Everton Opens Hill Dickinson Stadium with Pepsi MAX as Founding Partner.

Roger Hampel

Image: Everton Football Club

Everton Football Club marked the official opening of Hill Dickinson Stadium with two significant milestones: the confirmation of Pepsi MAX as a Founding Partner and a 2-0 victory over Brighton & Hove Albion in the first competitive match at the new venue.

Pepsi MAX Partnership Everton Pepsi Max

Everton announced a five-year agreement with Pepsi MAX, naming the soft drink brand as the club’s Official Soft Drink Supplier. As part of the partnership, Pepsi MAX branding will feature across digital boards, retail outlets, and concourse menus at Hill Dickinson Stadium. Products from the PepsiCo portfolio will be available throughout the venue.

The sponsorship secures Pepsi MAX’s role as one of the first major commercial partners associated with the stadium, which is expected to play a central role in Everton’s long-term commercial strategy.

Opening Match and Stadium Debut

The stadium, which holds 52,769 spectators, hosted its first official fixture with Everton defeating Brighton 2-0. Goals from Iliman Ndiaye and James Garner, both assisted by Jack Grealish, gave the home side a winning start. Jordan Pickford’s penalty save preserved the clean sheet in front of a capacity crowd.

The event also coincided with the 133rd anniversary of Goodison Park’s opening, linking Everton’s history with the beginning of a new era.

Commercial and Strategic Context

Hill Dickinson Stadium is positioned as a multi-purpose commercial venue, designed to increase matchday revenues, expand hospitality opportunities, and attract additional partnerships. Founding Partner agreements such as the Pepsi MAX deal underline the club’s intent to secure long-term revenue streams and strengthen its sponsorship portfolio.

For PepsiCo, the collaboration offers visibility within a Premier League environment, access to Everton’s fanbase, and alignment with one of the league’s newest and most high-profile stadiums.

Key Quotes

Mark Rollings, Chief Partnerships Officer at Everton:

“We are delighted to welcome Pepsi MAX as a Founding Partner of Hill Dickinson Stadium. To partner with such a globally renowned organisation is a huge endorsement of our new home and reflects the scale of opportunity that the stadium represents.”

John Savage, UK Head of Sports Partnerships at PepsiCo:

“The momentum and passion surrounding Everton’s new Hill Dickinson Stadium has been inspiring, and we’re incredibly proud to be a founding partner at the very beginning of the journey. This partnership with Everton marks a moment of continued commitment in elevating the fan experience in football.”