Adam Williams – Head of Football Finance and Governance Content for GRV Media – has now shared comments with TBR Football that Everton could now pose a serious threat to Liverpool in regards to revenue generated from non-football events.
Fenway Sports Group have prioritised high-profile concerts in recent years as another revenue stream, with appearances by Taylor Swift, The Rolling Stones, and Dua Lipa among others earning the club millions.
Liverpool scooped the Best Sports Licensed Property award, beating the likes of Arsenal and Manchester City, as well as the NFL and Formula One.
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Indeed, TBR Football projects the Reds to record north of £700 million in revenue for the 2024/25 financial year.
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And following the announcement on Liverpool’s official website, My Chemical Romance will be the latest act to perform at Anfield and are scheduled for a performance on 30 June 2026.
However, John Henry will soon face fierce competition to attract the biggest artists in the world to Anfield, with The Friedkin Group proceeding with plans to maximise revenue at the Hill Dickinson Stadium.
Exclusive: Everton hold the advantage over Liverpool for future commercial deals
While Liverpool have embraced the digital age and are one of the most followed sports institutions across the globe on social media, there are limitations to the avenues through which FSG can pursue non-football income.
Tottenham Hotspur have laid the blueprint on how best to maximise commercial revenue via non-football events, with Spurs’ lucrative partnership with the NFL yielding significant profit.
However, with Anfield based in the heart of a residential area, among other logistical issues, the Reds must remain within their means outside of football, and with Everton’s brand new Bramley-Moore Dock stadium up and running, football finance expert Williams has revealed how this could raise significant complications for FSG.
Williams states: “Like every club with any sense, Liverpool are looking to maximise the use of their stadium. There’s no point in having this gigantic asset there if you’re only going to use it 20-30 times per year. FSG have spent nine figures redeveloping Anfield partly for this reason.
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“I’ve seen some research that suggests Spurs generated £55m from non-football events in the last financial year. There are overheads to cover there too, of course, but the value of having a multi-use stadium is enormous. Liverpool have a similar-sized stadium and have the benefit of being in a metropolitan area where many international artists will want to come and play.
“The downside for them is that Everton have a stadium that was purpose-built for non-football events, so it is going to be a battle between those two in terms of who gets the big gigs.
“In terms of events like the NFL, Spurs’ stadium is built to the league’s spec. I don’t think either of the Merseyside stadiums can meet that spec. Man United, when they build their new stadium, will presumably be the home of the NFL in the North when they expand the number of international events. Clearly, Birmingham City, with their new stadium plans and the Tom Brady connection, will play a part too.
“In terms of the profit Liverpool make from one gig, I believe we’re probably talking £1-3m depending on the act in question. It also depends on the nature of the agreement. Usually, promoters will pay a rental fee, but it can also be a cut of ticket sales too. Then the club can charge for catering, etc, on top of that. There are a lot of different ways it can be structured.
“I’ve also been told previously that Liverpool will one day look to increase the number of non-football events the council allow them to host annually. It’s six at the moment. Everton have the advantage as it stands because their new stadium is in a much less residential area, with fewer risks of noise complaints and so on. They’ll have to be creative when it comes to sweating the asset, therefore.”
The Friedkin Group are aiming to maximise Everton’s revenue
Everton are set to earn “tens of millions” as Dan Friedkin presses ahead with his plans to host non-football events at the Hill Dickinson Stadium.
At Goodison Park, the Blues were earning less than £1m for each home match in comparison to the £4m being earned across Stanley Park.
Now, Everton will not face the same restrictions currently burdening their Merseyside neighbours, and the scenic waterfront location could prove to be a more attractive venue for artists.
The area surrounding the Hill Dickinson Stadium has undergone significant refurbishment in preparation for its unveiling in August, with several pubs, bars, and entertainment venues opening, and with Anfield located in the heart of the area’s residential housing, FSG may soon face an uphill battle to convince the world’s best artists to play in their stadium.