for the clubs and, of course, FSG.
At Pursuit Sports, he is set to follow a similar blueprint.
The clubs will share back-office systems, commercial deals will be centralised, and using data-backed performance tools will become the norm at each team.
In the US, The Friedkin Group are announcing they've formed Pursuit Sports
This is an arm of the business to oversee their sport clubs around the world. It isn't a multi club ownership model. Each club, like Everton, to be run as a separate entity. There won't be a DoF for all pic.twitter.com/D8DfVZL0Yb
— Giulia Bould (@GiuliaBould) July 16, 2025
In the launch event, Beeston said (via BusinessWire):
“With a focus on people and data-driven decision making, we will use our scale, insights, and expertise to unlock and empower the leadership at each of our clubs, which will allow them to realise their full potential and pursue championship success.”
Pursuit Sports will look into buying American sports franchises. These teams are guaranteed money-makers.
This would allow Pursuit Sports to invest heavily in economically struggling Everton and Roma. It will grant them the flexibility to inject cash into the team that needs it the most.
Pursuit Sports Plans to Use Advanced Analytics to Empower Everton
Beyond cash, Pursuit Sports plans to use data to revolutionise Everton and other clubs under their umbrella.
To underscore that intention, Pursuit has acquired Insight Sport. It is a London-based start-up that specialises in running test projects to advance on-field tracking data.
Insight Sport then builds software dashboards so that coaching staff can use the stats for tactics and player development.
Dan Friedkin is set to become Everton Chairman with Marc Watts continuing his role as Executive Chairman. Dan Friedkin has now officially been named as a director of Everton 🔵 pic.twitter.com/G6kFfiYpoM
— The Bobble (@ElBobble) March 24, 2025
Using custom-made software, Everton will be able to boost their scouting game.
Not only potentially improve quality but also bring the costs down. It could go a long way in helping them comply with the Premier League Profit & Sustainability Rules.
The Toffees can expect to benefit from it before the beginning of the 2026/27 season.
Everton Will Not Be a Manchester City Clone
Manchester City are one of the 16 Premier League clubs currently in a multi-club ownership model. Owned by the City Football Group, Man City are the flagship club.
The players who thrive in one of the remaining seven City Group clubs generally get fast-tracked to City.
Similarly, Pep Guardiola’s side has the luxury of sending underperforming players to smaller clubs to get minutes and gain confidence.
Manchester City has benefited greatly from this parent-feeder model.
Pursuit Sports, however, does not want Everton, Roma, and Troyes to follow suit. Chairman Dan Friedkin insists each club will operate independently, keeping its unique identity.
It will be interesting to see if Dave Beeston’s spreadsheet vision translates into revenue and points with UK betting sites pricing them at 2/1 to finish in the top half of the Premier League this season.
