The ‘significant’ benefit Everton will get from Hill Dickinson Stadium hosting Euro 2028 matches

Everton’s stunning new Hill Dickinson Stadium will take centre stage at Euro 2028, with the venue chosen as one of the tournament’s official hosts. 

The club plans to expand its capacity from 52,000 to 57,000 before the European Championship kicks off, and this will mark another major milestone in Everton’s transformation.

While hosting games will drastically boost the club’s immediate finances, the long-term marketing and branding benefits are expected to be substantial. 

The visibility gained from millions of global viewers could strengthen Everton’s profile far beyond the Premier League.

Brand and exposure benefits

UEFA regulations mean the Hill Dickinson Stadium will temporarily be renamed, most likely to “Everton Stadium”, for the tournament. 

Despite this, finance expert Adam Williams says the brand will gain “significant indirect exposure” during the global broadcasts of the tournament.

While speaking to Everton News, Williams noted that having the Everton name attached to the stadium during high-profile matches will amplify its reach worldwide.

It also mirrors Tottenham’s approach, who have enjoyed similar exposure while delaying a naming rights deal for the same reason.

Such exposure will build trust with sponsors and investors, giving Everton a valuable marketing platform. 

Financial and legacy impact of the move

Financially, the gains from hosting Euro 2028 will be modest, as UEFA retains most commercial rights, including gate receipts, catering, and in-stadium advertising, leaving Everton with only a small rental payment. 

Still, experts believe the exposure will indirectly support Everton’s broader commercial ambitions. The Friedkin Group, new owners of the club, expect the stadium to generate up to £40 million annually, supported by new events and partnerships.

Like Goodison Park’s 1966 World Cup history, the Hill Dickinson’s role in hosting continental football will deepen emotional and cultural connections between the club, the fans, and the city.

FGG Says

Everton’s Euro 2028 inclusion is a symbolic moment, as it is about elevating the club’s brand, projecting a modern image, and embedding the Hill Dickinson Stadium in football’s global conversation.

While the financial impact is limited, the long-term value in exposure, prestige, and legacy is immense. This opportunity allows Everton to announce their arrival among Europe’s elite on the global football landscape.