Everton Football Club has announced Budweiser as a founding partner of the new Hill Dickinson Stadium, naming the global beer giant as its official beer partner. The collaboration marks another major step in the Premier League side’s preparations for life at their new 52,769-capacity home.
Budweiser’s experience with iconic venues such as Wembley Stadium and The O2 will be brought to the matchday experience at Hill Dickinson Stadium. Fans will be able to enjoy Budweiser beer, cider, and non-alcoholic options across multiple points of sale, including:
- The Budweiser Fan Plaza – a dedicated fan zone inside the venue.
- Stadium concourses, kiosks, bars, and restaurants.
- Self-serve kiosks with frictionless payment technology.
- Fast-pour dispense systems to reduce wait times.
Everton CEO Angus Kinnear described the partnership as a “statement of intent”, highlighting Budweiser’s global recognition and shared commitment to sport, innovation, and world-class experiences.
Budweiser joins Castore, Aramark, and Christopher Ward as part of the founding partner group, with the club’s official soft drinks partner to be announced soon.
Strategic venue partnerships like this go beyond brand visibility — they’re about embedding a sponsor into the core fan experience. The Budweiser–Everton deal illustrates several best practices for rights holders:
- Integrated Touchpoints – Activating across concourses, bars, and dedicated fan zones ensures consistent engagement throughout matchday.
- Operational Enhancements – Technology like fast-pour and frictionless kiosks improves service, driving both satisfaction and spend-per-head.
- Global-Local Balance – Budweiser’s international brand stature combined with Everton’s deeply local identity can create unique marketing narratives.
For clubs, the challenge is ensuring such partnerships stay authentic and fan-centric while also delivering measurable ROI for the sponsor.
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