Budweiser Brewing Group has confirmed it will be a founding partner for Everton’s new Hill Dickinson Stadium.
The move is a coup for the club, which was expected to partner with AB Inbev, Bud’s group owner, but has also secured extra commercial revenue by signing it up as a founding partner.
The move means Budweiser will be the flagship beer of the new stadium but also makes it likely that we will see Corona, Stella and Camden on tap in terms of lager options. Other alcohol choices and a soft drinks partner will be announced later.
Budweiser is no stranger to partnerships with stadia in the UK. It supplies ‘frictionless’ and ‘self service’ beer for the likes of Wembley, the O2 and the upcoming World Cup in the US, where it will deliver massive fan parks and experiences.
There may be another reason why Budweiser are keen to throw some money towards Everton and it is all because of a clever design feature at Hill Dickinson Stadium.
When Dan Meis put forward his vision for the the new home of Everton he had a clever brainwave. The vast fan plaza overlooked by the East Stand is going to be a money-spinner for the club like nothing seen before in the Premier League.
The fan plaza is not just a place to meet before matches. It is a standalone 17,000 capacity venue that will host 15 events throughout the year, raising money for the club even when the team is not playing at home.
Hidden away in the planning documents are plans for Bramley Moore Dock to become one of the city’s biggest and best outdoor venues and it seems Budweiser has now become the main sponsor for the space.
Music and cultural events drive significantly more revenue than football due to food and drinks sales and it is clear Budweiser has its eyes on the potential of the space outside the stadium.
The clever design means the Dock Wall provides a natural barrier to any event, while food and drink facilities will already be available due to the match day plans. The stadium can even be opened to those outside to use the toilet facilities.
For an event organiser it is a dream. There is no need to bring in much fencing, food and drink stalls, or portable toilets. It is a ready made space and should attract the pick of the music festivals, exhibitions and events the city has to offer.
The lack of residential buildings nearby means 15 events a year is achievable on top of the four-plus major music concerts that will be able to host 45,000-55,000 inside the stadium itself.
The dock itself has already hosted Creamfields and Sound City festivals before its transformation into the home of Everton. Then is was a basic dock with very little infrastructure. Now it is a world class outdoor venue that will transform the city’s event offering.
Fans may bemoan Budweiser as a choice of beer at the new stadium due to personal taste but this is no Chang or Carling deal. The US giant is not just supplying beer to the stadium, it is buying in to Everton in the same way it does with the England national side and the FIFA World Cup.
If Christopher Ward, Castore and Hill Dickinson are welcome founding partners thanks to their strong ties to the club and city, this is a global deal with a mega brand that marks a new era for Everton commercially – and Budweiser has already hinted at why it chose to get on board.
The press release says: “As official beer of FIFA World Cup and England National teams, Budweiser has become synonymous with unforgettable sporting moments and world-leading drinks experiences. They are taking this understanding of football to help Everton to shape fan-first destinations within the stadium, including the 17,000-capacity Plaza – a vibrant gathering point before and after matches – and Dixie’s Sports Bar, a bold and atmospheric space located along Village Street.”
Budweiser will help to fund and transform the space into a unique venue not just for fans on match day but for events all year round, further cementing Everton as the city’s premier place for music, sport and business events.
Fans might not like the taste of Budweiser but what the deal represents for the club and its ongoing financial situation will help the deal taste a bit sweeter.