CEO Craig Scott on how Hill Dickinson assessed Everton’s stadium naming rights opportunity

Understanding why sponsors choose stadium naming rights is critical for clubs seeking long-term partners. While headline deal values attract attention, the motivations behind a sponsor’s decision often reveal far more about how naming rights propositions should be shaped and sold.

As part of The Sponsor's recently published report covering the fair market values of 75 major European stadium naming rights, we spoke to Craig Scott, CEO of Hill Dickinson, the naming-rights partner of Everton’s new Hill Dickinson Stadium in Liverpool, to understand what ultimately made the deal compelling from a sponsor’s perspective.