Everton FC’s historic decision to establish Goodison Park as the permanent home venue for its women’s team could mark a watershed moment for women’s football.
Announced on May 13, the decision follows a strategic review of the Goodison Legacy project by The Friedkin Group (TFG), Everton’s new ownership group. Once the men’s side relocates to Bramley-Moore Dock later this year, Everton Women will move in.
Claire Smillie, Owner and Founder of g6 Global Sports Business Consultancy and a former professional footballer, told Insider Sport the decision sets a new precedent for how women’s teams are treated within top-flight clubs.
“It shows Everton aren’t just ticking a box, they’re setting a new standard,” Smillie said.
“Giving the women’s team a permanent home at Goodison puts them on the same platform as the men’s side and tells fans, sponsors, and the wider game that women’s football deserves a main stage presence.”
With Goodison’s capacity of nearly 39,000, the move makes it the largest permanent stadium in the Barclays Women’s Super League (WSL), a shift Smillie believes can drive real commercial momentum.
“The potential is massive. Playing at Goodison opens up everything from bigger matchday revenue to more attractive sponsorship deals. Brands want to be part of something with visibility, values, and momentum – this ticks all three,” she explained.
“Whether it’s family-friendly packages, stadium activations, or community-led campaigns, there’s real room to grow. More fans in the stadium means more income from tickets, hospitality, merchandise, and beyond.”
“For Everton, it’s not just about supporting the women’s team – it’s a smart, strategic move that strengthens the entire club’s commercial future.”
Goodison’s legacy secured
The legacy project, launched in 2020, aimed to define Goodison Park’s future, with many men’s supporters reluctant to say goodbye to the iconic ground. It will remain a beacon of sport and culture in Liverpool through the women’s team.
“We know how treasured Goodison is, not only to every Evertonian, but to the game itself,” said Angus Kinnear, CEO of Everton.
“From next season, we are proud to say our women will have an unrivalled permanent home in the WSL – another statement of intent as we look to build the foundations that will help us challenge for trophies.”
In addition to Everton Women, the stadium will host selected Academy matches and expand Everton in the Community’s L4 campus.
Club captain Megan Finnigan described the move as a “testament to where the women’s game is right now and, more importantly, where it is heading.”
“Goodison is a magical stadium with a deep heritage,” she said. “The prospect of what Everton Women can become with such an iconic ground to call our home is hugely exciting.”