Everton have secured the rights to hold the 2027 Magic Weekend just hours before the 2026 event takes place at the Hill Dickinson Stadium.
The Friedkin Group have already witnessed just how important securing revenue from non-football events is proving in the Premier League.
Tottenham Hotspur’s eye-catching spending in this summer’s transfer market comes as a result of their ability to squeeze every penny out of their north London home.
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? 🏟️
It has to be said that Everton have certainly done well to utilise the Hill Dickinson Stadium in the opening year since its opening.
Securing the Magic Weekend for consecutive years is a major breakthrough on Merseyside.
Why the Rugby League are handing Everton the 2027 Magic Weekend
The Guardian have revealed the news that Everton’s Hill Dickinson Stadium will host back-to-back Magic Weekends.
Tens of thousands of fans will attend this year’s Magic Weekend on the Liverpool docks this weekend.
Everton broke ticket sales records for this year’s Magic Weekend, which has certainly caught the attention of those at the top of the Rugby League head office.
More than 80,000 fans will visit Everton’s new stadium this weekend, which is 10,000 more than Newcastle’s St. James Park ever achieved.
What event would you like to see held at the Hill Dickinson Stadium next? 🎸
Can you imagine how good a concert would be there!
“It’s blown us away a little bit,” said Rhodri Jones, the managing director of RL Commercial.
“We knew Everton would be popular, we saw that from the Ashes, but the derbies format coming back has whetted the appetite and timing has helped with it being away from our other events too.”
Everton beat Newcastle to host the 2026 Magic Weekend following years of the event being held on Tyneside.
Why hosting the Magic Weekend again is so important for Everton
Securing the 2026 Magic Weekend was one thing, but adding next year’s event to the diary is even more impressive.
Everton need to profit from their new stadium and boost their revenue streams to compete in the transfer market against the Big Six.
The fact that the Hill Dickinson Stadium is retaining events such as this goes to show just how positively the new home of the Blues is being viewed externally.
It would be quite easy for events such as this to be attracted to the shiny new Everton stadium, but being able to bring them back next year shows there is more than just a novelty factor to the new venue on Merseyside.
Everton will eventually face competition against Manchester United’s new stadium, but it is apparent there is solid work going into establishing themselves in the market.
Tottenham have clearly got a stronghold on the non-football events sector, but Everton are trying to do the same in the north.
Everton have promised to reinvest their non-football earnings back into the club, which provides a positive outlook for the coming years when future events are already being pencilled in.
The proof will be in the pudding this weekend as thousands of rugby fans descend on the Hill Dickinson Stadium, but the Blues are clearly doing something right off the pitch in the commercial department.
Receive a digest of our best Everton content each week direct to your mailbox
