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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Community consultation opens for Ashburton’s Warner Reserve pavilion upgrade

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Image Credit: City of Boroondara

Community consultation has opened on the proposed redevelopment of the Warner Reserve pavilion in Ashburton. Early planning is underway to modernise the facility and improve amenities for local sporting clubs and community users.

The city of Boroondara has received $80,000 in Victorian Government funding to prepare concept designs. They will undertake community consultation as part of planning for the proposed upgrade.

While construction is currently scheduled for the 2032-33 financial year, the project could be brought forward if additional funding is secured.

The proposed redevelopment would see existing pavilion replaced with a modern facility better positioned to service the reserve. Plans include two new changerooms with toilets and showers, a multipurpose community space with a kitchen and canteen, a first aid room, umpire facilities, an externally accessible public toilet and a covered spectator viewing area.

The proposed new look pavilion at Warner Reserve. Image Credit: City of Boroondara

The concept also allows for the future addition of two extra changerooms, should participation levels continue to grow.

As part of the proposal, the existing playground would be relocated to improve visibility and open space within the reserve. Six trees identified for removal would also be replaced with new plantings elsewhere in Warner Reserve.

Residents, sporting clubs and reserve users are encouraged to provide feedback on the proposal before consultation closes on 15 September. Feedback will help refine the concept design before the project progresses to future planning and funding stages.

If delivered, the redevelopment is expected to improve facilities for local sporting clubs and community groups while providing more inclusive amenities to support growing participation across community sport.

SBS confirms exclusive Australian rights to 2030 FIFA World Cup

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Editorial credit: kovop

SBS has officially secured the exclusive Australian broadcast rights to the 2030 FIFA World Cup, meaning Australians will again be able to watch all 104 matches of the tournament live and free. The network will carry the tournament across television, video and radio and, as with 2026, all games will be streamed via SBS On Demand. 

The agreement was confirmed on 1 September, and will see the long-running partnership between the broadcaster and FIFA extend to 44 years. SBS first broadcast the World Cup 1986, when Argentina won the tournament in Mexico.

SBS Managing Director Jane Palfreyman said the World Cup remained central to the broadcaster’s role in Australian football, bringing Australians together across cultures, languages and communities.

The new deal follows a strong 2026 edition. More than 18 million Australians watched the coverage, while SBS also recorded more than 209 million hours of consumption across its World Cup content. Approximately 55 per cent of this consumption came via digital platforms. SBS offered full matches alongside shorter ‘mini match’ recaps through SBS On Demand.

First reporting that SBS and FIFA had extended their partnership emerged in July, although had remained unconfirmed until this point.

The latest announcement confirms that reporting. The earlier report also highlighted the importance of the deal for Australian football fans. SBS would retain a free-to-air pathway to every World Cup match. The deal also gives certainty around one of the biggest sporting properties in the world. This is particularly relevant as FIFA and its president Gianni Infantino come under increased pressure.

The 2022 edition saw FIFA increase its valuation over broadcast rights, with key markets such as China having a price tag of $349 million ($250 million USD) from the governing body. For Australian football, the significance goes beyond the tournament itself.

The World Cup remains one of the sport’s biggest drivers of mainstream attention. Keeping every match live and free gives Australian fans continued access to the competition without a subscription barrier.

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