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Everton are approaching a commercial cross-roads this summer.

Their long-running shirt sponsorship agreement with Thai beer brand Chang expires after the current season, and that's likely to mean that a club record renewal or bumper new deal follows.

The club values the loyalty and longevity of their partnership with Chang; which is owned by ThaiBev, one of Southeast Asia's largest drink companies.

But there will be little room for sentiment as negotiations begin.

It is believed that Chang are prepared to wait for now, with sources close to the Bangkok-based company admitting they see no imminent deal on the cards yet.

Chang are pouring their focus into growth in a challenging climate, following a decline in beer sales during the one-year mourning period for Thailand's beloved King Bhumibol, who died in October.

Nevertheless, they plan to invest 4 billion baht (almost £9m) on expanding operations next year as part of their 'Vision 2020 business scheme'.

And their recent market performance has been favourable.

Revenue during the first nine months this year increased by 14.8% to 139 billion baht with net profit rising 14.3% to 19 billion, according to the Bangkok Post.

But to maintain their 12-year link with the Blues they are likely to be asked to dig deeper.

Last month majority investor Farhad Moshiri outlined commercial income as an area he is determined to grow at Goodison.

"The way to compete is to build a big stadium, to increase our merchandising and commercial income," he said. "That is what we will do.

"It's a difficult landscape now, teams are getting £900m, £1bn kit deals, but there is always a way to compete. We will find a way, we won't let the fans down."

Still, it may be unrealistic to expect Everton, with no Champions League pedigree or short-term indicators they will become competition regulars in the next few years, to match the Premier League's Big Boys.

Last February Chelsea signed a £200m sponsorship deal, rumoured to be worth £40m a year, with Japanese tyre firm Yokohama Rubber. That made them second only to the £53m a year which Chevrolet pays Manchester United.

It was also more than double the club’s previous contract with Samsung.

As Moshiri has made clear, UEFA’s Financial Fair Play rules mean that commercial and broadcasting income have become hugely important as clubs seek to balance the books and bolster their global brand.

Such whopping deals also boost their transfer spending power.

Forbes magazine ranks Liverpool's agreement with Asian bank Standard Chartered as the world's seventh most lucrative shirt deal, while Real Madrid (First) Arsenal (Fifth) and PSG (Tenth) all benefit from bumper associations with Fly Emirates.

Barcelona's £47m-a-year recent deal with Japanese online firm Rakuten - not factored when the Forbes list was published - no doubt bumps them higher up the list.

Everton cannot be expected to enter that ball-park yet.

But the £16m (£5.3m a year) they agreed with Chang back in 2014 has to improve.

It is difficult to accurately rank comparable clubs but Tottenham's five-year link-up with insurance services provider AIA, that runs until 2019, is reportedly worth around £16million-a-year for the Londoners.

UK Business Insider claims Everton are ninth in the UK table of shirt sponsorship deal value. West Ham (Bestway) are above them as are Newcastle (Wonga).

They do considerably better out of Thailand, though, than reigning Champions Leicester City (17th) who, at £1m-a-year with King Power, may well be pushing for swift re-negotiations if they aren't already after reaching the Champions League Group Stages.

Would Everton be able to find a deal comparable to Spurs; London-based and with a new stadium more directly imminent?

It's debatable - but the Toffees have their own new set of bargaining chips in Moshiri, a world-class name manager and stadium plans of their own.

Perhaps a more lucrative deal could be attracted by giving new potential partners first refusal on naming rights for a new stadium on one of the world's most iconic skylines?

If the club holds a General Meeting soon we may learn more about their plans.

But maybe Chang, if they really want to maintain their presence in the Premier League market, would be wise not to let the ground grow under their feet.

Everton and Chang - a brief history.

Everton's last deal with Chang was the most lucrative in the club’s 136-year history.

Chief Executive Robert Elstone, Arouna Kone and Blues legend Graeme Sharp all flew to Thailand sign the new arrangement at Bangkok’s Plaza Athenee hotel three years ago.

Having signed initially in 2004, the Blues have now worn the Chang brand for 10 seasons, renewing the partnership on four separate occasions – in 2005, 2008, 2010 and now in 2014.

“Everton has enjoyed a special relationship with Chang extending now for 10 years,” said Elstone in 2014.

“In that period, we have grown to understand one another, delivered great work, helped achieve objectives and developed a truly great partnership and, indeed a friendship, based on mutual trust, respect and affection.

"Everton is very proud of our mutual success to date.

“Chang is a business that has always provided great support, not just financially, but also as a gateway to our fans in Thailand. Over 10 years we have delivered some exciting, award-winning projects and with the same levels of creativity and commitment, I’m sure the years ahead will be as exciting off the field as they look set to be on it."

As well as the sponsorship of the Everton shirt, the partnership is also focused on Thai footballing talent and both parties will continue to invest resources in projects that are aimed at improving and developing the game in the South East Asian country.

Mr. Thapana Sirivadhanabhakdi, President and CEO of Thai Beverage Public Company Limited, described it as a "solid friendship" and the firm's "proudest accomplishment."