Pepsi MAX Named Founding Partner of Hill Dickinson Stadium

Everton FC has confirmed Pepsi MAX  as the Founding Partner of Hill Dickinson Stadium in a five-year partnership.

The strategic deal establishes Pepsi MAX as the club’s Official Soft Drink Supplier, permitting PepsiCo products to be stocked in the various retail points of the stadium, as well as company branding on venue assets like LED boards and digital menus.

Pepsi MAX and PepsiCo have a long history in sports sponsorships around the world, with an estimated AUD 460.99 million spent on sponsorships in the United States in 2023.

Last year, PepsiCo signed a 10-year agreement with the UEFA Champions League, incorporating the brand’s involvement in event sponsorships, advertisement, and culinary promotions using PepsiCo products.

The Hill Dickinson Stadium opened its doors at the start of the season after four years of construction, costing approximately AUD 1.44 million to build in the location of Bramley-Moore Dock in Liverpool, adjacent of the River Mersey.

The stadium is named after the Liverpool-based law firm of the same name who are rumoured to be paying AUD 18 million per year for 10 years after Everton employed US-based sales agency, Elevate, to oversee the sponsor naming rights.

Chief Partnership Officer at Everton, Mark Rollings mentioned teaming up with the globally renowned organisation is a huge endorsement for the stadium and home of Everton FC.

“Pepsi MAX is a brand recognised and enjoyed by millions of people around the world, and we are excited to work with them to enhance the matchday experience for our fans and bring fresh energy to our new stadium,” he said via Club Statement.

UK Head of Sports Partnership at Pepsi Co, John Savage said the momentum of the football club within Hill Dickinson Stadium has been inspiring.

“This partnership with Everton Football Club’s stadium marks a moment of continued commitment in elevating the fan experience in football,” he said via Club Statement.

“We look forward to seeing the vibrant atmosphere our collaboration will bring to Hill Dickinson Stadium, creating some unforgettable moments for supporters and building on the Club’s rich heritage.”

Hill Dickinson Stadium is set to be one of the 10 stadiums to host the UEFA Euro 2028.

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Football Australia Expands Mental Skills Program for Match Officials Amid Sustained Focus on Referee Retention

Football Australia has confirmed a second national webinar for match officials, led by sports psychologist Dr Liam Slack, extending a referee development series introduced after strong engagement with an initial session on managing match-day pressure.

The upcoming session, themed “parking with purpose,” will focus on decision-making strategies designed to help referees process on-field calls and reset attention quickly across a match that can present hundreds of individual decisions. Dr Slack, who also consults with The Football Association and the AFC Referee Academy and previously spent over a decade as a performance psychologist with the Professional Game Match Officials Limited in England, brings substantial elite-level experience to a program open to officials at every level, from grassroots to professional.

The theme builds on work Dr Slack has already delivered within Australian officiating. He recently led a session with Football Australia’s National Referee Academy on the same concept, framing the ability to consciously park a decision and refocus on the next phase of play as a trainable skill rather than an innate trait, one that separates officials who reset quickly under pressure from those who don’t. He has also addressed more than 100 Football Australia elite match officials and staff on developing a stronger match-day mentality, an indication of how embedded this psychological framework has become across the officiating pathway rather than remaining a one-off intervention.

The expansion of the webinar series reflects a broader shift in how football administrators are approaching referee attrition. Rather than treating retention purely as a recruitment or pay problem, the program signals an institutional acknowledgment that the psychological demands of officiating, particularly the compounding pressure of split-second decisions under public scrutiny, are a material factor in whether officials remain in the game.

It rests alongside other measures adopted across Australian football in recent years, including visible identification programs for junior referees and structural reviews of referee departments at state federation level, all aimed at the same underlying issue: a shrinking pool of match officials relative to demand.

Football Australia has not detailed metrics for assessing the program’s impact on referee numbers, though the recurring engagement of an internationally credentialed specialist across multiple tiers of the officiating pathway suggests sustained institutional investment in the approach.

Arsenal FC announce Saint Lucia as new destination partner

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.

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