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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FQ Reinstates WinterFest 2026 at the Sunshine Coast

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Image Credit: Football Queensland

Football Queensland (FQ) has confirmed WinterFest, the state’s premier junior football carnival, will return to the Sunshine Coast from 1 to 5 July 2026; this time at a new home in the University of the Sunshine Coast (USC).

Delivered in partnership with Sunshine Coast Council and Visit Sunshine Coast, the five-day carnival will span USC and Sunshine Coast Wanderers FC, hosting Under 9 to Under 11 Boys and Under 11 Girls teams from every corner of the state.

WinterFest is not simply a competition. Within FQ’s development framework, the carnival serves a dual function, to expose elite junior players to FQ Technical staff, whilst providing emerging referees with live matchday experience under the guidance of senior officials.

“The carnival plays an important role in nurturing not only our most promising young players, who can showcase their abilities in front of FQ Technical staff who continue to monitor their ongoing development, but also our cohort of emerging referees from across Queensland,” said Ryan Fett, FQ General Manager- Football, Infrastructure & Club Development.

The shift to USC is deliberate. FQ has signalled an intention to elevate the event experience year-on-year, and a university campus venue, with its infrastructure and capacity, reflects that ambition more than a traditional football ground would.

Beyond the Pitch

The tournament’s footprint, however, extends well beyond the pitch. With thousands of visiting families descending on the region across five days, WinterFest functions as a significant economic activation for the Sunshine Coast during what is otherwise a quieter winter period.

“WinterFest brings enormous energy to the region, the USC and Buderim fields will be buzzing and the talent on show outstanding,” said Sunshine Coast Resilient Economy Portfolio Councillor Terry Landsberg.

The language- “Resilient Economy”- is worth noting. Landsberg’s portfolio title alone signals how local government now frames junior sport: not as community goodwill, but as economic infrastructure.

His reference to Brisbane 2032 made that explicit. “As we move closer to the Brisbane 2032 Olympic and Paralympic Games, these experiences are invaluable for aspiring athletes and equally important for boosting local tourism and supporting our businesses during the winter period.”

Whether a regional Under 11 carnival genuinely feeds an Olympic pipeline is debatable. What isn’t is that the political incentive to frame it that way, with 2032 drawing every level of government into the orbit of sport, is very real.

Football NSW partners with Deploy for Association Championships

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Image credit: Deploy Football

In an announcement released on Thursday this week, Football NSW revealed Deploy as the Naming Rights Partner of the Football NSW Association Championships.

New competition, new talents

The Association Championships, set to take place in July 2026 at Glen Willow Regional Sports Complex in Mudgee, will replace the former Association Youth League.

Although the tournament has changed name, its purpose remains consistent: giving youth players the platform to showcase their talent on the football pitch.

In a display of unity and collective ambition, 18 Associations across New South Wales will enter representative teams, each one featuring gifted grassroots players looking to prove themselves against their peers.

“The Deploy FNSW Association Championships will provide a fantastic platform for our Associations to come together and celebrate the best of elite community football,” said Football NSW CEO, John Tsatsimas via official press release.

“This tournament is all about giving young players, coaches, and referees from every corner of the state a chance to shine and develop in a competitive, supportive environment.”

The partnership between Deploy and Football NSW, therefore, is not merely about a name alteration. It is a collaboration which presents future grassroots talents with a platform and opportunity to compete.

 

Built on shared values

No partnership can succeed without both parties sharing a common goal or set of values. In this case, the alliance between Football NSW and Deploy is built on a commitment to supporting grassroots football and supplying players with quality resources and experiences to showcase their talent.

“Deploy is proud to partner with Football NSW as the Naming Rights Partner of the Association Championships. Community sport plays a vital role in bringing people together and building future leaders, both on and off the field,” explained Chief Commercial Officer at Deploy, Kurt Johnson.

“As long-time partners with Football NSW, this aligns perfectly with our strategy of creating balls designed for each age and skill level of the game, ranging from junior training balls to professional match balls perfect for the competitive environment like the Association Championships.”

Furthermore, with hundreds of participants including players, referees, coaches and supporters due to attend the tournament, the partnership’s impact will extend right across the state of New South Wales.

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