Everton’s move to Hill Dickinson Stadium is already beginning to unlock major opportunities away from the pitch.
The club’s new home is quickly establishing itself as a multi-purpose venue capable of generating significant commercial income.
With a landmark non-football event now confirmed, Everton could soon be closing in on a financial milestone rarely reached outside the Premier League’s established elite.
Everton set for major commercial income as it continues to host major events
Hill Dickinson Stadium has been confirmed as the host venue for a historic Nations Championship rugby clash between Fiji and England, which Chief Executive Officer Angus Kinnear has labelled a “landmark international occasion.”
Speaking about the wider significance of the match, finance expert Adam Williams explained to Everton.News that while the Toffees' matchday income from football is relatively straightforward to project at around £45m per season, the real financial upside comes from naming rights, retail activity and non-football events.
By comparison, Tottenham Hotspur generated around £55m from hosting non-football events in a single financial year, although their pricing power and volume of events are higher.
Williams noted that Everton’s earnings will also depend on how agreements are structured, including rental fees, ticket revenue splits and outsourced catering arrangements.
Taken together, he expects the Merseyside outfit to see an eight-figure revenue impact from non-football events alone in the short term, with total commercial income potentially hitting £100m relatively soon – a level previously achieved outside the ‘Big Six’ only by Newcastle United.
FGG says: Hill Dickinson Stadium commercial growth will eventually aid Everton on the pitch
This announcement underlines why Hill Dickinson Stadium is so important to Everton’s long-term ambitions.
Diversifying income streams reduces reliance on football alone and will give the club greater financial stability in the long run.
Crucially, higher turnover will matter even more under the Premier League’s incoming Squad Cost Ratio rules, which focus on revenue rather than overall costs.
If the Friedkin Group reinvests this growing commercial income smartly, then Everton have a genuine opportunity to bridge the gap to clubs like Newcastle and Aston Villa, turning off-field growth into progress on the pitch.