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Everton fans accept naming rights sale

Everton’s new Bramley Dock stadium is to be named after legal eagles Hill Dickinson.

Though it may now boast 11 offices worldwide, Hill Dickinson was founded in Liverpool back in 1810 — predating Everton by 68 years. Originally specialising in maritime law, it prospered on the city’s docks.

Naming rights deals are nothing new. Six Premier League clubs have them, including Arsenal (The Emirates) and Manchester City (The Etihad). Tottenham Hotspur have been searching for a title partner since opening their new stadium in 2019.

Internationally, some of the sport’s most iconic grounds have seen their names changed — from Barcelona’s Spotify Camp Nou to Bayern Munich’s Allianz Arena.

That is not to say they are always popular. Newcastle United fans were furious when former owner Mike Ashley branded St James’ Park as the Sports Direct Arena in 2011. Former England World Cup-winning head coach Clive Woodward accused the Rugby Football Union of “selling its soul” after the board renamed Twickenham Stadium the Allianz Stadium.

But having received points deductions in two of the past three seasons for breaching profit and sustainability regulations, Everton know the importance of generating income.  They say it “represents one of the largest stadium naming rights deals in Europe”, reportedly worth up to £10million ($13.4m) per season. That represents over five per cent of last season’s revenue.

Some fans are unahppy, but in general, the predominant mood among fans is rationalisation — that this is the sport’s reality, that Everton could have done worse, and that Hill Dickinson bring their own benefits.

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