The Hill Dickinson Stadium has opened several doors for Everton in the commercial world.
A golf event is scheduled to take place at the Hill Dickinson Stadium this summer – which has been described as a “unique money maker” for the Toffees.
Everton will also host a game of rugby in weeks to come, the inaugural Nations Championship match between Fiji and England in July.
Another event has now been announced as Everton will be hosting the 2026 Wings for Life World Run.
Financial expert Adam Williams has now told Everton News what this means for the Toffees.
Sunday marks the final home game of the season for Everton! 😳
How have you found the first season at the new home of the Blues? 🏟️
Exclusive: 2026 Wings for Life World Run should bolster Red Bull relationship
The Head of Football Finance and Governance Content for GRV Media said: “First things first, this is a charity initiative raising funds for spinal cord injury research, so we should certainly applaud that before we look at any secondary commercial benefits. That said, Everton have emphasised that this was in collaboration with Red Bull, their energy drink partner, whose founder Dietrich Mateschitz created the event and continues to operate it. So, I think it’s also fair to examine it through a commercial lens too.
“I am very confident that Everton won’t have made any money directly from this event, nor would they have sought to. They are one of the best when it comes to the work that they do in the community and in supporting charitable causes. If there are benefits, it will be more in terms of what they have been able to offer sponsors when they were negotiating their contracts. So, here, Everton will have been able to say to Red Bull before they signed the deal in September 2024: ‘Look, we have this incredible new stadium in the works which you’ll be able to use for your Wings for Life race, which helps both the charity and your profile as a brand.’
“Obviously, you can’t quantify exactly how much that is worth in negotiations, but commercial departments want to be able to offer would-be sponsors as much value as possible, so it is part of a broader picture.
“Everton have been quite sophisticated in the way they have run the commercial department in the run up to and after the move to Hill Dickinson Stadium. They haven’t always taken the biggest cheque on offer; instead, they’re doing things which will grow the club’s commercial income sustainably, which in turn makes it easier to model transfer and wage budgets two or three seasons in advance. I think they’ll be aiming for £100m in commercial income in the next few seasons, which would make them among the biggest earners outside the Big Six. That’s the peer group they want to be in.”
What do you miss most about Goodison Park after months in the Hill Dickinson Stadium? 🥺
The new stadium has surpassed all expectations so far 🔥
Receive a digest of our best Everton content each week direct to your mailbox
