Everton’s new home to be called the Hill Dickinson Stadium

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Image credit: Everton Football Club

Everton Football Club has announced that its new stadium at Bramley-Moore Dock will be named the Hill Dickinson Stadium, following a major naming rights partnership with the Liverpool-based legal firm.

Hill Dickinson, which has its headquarters in the city and was founded in 1810 — 68 years before Everton was established — has secured the naming rights for the impressive waterfront venue.

While the length and financial terms of the deal haven’t been made public, Everton has described the partnership as “one of the largest stadium naming rights deals in Europe,” suggesting it could be worth approximately £10 million (around $20.7 million AUD) annually.

The deal marks a significant milestone in the club’s move to their new $1.65 billion AUD (£800 million) stadium, as they prepare to leave their historic home at Goodison Park at the end of the 2024-25 season.

The club confirmed the agreement with Hill Dickinson is a “long-term” arrangement.

The Hill Dickinson Stadium will boast a 52,888-seat capacity and is scheduled to officially open in August 2025, in time for the 2025-26 Premier League season.

Test events have already begun at the venue, including a youth match between Everton and Wigan’s under-18 sides — the first football fixture ever held at the new ground.

This naming rights deal not only solidifies the stadium’s identity ahead of its debut season but also reflects the club’s ongoing efforts to align with prominent, locally rooted partners as it enters a new era.

Hill Dickinson chief executive officer Craig Scott explained the importance of this naming rights deal for the club and the city of Liverpool.

“To put our name to Everton’s new stadium is a once-in-a-generation opportunity,” Scott said in a press release.

“We believe deeply in what this project stands for – a bold, transformational vision for Liverpool and its future.”

Everton Football Club are still yet to comment officially on the name change.

Whilst the new stadium name is incredibly unpopular amongst the fanbase, the Merseyside club have suffered two separate point deductions and multiple years of financial hardship on and off the pitch which had led to the club making a more financial decision.

As the club heads into next season safely in the Premier League, it has aspirations of using the additional revenue of this stadium and the naming rights deal to once again challenge for the European places, which hasn’t been done in almost a decade.

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Arsenal FC announce Saint Lucia as new destination partner

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Image credit: Saint Lucia Tourism Authority

Starting in the 2026/27 season, the deal will see Saint Lucia become Arsenal‘s Official Destination Partner.

 

Global reach of a football giant

As one of the most popular clubs in the world, Arsenal’s influence expands far beyond the boundaries of North London.

And with its latest partnership, alongside the Saint Lucia Tourism Authority (SLTA), the reigning Premier League champions will help to promote the Caribbean island to the UK market.

Furthermore, the agreement will see additional benefits for both parties, including the development of an Academy Hub in Saint Lucia, brand visibility at the Emirates Stadium for both Premier League and Women’s Super League games, and more.

“We are entering an exciting term as Arsenal’s Official Destination Partner, aligning with a club that has a loyal, global supporter base,” said Saint Lucia’s Minister for Tourism, Commerce, Investment, Creative Industries, Culture and Heritage, Dr. Ernest Hilaire via media release.

A partnership extending from one side of the Atlantic to the other, uniting communities through football.

 

Sport and culture go hand-in-hand

This isn’t the first time, however, that Saint Lucia Tourism Authority has ventured into the commercial world of global sport.

In the past, for example, the organisation built firm relationships with several other iconic outfits including the New York Yankees (baseball), Toronto Raptors (basketball), Toronto Maple Leafs (ice hockey) and Brooklyn Nets (basketball).

But with an iconic club like Arsenal the latest addition to the lost, it further proves that sport, culture and commerce are by no means seperate entities.

In fact, in a deal such as this, all three can grow and thrive.

Arsenal are one of several clubs to establish ties with tourism boards and destination groups across the world. Notable partnerships include:

  • Manchester City and Visit Abu Dhabi
  • Fulham FC and Visit Mongolia
  • Manchester United and Visit Malta

Exposure for international tourism boards at Premier League grounds holds immense economic potential, thus a key aim in the alliance between Saint Lucia and Arsenal is to drive the island’s economy through tourism.

Football Victoria elevates fan enjoyment with Streets partnership

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Image credit: Prostock-studio / Shutterstock.com

Football Victoria (FV) revealed last week a new partnership with ice cream giants, Streets. The brand will become an exclusive ice cream partner for the next three years.

 

An iconic brand for joyful experiences

As a well-known and popular ice cream brand with people all around the nation, Streets will now look to support the fan experience in Victoria through its products.

It reflects FV’s commitment to delivering a family-friendly and memorable experience for spectators. Both on and off the pitch, the organisation is striving to elevate the experience for fans and families alike.

“Football Victoria is always looking for ways to elevate the experience at The Home of The Matildas, and this partnership does exactly that,” explained FV Executive Manager of Commercial and Facilities, Chris Speldewinde.

“It’s a fantastic fit for our community and we’re looking forward to what the next three years will bring.”

Furthermore, Senior Brand Manager at Streets, Ryan Katz, emphasised the brand’s role in community sport and in creating memories beyond the action on the pitch.

“Streets is proud to join Football Victoria as its exclusive ice cream partner,” Katz said.

“There’s nothing better than enjoying a great game with a classic ice cream in-hand, and we’re excited to be part of those moments across the state.”

 

Understanding community football

Community football is all about these moments. Sunny days, the family together, and a sweet treat in-hand while supporting a local team alongside friends and neighbours.

This is why a partnership between FV and Streets is particularly important.

Not for its commercial value, but for what it tells us about both parties’ understanding of what matters to fans. From young fans to experienced matchday-goers, everyone wants to find enjoyment while watching the game.

And while the 90 minutes of action is the focus, the experience of a local matchday is truly defined by interactions with fellow supporters and smaller – but no less significant – moments of happiness during the day.

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