Securing a naming rights partner in European football is rarely straightforward. Yet Everton have achieved just that, tying down a long-term agreement with Liverpool-based commercial law firm Hill Dickinson for their new £750 million home at Bramley-Moore Dock. The partnership, reportedly worth around £10 million annually for a decade, not only delivers financial stability but also demonstrates how clubs can balance local authenticity with global ambition.
From Goodison Park to the Mersey Waterfront
Everton’s move away from Goodison Park, their home since 1892, created both a challenge and an opportunity. While heritage can make fans resistant to corporate renaming, a new stadium provides a clean slate — one that the likes of Arsenal (Emirates), Manchester City (Etihad), and Brighton (Amex) have successfully capitalised on.
But this process is far from automatic. Naming rights deals in Europe lack the cultural acceptance seen in the US, where 15-to-20-year partnerships are common. Everton’s search required a tailored strategy — one that emphasised not only the commercial value of Premier League football but also the stadium’s wider role as a sports, entertainment, and community destination.
A Narrative Beyond Football
Appointing US-based agency Elevate in 2022, Everton sought to craft a proposition that extended beyond the pitch. The new 53,000-seater stadium includes a 20,000-capacity fan plaza and ambitions to host concerts, rugby, business events, and Euro 2028 matches.
Alex Scotcher, Elevate’s SVP of Global Partnerships, explained the approach:
“We talked about it less as a football stadium, and more about a fully programmed 365 sports and entertainment destination.”
Crucially, the positioning also leaned into Everton’s reputation as a community-first club, making the stadium a symbol of regeneration for Liverpool’s waterfront. This opened the door for partners who wanted to be associated not just with sport, but with the city itself.
Why Hill Dickinson?
The eventual outcome surprised some. While many expected a global blue-chip brand from sectors like airlines, banking, or insurance, Everton instead signed with a law firm founded in Liverpool in 1810.
The reasoning, however, was strategic:
- Local roots, global reach: Hill Dickinson employs more than 400 staff in Liverpool but also operates across 12 international offices, aligning with both Everton’s community identity and the Premier League’s global reach.
- Financial strength: The firm posted profits of £57 million in 2024, giving it the means to invest.
- Authentic connection: Sponsorship reinforced Hill Dickinson’s historic ties to the docks — the same site where Everton’s new stadium now stands.
As Elevate’s research showed, brands with a local stake in the Northwest sustained interest far longer than international players without such ties. Data-backed storytelling and a shared narrative around regeneration and community ultimately made Hill Dickinson the strongest fit.
Timing and Strategy
Everton announced the deal in May 2025, three months before the first competitive fixture at the new stadium. This timing was crucial. Experience from Tottenham’s ongoing search for a naming rights partner shows that once a venue becomes colloquially known by its unsponsored name, the value of such deals diminishes.
By launching the identity of the Hill Dickinson Stadium before fans began building new matchday rituals, Everton ensured the name would embed from day one.
Lessons for the Industry
Everton’s achievement makes them one of only six Premier League clubs with a stadium naming rights sponsor. The deal offers key takeaways for other clubs seeking similar success:
- Narrative matters: Positioning the stadium as more than football unlocked new categories of partners.
- Local authenticity, global visibility: A Liverpool-based brand with international reach struck the right balance.
- Timing is critical: Announcing before opening day maximises value and cements the name in fan culture.
- Community as differentiator: Everton’s deep-rooted community work became a unique selling point.
365247 Insight: Stadium naming rights in Europe will always face cultural headwinds, but Everton’s deal shows how a data-driven, story-led strategy can break through. By blending community relevance with global exposure, the Hill Dickinson partnership offers a blueprint for how rights holders can redefine one of sport’s toughest commercial challenges.
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