The Hill Dickinson Stadium will be financially transformative for Everton, but it may be several years until the full impact is revealed.
For one, fans won’t be able to view the accounts for 2025-26 until spring 2027. And while some information will almost certainly emerge before then, it is that point at which balance between increased matchday and commercial income and interest costs and other expenses becomes clear.
Farhad Moshiri, the man who, for all his faults as Everton owner, had the vision to kickstart the club’s move to Bramley Moore Dock, has previously forecasted that ticketing alone will be worth about £44m to the Toffees this season.
The naming rights deal with Hill Dickinson is, Everton News understands, worth about £6.5m per season, rising to £7.5m towards the end of the long-term deal. Slightly less than the £10m often quoted in the press, but a significant sponsorship uplift all the same.
Everton v Fulham - Premier League
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The new founder partners – Pepsi MAX, Budweiser, Christopher Ward, Seat Unique and Aramark – are also understood to have signed seven-figure deals to be associated with the stadium, while Castore’s reported £20m-a-year deal is significantly more valuable than its predecessor thanks to the club’s new digs.
Everton’s anxieties about Profit and Sustainability Rules (PSR) meanwhile were soothed as soon as they stepped over the threshold.
And though by no means do they have carte blanche to spend whatever they please, the promise of extra revenue means Dan Friedkin and his team on Merseyside have been able to loosen the purse strings considerably.
New SCR rules state that the overall squad costs from the 2026-27 campaign will have to be limited to 85% of a club’s revenue, although teams competing in Europe will have to adhere to UEFA’s maximum of 70%. Squad costs comprise player and manager wages, transfer fees and agents’ fees 💷
Premier League Chief Executive Richard Masters Media Briefing
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Significantly, the new Squad Cost Ratio (SCR) system set to be introduced by the Premier League from next season will, by virtue of being calculated based on revenue rather than bottom line, give clubs with high ceilings like Everton the license to spend more. In the long run, at least.
But as Everton, who have enjoyed a solid start to 2025-26 in David Moyes’ first full season back steering the ship, aim upwards towards and look to eventually disrupt the established order of the so-called ‘Big Six’, the challenge will be balancing the drive for more revenue with the interests of bedrock fans.
Premier League to smash £1bn matchday income barrier
In 2023-24, the last season for which a full data set is available, Premier League clubs earned £955m in total matchday income. Everton’s income through the turnstiles? £17m.
Admittedly, the division is very top heavy in this department, with the two Manchester clubs, Liverpool, Arsenal, Tottenham and Chelsea accounting for £633m of that combined figure.
However, the fact that Everton’s – one of the best known and well-followed clubs in the country – was 14th in the matchday income table hammers home the financial imperative to move to the Hill Dickinson Stadium.
The club’s ticketing income has gone backwards since 2013. Adjusting for inflation, the difference is even more stark, seeing Everton lose about £7m in real terms relative to a decade ago up until the last season at Goodison.
Chart showing Everton's matchday income plotted against inflation
Everton matchday income, inflation-adjusted Credit: Adam Williams/Everton News/GRV Media
Everton’s new stadium, plus the return of two big matchday income generators in Leeds United and Sunderland, means that the Premier League will become the first league in the world to surpass the £1bn threshold in 2025-26. They may even have got there in 2024-25, though we won’t know until the spring.
Matchday income was once the ugly duckling of the three revenue streams – matchday, commercial, media – but it has been resurgent in recent years.
Everton FAB urge Premier League to freeze ticket prices
Ticket prices are increasing, faster than inflation in most cases.
Everton have hiked prices in recent years, and a more sophisticated price-point system at the Hill Dickinson Stadium will significantly increase the yield per fan through the gate and dwell time at the ground. The plan to redevelop nearby Nelson Dock will be lucrative as well.
Nelson Dock, next door to Everton's Hill Dickinson Stadium at Bramley Moore Dock
Nelson Dock, next door to Bramley Moore Dock Credit: Paul Ellis/AFP/Getty Images
American-style hospitality packages and ‘experiences’ pay well, too. The most expensive booth at Everton will set you back £50,000.
Inherent in this model is the risk that ordinary fans will not only be priced out but also feel culturally separated from their club.
Everton, to their credit, have managed the transition to the new stadium well, but the Fan Advisory Board (FAB) and Everton Fans Forum are determined to keep them honest.
They are two of the 100 signatories of a letter sent to the Premier League this week demanding a two-year freeze on ticket prices.
Everton fans, are Hill Dickinson Stadium ticket prices out of control?
As well as a moratorium on price rises for 2026-27 and 2027-28, the letter from the Football Supporters’ Association calls for clubs to share ‘clear and transparent ticketing data’ with fans and use the two-year period to create ‘proper dialogue structures’ on the issue.
The FSA cite soaring transfer and wage spending, the league’s record-breaking TV deal and the brand benefits of noisy, engaged fans at games in its reasons for the request.
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