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.
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"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.
