Our commercial folk have penned a deal to make Heinz our "Official Sauce Supplier"
From the Echo:
Everton and Heinz are forging what the club describe as an exciting new commercial relationship that will see Heinz products integrated into the matchday and event experience at Hill Dickinson Stadium.
Heinz becomes the first ever official sauce supplier of Everton Football Club, with their sauces now available across a wide range of concourses, kiosks, premium bars and restaurants within the Blues’ new waterfront home. Heinz branding will also feature on big screen and LED board inventory during Everton fixtures and major events.
The move reflects Everton’s ambition to curate a best-in-class stadium environment that blends football, food, entertainment and culture, while aligning with globally recognised brands that resonate with supporters and visitors alike.
In addition to Everton fixtures, since opening in August 2025, Hill Dickinson Stadium has already hosted the sell-out Rugby League Ashes between England and Australia and is set to stage a wide range of high-profile sporting and cultural events, Magic WKND, international football such as Ivory Coast v Scotland, and matches as part of UEFA EURO 2028. The club say further major events and announcements are expected to be confirmed in the coming weeks, reinforcing the stadium’s position as one of the UK’s most versatile and forward-looking venues.
I roll my eyes at this stuff, but it all counts and is the way of the modern game. Like it or not.
Estimated Revenue: £500,000 to £1.5 Million Per Year
For a mid-to-high tier partnership that includes stadium-wide product integration (concourses, hospitality, and branding), the annual value typically falls within the low seven figures.
- Official Supplier Status: These are usually "tier 2" or "tier 3" deals. They don't command the £10 million+ per year that the Hill Dickinson stadium naming rights or the Stake (front-of-kit) deals do.
- Asset Value: Heinz isn't just paying for a logo on a screen; they are the "Official Sauce Supplier." This involves a "pouring rights" style agreement where their product is used exclusively across the 52,888-capacity stadium.
- The "New Stadium" Premium: Since the move to the waterfront, Everton's commercial appeal has jumped. Similar deals with Pepsi and Budweiser at the new ground are part of a strategy to bundle high-volume food and beverage brands to drive up commercial revenue toward the £40 million+ annual mark for total sponsorships.
How it Compares
To give you some perspective on where this sits in the club's "wallet": Partnership Type|Partner (Example)|Estimated Annual Value|
Stadium Naming Rights|Hill Dickinson|£10m|
Front of Shirt|Stake / (New 2026 partner|£10m - £13m|
Technical Partner|Castore|£8m - £10m|
Founding/Official Partners|Heinz, Pepsi, Budweiser| £500k - £1.5m|
Why Heinz?For Everton, this is a strategic "low-risk, high-volume" deal. It aligns the club with a massive global brand that has local cultural resonance (the "matchday staple" feel), while helping to offset the massive debt from the stadium construction by stacking multiple smaller, reliable revenue streams.
