Pepsi MAX Named Founding Partner of Hill Dickinson Stadium

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Image credit: JSvideos / Shutterstock.com

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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Shepparton Cup – Victoria’s biggest junior football tournament – set for 2026 edition

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Image Credits: Shepparton Cup

Victoria’s largest junior football tournament is set to kick off in style as the Shepparton Cup returns for 2026. With age groups from under-sevens through to under-17s, the Shepparton Cup welcomes players of all genders and abilities as the perfect way to end the 2026 club season.

The tournament kicks off on the 23rd of October with an Olympic-style opening ceremony. The 2025 edition saw 385 teams and 4,600 players take to the pitch across both Liga and Copa Divisions. The Liga Division is for grassroots teams of all abilities who want a fun competitive experience; the Liga Division is for NPL and state league teams who will compete in a competitive carnival.

Rolando Navas, Managing Director of Sports Group Melbourne, says the tournament is not only beneficial for young players but also for the community of Shepparton.

“The Shepparton Cup is a great opportunity for families and the wider Shepparton community to embrace the regional community and provide a platform for young players to participate and experience a competitive and fun three day festival of football.”

The 2026 Shepparton Cup will be held from 23rd to 25th October 2026 at Shepparton Sports City. For more information about the Shepparton Cup, click the link here.

Australian Sports Group reveals ambitious blueprint for Canberra United

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Image Credits: Canberra United

New Canberra United owners, Australian Sports Group, have outlined an ambitious investment blueprint for the future of the club.

The plans centre around strengthening the club’s foundations, establishing elite academy pathways, and the introduction of an A-League Men’s team. More broadly, it aims to create a stronger football ecosystem that connects players, clubs and communities across the Australian Capital Territory.

A key pillar of the strategy is the development of an elite academy. The proposed pathways will create opportunities for emerging talent to progress towards professional football, strengthening the connection between grassroots participation and the elite game. The academy would form an important foundation for the proposed A-League Men’s team. ASG are targeting an entry into the Men’s competition from 2028/29, pending required process.

The introduction of a men’s team would expand the club’s professional offering and create additional opportunities for players, coaches and football staff. It would also give local talent a clearer pathway towards senior football without having to leave the region.

Infrastructure investment is another central component of the blueprint. The group plans to improve football facilities and secure a long-term home for the club. These developments would support the women’s program while laying the groundwork for future expansion.

The strategy also prioritises stronger engagement across the ACT football community. The ownership group plans to work with local stakeholders and government to align the club’s growth with broader priorities for sport and community development.

The immediate focus remains on stabilising the women’s program and building the structures needed for long-term success. This approach provides a foundation for the club to expand its operations while maintaining its existing identity and community connections.

The investment blueprint signals a broader ambition for Canberra United. By combining elite player development, improved infrastructure and the potential introduction of a men’s team, the group aims to establish a sustainable professional football model for the capital. The vision positions Canberra United as a platform for growth across the region, with a pathway to connect grassroots participation, academy development and professional competition.

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