Why Hill Dickinson Stadium is a perfect fit for Everton

Everton have finally confirmed the naming rights to Bramley Moore Stadium after signing a deal with commercial law firm Hill Dickinson.

While some fans have criticised the club for not signing up a global name for the new stadium, the deal has been described as one of the biggest stadium rights deals in Europe and there is a lot to like about the choice of stadium naming partner.

The rumours before the announcement circled around Qatar Airways, Toyota and our own guess, Lexus. It seemed Everton were set to announce a global brand to appear on the banks of the Mersey as Everton move into the stunning new stadium at Bramley Moore.

Instead the club chose a commercial law firm based in the city and it could be the perfect fit for Everton as they move to a new era.

An article in the Guardian this month gleefully wondered if a new stadium could actually regenerate a city. The article quoted ‘studies’ showing stadiums did not lead to regeneration in areas, but failed to mention every study it linked to was based on stadiums in the US. The US-based author, who couldn’t get the name of Everton stadium architect Dan Meis correct, also bizarrely and incorrectly claimed Everton took government money for Bramley Moore.

While the author of that article desperately clung to the myth of a ‘soulless bowl’ Everton fans know differently.

But what the article did was highlight the problem. Everton can’t win. While one newspaper is sneering at shiny global conglomorates building soulless bowls, the Telegraph was delightedly mocking Everton’s stadium deal with Liverpool-based Hill Dickinson for being unambitious (top tip – when a journalist does not want their name under an article it only means one thing).

The reality is a fine line in between. What Everton have done is signed what it is calling ‘one of the biggest stadium naming deals in Europe’, something new stadiums at Spurs and West Ham failed to do.

They have done this while avoiding predatory gambling websites, oil-backed airlines and crypto scams, all of which seem to have a monopoly on Premier League shirt and stadium naming rights.

Is a generic name like the Etihad or Qatar Airways stadium more valuable to the club? Is using a local firm worth mockery compared to say, the famous Kop being rebuilt complete with the England’s first stadium-based McDonald’s? Is it more embarrassing than one of the biggest clubs in the world begging the government for money while water pours down on fans from a leaking roof? Or should it be lauded for reconnecting with the city’s roots while still securing several million pound in sponsorship?

Hill Dickinson are a perfect fit for Everton. A modern, forward-thinking company with offices in Hong Kong, Monaco and across the UK, it has its roots firmly based in the city. Founded in 1810 on Water Street on the site that later became the home of the famous White Star Line of Titanic fame, Hill Dickinson have been a presence in the city for over 200 years.

Originally a maritime law specialist, the company has represented White Star Line during the Titanic disaster and Cunard during the Luisitania sinking. Cunard, whose three ‘Queens’ visited the city in a spectacular event, are the firm behind one of Liverpool’s Three Graces on the waterfront.

It seems fitting that a company so embedded in Liverpool’s maritime history is now sponsoring the city’s fourth grace at Bramley Moore Dock.

The stadium itself is a monument to the city’s dockland history. From the listed dock wall to the refurbished hydraulic tower, the stadium site is dotted with historical features and nods to the city’s past, where so many major maritime companies have been represented by Hill Dickinson.

Hill Dickinson are now based in St Paul’s Square and were the flagship tennant of the Grade A office development. As mentioned in another post, Liverpool has struggled to both build and fill premium office space in the past decade but Hill Dickinson’s commitment to offices on Old Hall Street is something that bigger, more glamourous firms have failed to do.

Not that Hill Dickinson are small. The firm generated revenue of £145.5m with £41m of profits and £44 paid to shareholders according to their last accounts and that is the seventh consecutive year of growth. While maritime is still a core aspect of their revenue, commercial teams covered £1.8bn of deals across 95 completed transactions.

The firm is a historic giant that is part of the fabric of the city and is now looking to expand, grow and become a global player. There is not a better fit for a football club with similar ambitions.