Everton, from English soccer's top-tier Premier League, has brought in commercial law firm Hill-Dickinson as the inaugural naming rights partner for its new stadium, which the Liverpool club will move into at the start of the 2025-26 season.
The ground, located at Bramley-Moore Dock on the Liverpool waterfront, will be called the Hill Dickinson Stadium, with the firm having its headquarters in the city. It will officially open in August, with a total capacity of 52,888.
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It has been reported by The Telegraph that the tie-up is worth £10 million per year ($13.3 million) – other outlets have ascribed values of £6 million plus add-ons, meanwhile – with Everton having told the BBC Sport outlet that the tie-up represents one of the most lucrative stadium naming rights deals across European soccer. The deal has also been described by Everton as a long-term agreement.
With the new venue costing in the region of £800 million, Everton will welcome the financial boost secured by a lucrative naming rights tie-up. The club's iconic current home until the end of this campaign, Goodison Park, has never had a naming rights sponsor.
From the 2024-25 season's line-up, six Premier League teams (aside from Everton) have stadium naming rights partners – this number includes heavyweight sides such as Manchester City (Etihad) and Arsenal (Emirates), as well as Brighton, Brentford, Bournemouth, and Leicester (who have now been relegated to the second-tier Championship).
In terms of other clubs who are trying to bring such a partner on board, Tottenham Hotspur has been looking for several years, with the club's state-of-the-art new stadium having been opened in 2019. However, no brand has yet matched the club's valuation for these rights, despite the likes of Amazon and Google having reportedly engaged in talks.
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By GlobalDataManchester United, who are planning on building a new ground by 2030, are another team likely to be looking for a significant revenue boost by going down that same avenue.
Angus Kinnear, Everton's newly appointed chief executive, said: "This partnership goes beyond branding – it’s a shared commitment to progress, excellence and the regeneration of our city. Hill Dickinson Stadium will stand as a symbol of Everton’s ambitions, our values, and the global future we are building together."
An exclusive option on the new stadium's naming rights had originally been bought by USM, the holding company of Alisher Usmanov, in 2020, only for Everton to then cut all ties with Usmanov in the wake of the Russian invasion of Ukraine in February 2022. That tie-up reportedly valued the naming rights at £30 million.
Aside from the naming rights element of the commercial deal, Hill Dickinson will also work with Everton in the Community, the club's charity-focused arm.
Everton has been owned by US investment consortium The Friedkin Group since December, when the firm acquired a 94% stake in the club from previous owner Farhad Moshiri.
In terms of other major club partners, Castore has a kit supply contract in place, while Stake.com, the casino and sports betting platform, is the club's front-of-shirt sponsor.
The Stake.com deal is still in place despite the firm having been forced to close its UK business earlier this year, as a result of an inquiry into its advertising activities on social media.
