Everton Football Club is turning its new Hill Dickinson Stadium into a revenue-generating hub for player transfers through summer events.
Chief Marketing and Digital Officer Andy Duckmanton explained the strategy in an interview on BBC Radio Merseyside.
"We wanted to build a world-class venue and with a world-class venue comes the ability to programme it for 365 days of the year," Duckmanton said.
He emphasized that while summer activities are secondary to on-pitch performance, they remain highly important for the organization.
"What we do in the summer is secondary to what we do on the football pitch but there is a huge importance as to how we programme events," Duckmanton added.
Key Events at the Stadium
One major event is an international women's soccer match: the England Lionesses will face Ukraine in a World Cup qualifier on Tuesday, June 9, 2026.
Duckmanton noted a commitment from the FA to bring national teams outside London, with the Lionesses playing 50% of their games away from Wembley.
"When we discussed bringing a fixture here, we both pinpointed the Ukraine game. We wanted to make it a statement, a qualifier before the tournament," he said.
The match is a collaboration between the FA and the club, with over 100 former Everton and England players expected to attend.
"The spectacle we're going to put together for the stadium, the FA, and women's football is something really special," Duckmanton said.
Additionally, the venue will host public screenings of the men's World Cup, taking advantage of evening broadcast times in the United States.
"The timings are unique this year with it being in the US in the evenings.
We thought the best thing would be to open a space and let people experience it together," he said.
The club expects over 400 Evertonians each night to watch England matches, with plans to go all the way to the final.
Financial Impact and Identity
Duckmanton confirmed that all income from third-party bookings directly supports the sporting department's budget under Sustainability and Systemic Resilience rules.
"We are governed by stringent rules in terms of SER and what we can spend on players based on revenue.
The job of me and the team is to support the playing staff," he said.
Everton is following successful models from clubs like West Ham, Tottenham, and Arsenal, which have increased revenues through non-football events.
"World class stadium, world class events which bring in world class revenues," Duckmanton said.
He stressed that the club is sharing its facility, not becoming a venue for hire, ensuring Everton's values remain prominent.
"We don't want to lose our identity by being a venue for hire.
We are Everton Football Club sharing our stadium with the rest of the world," he said.
