Hill Dickinson Stadium-A new era for Everton

In August 2025, Everton finally opened the doors to their new state-of-the-art stadium located on Bramley Moore dock in Liverpool. The club entered into a long term naming rights partnership deal with Liverpool based law firm Hill Dickinson, which rebranded the stadium name to the ‘Hill Dickinson Stadium’. This initially sparked a debate across social media, mainly from Everton fans, but just why did Everton secure this sponsorship and what are the financial numbers behind the deal that has now become one of the largest stadium naming rights agreements in Europe.

The reported deal is worth £10 million per season, extending over the next decade. This is one of the most significant commercial partnerships in the club’s recent history and for a club which has struggled for financial stability for many years, this agreement signals a strategic step forward in the right direction and hopefully sets a springboard for their success starved fans.

This partnership deal has seen Everton follow in the footsteps of clubs such as Manchester City and Arsenal of naming their stadium after a brand. It is a strategic financial move by Everton and highlights how stadium naming rights are one of the most powerful commercial deals a football club can pull off and Everton’s new agreement is no exception.

The benefits to Everton are huge. The estimated £10 million a year helps the club to boost its financial revenue, which, for a club that has had its struggles with PSR and FFP in recent years, seems like a strategic move to nudge the club towards a more successful future both on and off the pitch.

The club itself has anticipated that their new stadium could generate an extra £50 million a year in total revenues. This gives the club more flexibility when it comes to investing in the squad, investing in the facilities, investing in the academy and day to day running costs.

Therefore, this stadium naming rights deal helps Everton to compete more effectively with rivals who already benefit from stadium driven income streams.

However, this new name sparked some debate on social media and it is no secret that many Everton fans would have preferred the stadium to be called ‘Bramley Moore Dock’ or the ‘Everton Stadium’ as they feel the importance of ensuring that the stadium name is connected to the club. The fans wanted a connection to Everton, so a natural kick-back was inevitable. Over time, the club fans are becoming more acceptant to the name as they understand the financial impact this will have on the club with many fans now praising the club over their increased business acumen and highlighting the positives this brings to the club. It is also important to remember that Hill Dickinson is a Liverpool based company, unlike many naming rights deals where the sponsor has little to no local relevance, this partnership is rooted in Liverpool and so for the supporters who value authenticity they may come to see this as a fair compromise between tradition and financial necessity.

This partnership with Hill Dickinson highlights the clubs strategic vision and long term commercial strategy. The deal brings more revenue into the football club and many clubs are now looking towards naming right partnerships as a way of increasing their long term revenue. With the added focus on rules within the sport, such as PSR and FFP, it is essential for clubs to increase their off the pitch revenue to ensure for success on the pitch. We have seen already, in the case of Manchester City and Arsenal, how these type of agreements can underpin competitive spending and future growth.

In the case of Everton, this partnership adds more than just the increase in revenue. As mentioned, Hill Dickinson is a local business and Everton’s new stadium will sit in the heart of one of Liverpool’s biggest regeneration zones, creating thousands of jobs and pumping millions into the local economy. A sponsor with similar roots underlines the sense that Everton are building not just for themselves, but for their community, which further enhances the excellent work they already do via the charity partner, ‘Everton in the Community’.

The direction and future of the club seem to be going in one direction and its long-suffering fans are starting to see a bright light in the not too far distance. The positives are there to see. The stadium itself has been designed with the modern football fan in mind with steep stands and a close proximity to the pitch. Everton are showing increased commercial focus and are investing heavily in creating an experience that can attract both the loyal supporters but also new corporate partners — the new stadium naming rights deal helps to provide the finances for this and helps to reposition Everton as a more forward thinking and commercially focused club — a bold and positive move to provide a more successful future for the club after a disappointing period in their history..

To conclude, Everton’s new stadium naming rights deal with Hill Dickinson may have raised some eyebrows at first, however it shows the strategic direction in which the club aim to go. With added focus on being a commercially driven club and bringing increased revenue and income into the club to help combat financial regulation rules within the sport such as financial fair play. Tradition will always be important to supporters in football however in today’s game securing long term revenue streams is just as important for securing long term success for the club and with Hill Dickinson, Everton have attempted to get the best of both worlds by staying loyal to a local brand but also increasing revenue by £10 million per year through this partnership.

Everton will be hoping that their new era at the Hill Dickinson stadium will spark for a successful future, one where commercial strength and footballing ambition are all part of the same story.

I’m fully expecting a few more lucrative deals to be seen in the near future with Everton’s new American based owners at the helm. With a new shirt sponsor expected withing twelve months, what’s to say the club don’t break even more commercial records.