Everton’s fans are facing a battering from Liverpool fans on social media after the Toffees announced that their new stadium will be called Hill Dickinson Stadium.
Everton’s men’s team will play its last-ever game at Goodison Park this weekend — although the famous old stadium isn’t being demolished — before moving into a newly constructed 52,888-capacity stadium at Bramley-Moore Dock.
On Friday, the club announced its official naming rights partner for the new stadium, with the long-term agreement between Everton and a Liverpool-based law firm seeing the new arena renamed Hill Dickinson Stadium.
The name of the stadium was roundly mocked on social media. One Liverpool fan wrote: “HAHAHAHAHAHAHA THE HILL DICKINSON. NO TROPHIES FOR 30 YEARS AND THEY ARE MOVING INTO THE HILL DICKINSON AHHAHAHAHAA WHAT A FOOTBALL CLUB.”
Another posted a mock-up legal advertisement, writing: “‘Have you been hurt watching a football team? Suffered a financial loss with endless away day defeats. Promised a trophy but only got a cuckoo clock? Then call Hill Dickinson on 0151 000 1995. No win. No fee. That’s why we’re skint.'”
A third joked: “Everton’s new ground will be named after Hill Dickinson. For those that have never heard of them, they’re a small club in Liverpool.”
Everton said that the partnership “represents one of the largest stadium naming rights deals in Europe.”
Most stadium naming rights deals for top clubs are worth in the region of $10 million per year.
Some clubs, such as Bayer Leverkusen and Barcelona have even more lucrative deals.
Leverkusen’s deal with Bayer AG, the German pharmaceutical company which owns the club, is believed to be worth upwards of $30 million per year, while Barcelona’s deal with Spotify is worth in excess of $20 million per year.
(Image: 2025 Rene Nijhuis/MB Media)
The online reaction to Everton’s new deal wasn’t all negative, with one Everton fan writing: “This Hill Dickinson stadium deal is absolute genius. Not only does it guarantee a huge flow of income for Everton, it also puts a local company, employing local people, on a huge global stage As more wealth flows into Everton, more job opportunities are created for local people.”
Craig Scott, the chief executive officer of Hill Dickinson, said: “To put our name to Everton’s new stadium is a once-in-a-generation opportunity. We believe deeply in what this project stands for – a bold, transformational vision for Liverpool and its future.
“This partnership is about legacy, ambition, and the power of two globally recognised organisations coming together to make a difference.
“As Hill Dickinson continues to grow internationally, we remain proud of our Liverpool roots – and we are honoured to be part of one of the most exciting waterfront developments in Europe.”
