I agree Elstone is not the right guy to be conducting such deals. He's yet to get a good one.
However, I look at Everton as a brand we aren't global enough. Therefore massive sponsorship deals are going to be hard to broker. If we had consistent Champions league football, more television appearances and big named players we'd be able to compete at the top end of financial deals. Until we move forward in this manner we are unlikely to get the massive deals other teams get and this all comes down to finances of the board.
Everton need to become a bigger brand as a whole on the pitch and off it.