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Commercial Awareness Compass
The name game: the legal play behind stadium sponsorship deals
Emma Lilley
Published Thu, 03 Jul
A Premier League club naming its new stadium after a law firm probably wasn’t on anyone’s 2025 bingo card. But that’s precisely what Everton has done, signing a multi-million-pound deal with Hill Dickinson to sell the naming rights for their new home. Stadium sponsorships like this aren’t just a splash of branding; they’re long-term commercial marriages, complete with vows on money, exclusivity, and who foots the bill when things go sideways (like a mid-table finish or, worse, relegation).
So, what’s really behind naming rights deals? What risks are both sides taking on? And how do lawyers help structure agreements that can go the distance?
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