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New York Times
20-05-2025
- Business
- New York Times
Goodbye Goodison, hello ‘Hickory Dickory Dock'? Everton fans battle with Hill Dickinson stadium name
Sunday was Anne and John's final time watching Everton. 'We're hanging up our scarves,' they said, sitting shoulder to shoulder, basking in the late morning sun that rises above the Gwladys Street End. John attended his first game at Goodison Park 60 years ago, a 5-1 win against Sheffield Wednesday. In their eighties, they will not be following the club to their new home at Bramley-Moore Dock. Advertisement The stands are too steep for Anne, and besides, the drive to Liverpool feels longer every week. Goodison is done, and so are they. 'Things move on,' said John. 'We're excited for the Bramley-Moore — it just won't be with us.' Will they be calling it the new name? 'We're just going to ignore that,' they reply. 'Who's come up with the Hickory Dickory Dock?' On Friday evening, less than 48 hours before their final Premier League game at Goodison, Everton announced they had struck a 'long-term' naming rights agreement for their new ground with law firm Hill Dickinson. 'Welcoming Hill Dickinson as our naming rights partner is a bold and strategic step forward,' said the incoming CEO, Angus Kinnear. 'This partnership goes beyond branding – it's a shared commitment to progress, excellence and the regeneration of our city. Hill Dickinson Stadium will stand as a symbol of Everton's ambitions, our values, and the global future we are building together.' 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. 'It brings together two Liverpool institutions, united by a global outlook, a deep commitment to the city of Liverpool, and a shared history that dates back to the very founding of Everton in 1878,' an Everton statement added. 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. Advertisement 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. Goodison may still have had one game left to host, but changes were being made to reflect Hill Dickinson's importance even before kick-off. Behind the rostrum where manager David Moyes was to give his post-match press conference, an Everton staff member was rushing to erect new branding with the law firm's name. At half-time of the 2-0 win over Southampton, the PA system reiterated Friday evening's announcement — Everton were thrilled to announce their new ground would be known as the Hill Dickinson Stadium. Inside Goodison, the quiet murmur that met that announcement was indicative of a wider mood. Later, during post-match festivities, a group of fans react to the same message by shouting: 'The Bramley-Moore!' 'I'm not keen at all,' Phil, an Everton fan from north Wales, told The Athletic pre-match. 'It's awful. I like the name Bramley-Moore Dock, or even if they called it just plain Everton Stadium. 'Obviously it's because of the money issue. But it would have been better if they'd had a poll where Everton fans could pick from maybe three or four names, with the offers attached. But this is a bit sad.' Thirty metres down Bullens Road, Terry agrees. 'It's just the way the modern world is these days, isn't it?' he says. 'It'll be prone to taking the mickey out of, I would imagine — being shortened to Hill Dick. 'I'm surprised with the way it's come out with the Friedkin Group, because there's been a lack of communication. They're keeping Goodison for the ladies, fair enough, I don't mind that. But then to announce the new name of the ground just before this final game at Goodison? They'd have been better off leaving it until the season had finished.' Others are apathetic. 'Honestly, if it's got an Everton badge on it, I don't care what they call it,' says one. But in general, the predominant mood is rationalisation — that this is the sport's reality, that Everton could have done worse, and that Hill Dickinson bring their own benefits. Stuart is at Goodison with his daughter, Caroline, and is clearly an Everton expert. 'Did you know that it is the same distance from Prince Rupert's Tower to the new stadium as it is to Goodison Park?' is one of his opening gambits. Advertisement Asked about the Hill Dickinson name, Stuart is relaxed. 'I'm fine with it, because it's an old, established Liverpool company,' he says. 'They've been going for 200 years, and have links with one of our really old chairmen from the St Domingo days. 'And it's one of the most valuable in Europe. Barcelona have the most valuable — that's worth something like £25m each season — and nobody calls it the Spotify Camp Nou, do they?' The history Stuart references goes back to former Everton executive Will Cuff, the club's secretary from 1892 to 1918, and then chairman from 1921 to 1938. In that period, Everton won their second league title and first two FA Cups — but most significantly, Cuff was the man who signed all-time leading scorer Dixie Dean. But the link to Hill Dickinson? Cuff founded Cuff Roberts, another solicitors' firm, in 1894. Cuff Roberts eventually merged with another company (Halliwells), before being taken over by Hill Dickinson in 2010. For some supporters, this is effectively sponsorship from one of their most significant former director's companies. For others, the finances are the key consideration. 'Having a stadium sponsor is a necessary fact of modern football, so 'officially' naming it Bramley-Moore Dock Stadium, Dixie Stadium or anything else unsponsored would be throwing money away and we can't afford to do that,' Nik R wrote on The Athletic's discussion with Everton supporters. 'Surely fans understand that. 'Holding out for an unreasonable figure is daft — it hasn't done Spurs much good. They'll struggle to get a better deal now, so we've done the right thing by finding a sponsor early and at what looks like a competitive rate. Plus they are local — I like that; and I'm told they have decent values — I like that too.' Good company, good deal, bad name is the consensus. Most fans accept two out of three. But does the Hill Dickinson name actually matter? Back on the Gwladys Street, a family stop to chat. Advertisement 'We recognise Dickinson Hill,' says Steven Baker, with his son David and daughter Ashley. 'They've helped pay for it, and the new ground is fantastic. It's on the banks of the royal blue Mersey, the stands are incredible and you can see it from miles away. 'But everyone will continue to call it the Bramley-Moore. And if we want something else? We'll remember a legend — and call it the Hill Dixie.'
Daily Mail
18-05-2025
- Business
- Daily Mail
Emotional Everton fan brings his father's ASHES to Goodison Park for club's final game at legendary stadium
An Everton fan made a touching gesture to his late father as he attended the team's final ever game at Goodison Park. From next season, Goodison will become the permanent ground for Everton's women's team, as the men's side move across to their newly built Hill Dickinson Stadium on Bramley-Moore Dock. Goodison has been their home for the last 133 years and the Premier league clash with Southampton was always going to be an emotional one. And one supporter made sure his dad was a part of it in some way as he brought his ashes to the match. 'it was only right, my dad brought me to my first game at Goodison that I should bring him to the last,' the fan named Barry wrote alongside a picture of a small bag containing the ashes at a pub earlier in the day. The post quickly garnered thousands of likes as viewers showed their messages of support. The midday kick-off against Saints will be emotional, with dozens of former Everton players invited back for the occasion and fans set to line the streets to greet the team coach. Everton come into Sunday's game 13th in the table, while their opponents have long been relegated and sit last. After 30 years without silverware, Everton hope to flourish in their new ground at Bramley-Moore dock. The 52,888-seater location will be known as the Hill Dickinson Stadium in a multi-year naming rights deal that will secure the club a healthy sum of money. Hill Dickinson is a commercial law firm spanning 11 offices which was founded in 1810. The Toffees announced the news on Friday evening, writing in a statement: 'Everton Football Club is proud to announce Hill Dickinson as the official naming rights partner for the Club's new stadium at Bramley-Moore Dock, in a long-term agreement that will see the iconic venue named Hill Dickinson Stadium. 'This transformational partnership represents one of the largest stadium naming rights deals in Europe. It brings together two Liverpool institutions, united by a global outlook, a deep commitment to the city of Liverpool, and a shared history that dates back to the very founding of Everton in 1878. 'Founded in 1810, Hill Dickinson is a commercial law firm spanning 11 offices across the UK, Europe and Asia. Hill Dickinson's international growth has been underpinned by the hallmarks that also define Everton – with both organisations striving for excellence, supporting their local communities and delivering long-term positive impacts. 'Set to officially open in August this year, the 52,888-capacity Hill Dickinson Stadium will be a new home for Evertonians and a year-round destination for major sport, music, entertainment, business and cultural events. 'As the centrepiece of the wider regeneration of North Liverpool, Hill Dickinson Stadium will deliver thousands of jobs, attract significant inward investment, and serve as a catalyst for long-term social and economic growth in the city.'
New York Times
17-05-2025
- Business
- New York Times
Everton fans: What do you think about the naming of Hill Dickinson Stadium?
On Friday, Everton announced law firm Hill Dickinson as the naming rights partner for their new stadium at Bramley-Moore Dock. The new 52,888 capacity venue, which will replace Goodison Park as the men's team's home from next season, will be known as the Hill Dickinson Stadium. Founded in 1810, Hill Dickinson is an international commercial law firm with 11 offices across the UK, Europe and Asia, the club say. But what do you think about the club's decision? Discuss below… The Athletic UK Staff
RNZ News
16-05-2025
- Sport
- RNZ News
Everton's last Goodison game will be emotional, says Moyes
Everton players take part in a minute of applause at Goodison Park before the kick off in memory of former player Jimmy Husband. Photo: photosport Everton's final game at Goodison Park will be a poignant occasion, manager David Moyes said as the club bid farewell to the stadium they have called home for 133 years, but he wants his players to focus on beating Southampton. Everton host already-relegated Saints in their 2,789th game at 'The Grand Old Lady', which has been their home since 1892, before they make the move to Bramley-Moore Dock next season. "I think all the Evertonians have been waiting for this moment for quite some time now. The new stadium is something everybody has been looking forward to," Moyes told reporters ahead of Sunday's Premier League game. "It will be a sad and emotional day, but I've got to keep the players focused on the game." The club announced the new 52,888-capacity stadium, which will open in August, would be named Hill Dickinson Stadium after the British commercial law firm became the official naming rights partner. Since he walked through the doors at Goodison Park when he was appointed in 2002 for his first spell in charge, Moyes developed a mid-table club into an underdog side that often challenged the elite, giving the fans many fond memories to look back on. West Ham manager David Moyes. 2024. Photo: PHOTOSPORT But the Scot said there are other people who are "a bit more wise and knowledgeable" about Everton and Goodison Park than he was. "There is some great history, great stories, great managers and great players who have all been here. I'm just the one who's going to shut the door on the way out," added the 62-year-old, who returned to the club in January following a 12-year absence. "It will be sad, but we are moving into something that is going to give us a bigger and better future." When asked about his favourite Goodison Park highlight, the 62-year-old said it was his arrival in March 2002. "The first day and coming onto the pitch against Fulham is probably it for me because that was the start," he said. "There were question marks over how long it would last, but I had really good people who let me get on with my job and gave me everything I needed. "That is the moment I remember out of everything." - Reuters
Yahoo
16-05-2025
- Business
- Yahoo
Everton takes a battering from Liverpool fans as new stadium is renamed
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." READ MORE: Liverpool transfer news LIVE: Jeremie Frimpong close, Florian Wirtz move, Arne Slot press conference READ MORE: Bayern Munich executive makes Liverpool transfer claim as he discusses Florian Wirtz's future 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. 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."
