England: Everton under fire after announcing new Bramley-Moore Dock Stadium name

19.05.2025 15:38 source: StadiumDB.com; author: Miguel Ciołczyk Garcia

After months of searching, The Toffees have found a naming rights sponsor for their new stadium at Bramley-Moore Dock. It turned out to be... a local company with a 215-year history. However, many supporters expressed disappointment with the name, calling for a boycott.

"Global vision, local pride"

Hill Dickinson Stadium. That is the name of Everton's new stadium as the club announced on Friday the new naming rights sponsor: Hill Dickinson LLP. Names such as Qatar Airways, JP Morgan and USM rang out during the several-years-long search, but The Toffees found a partner just 1,500 metres from their new home.

Founded in 1810, Hill Dickinson specialises in commercial law and has offices in Monaco, Greece, Singapore or Hong Kong, but has been continuously headquartered in Liverpool for 215 years. Global vision, local pride is the slogan announcing the new partnership.

Everton stresses that the two companies share ambition and legacy. The club's CEO Angus Kinnear sees the decision as a bold and strategic step forward. In contrast, CEO of Hill Dickinson Craig Scott, said it was a once-in-a-generation opportunity.

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Fans protest against the new name

However, not everyone appreciated the choice of sponsor. The vast majority of comments expressed disappointment. No chance fans call it this. Bramley-Moore is the real name, says one supporter. Please rename it the HD Arena, asks another.

Some, however, appreciate that a local law firm, rather than a foreign corporation, has become the sponsor. I love the name. It’s a proper old fashioned English name. None of that Etihad, Emirates, wrote one social media user.

While Everton have not given details of the deal, club officials have previously spoken of a contract that would run at least 10 years. The most commonly quoted amount for stadium naming rights is €10 million per year.