The Hill Dickinson Stadium could’ve actually been called something completely different if Everton’s talks had reached an agreement with another major company.
Everton’s 52,000-seater ground was initially called the Bramley-Moore Dock Stadium before commercial law firm Hill Dickinson secured the rights.
Hill Dickinson are paying around £6m-a-year to have their brand plastered around the stadium, so it’s certainly a helpful boost from a PSR perspective.
Although, the Hill Dickinson Stadium may have been known very differently as the Friedkin Group were in talks over a £200m deal.
Everton's Hill Dickinson Stadium.
Photo by Robbie Jay Barratt – AMA/Getty Images
Everton’s Hill Dickinson Stadium could have been called Qatar Airways Stadium
According to the Daily Mail, Farhad Moshiri actually held talks with Qatar Airways over a mega-money stadium naming rights deal.
It was suggested that the deal could be worth up to £200m across a 15-20 year period, and when the Friedkin’s completed their takeover, that speculation only intensified.
The Everton owners already had a good relationship with the prestigious airline, as they were the front-of-shirt sponsors for AS Roma.
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But, for whatever reason, that deal collapsed and the rights went to the Merseyside-based Hill Dickinson law firm.
Some Everton fans didn’t like the new stadium name initially, but many were pleased to support a local business.
Angus Kinnear said Hill Dickinson naming rights deal went beyond just branding
Everton CEO Angus Kinnear explained that the partnership with Hill Dickinson went far beyond just branding, so they were delighted to get the deal over the line.
“Welcoming Hill Dickinson as our naming rights partner is a bold and strategic step forward,” Kinnear said in a statement.
“This partnership goes beyond branding — it’s a shared commitment to progress, excellence, and the regeneration of our city. The Hill Dickinson Stadium will stand as a symbol of Everton’s ambitions, our values, and the global future we are building together.”
Craig Scott, CEO 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.”
The Hill Dickinson has already become synonymous with Everton, and it seems to have grown on a lot of supporters.
Everton will have to change the stadium name for the European Championships in 2028, but that will only be for an eight-week period.