Everton Football Club has confirmed a landmark five-year partnership with Pepsi MAX, naming the global brand as a Founding Partner of Hill Dickinson Stadium. The deal makes Pepsi MAX the club’s Official Soft Drink Supplier, cementing its presence at Everton’s new home and marking another step in the commercial build-up to the stadium’s opening.
Pepsi MAX Presence at the New Stadium
As part of the agreement, Pepsi MAX branding will feature prominently across multiple stadium touchpoints, including LED boards, retail counters, and digital menu systems. Products from PepsiCo’s wider portfolio will also be available throughout Hill Dickinson Stadium’s concourses, ensuring fans have direct access to one of the world’s most recognised consumer brands on matchdays.
Everton’s Perspective
Mark Rollings, Everton’s Chief Partnerships Officer, emphasised the scale of the deal as a reflection of the club’s new commercial chapter:
“To partner with such a globally renowned organisation is a huge endorsement of our new home and reflects the scale of opportunity that the stadium represents. Pepsi MAX is a brand recognised and enjoyed by millions of people worldwide, and we are excited to work with them to enhance the matchday experience for our fans and bring fresh energy to our new stadium.”
PepsiCo’s Commitment to Football Experiences
From PepsiCo’s side, the collaboration is positioned as part of its long-standing connection to football. John Savage, UK Head of Sports Partnerships at PepsiCo, noted that the deal is about building experiences as much as it is about visibility:
“The momentum and passion surrounding Everton’s new Hill Dickinson Stadium has been inspiring, and we’re incredibly proud to be a founding partner at the very beginning of the journey. This partnership reflects our commitment to elevating the fan experience in football and creating unforgettable moments for supporters, while also celebrating Everton’s rich heritage.”
A Tradition of Football Partnerships
Pepsi MAX has a 50-year history of aligning with football through sponsorships, campaigns, and global activations. This new partnership extends that heritage into one of English football’s most ambitious stadium projects. Supporters can expect activations both inside Hill Dickinson Stadium and across the wider Everton community, designed to blend brand energy with fan culture.
Strategic Implications
For Everton, securing Pepsi MAX as a Founding Partner adds both credibility and global resonance to Hill Dickinson Stadium’s commercial portfolio. With the stadium positioned as a long-term growth engine for the club, partnerships with internationally recognised consumer brands are vital in unlocking new revenue streams and enhancing fan engagement.
For PepsiCo, the partnership underscores its strategy of embedding within football culture at both global and local levels — ensuring visibility not just in elite competition but also at the heart of communities and matchday experiences.
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IMAGE: Everton Football Club
