Everton Turn £750m Stadium Into Golf Course During The Open Championship

Everton will transform their £750m Hill Dickinson Stadium into a four-day golf driving range during The Open Championship in July, becoming the first European football venue to host Upper Deck Golf's innovative stadium golf experience.

The pioneering commercial move sees the Toffees join elite American venues like Yankee Stadium and Dodger Stadium in hosting the concept, with golf fans able to tee off from the stands onto custom greens laid across the pitch from 16-19 July.

Everton's £750m Stadium Becomes Europe's First Golf-Football Hybrid

Upper Deck Golf will install tee boxes high in the stands of Hill Dickinson Stadium, with participants hitting shots onto temporary greens positioned on the pitch below. The timing coincides perfectly with The Open Championship at Royal Birkdale, just miles from Everton's waterfront home.

A Four-Day Golfing Spectacle

The event runs from 7am to 9pm daily across all four days of The Open, with two-player booking slots available. Large screens throughout the stadium will broadcast live coverage of the championship, creating a unique dual-viewing experience.

We've always said we want the stadium to be more than just a matchday venue, and events like this show how we can use the space in new and innovative ways, attract different audiences and keep it active all year round.

Aaron Duckmanton, Everton's Chief Revenue Officer, positioned the move as part of the club's broader stadium strategy. The venue will feature music, food and drinks alongside the golfing activities, creating what Duckmanton describes as a "clubhouse-style atmosphere".

Following American Stadium Pioneers

Upper Deck Golf has previously transformed Wrigley Field, Yankee Stadium and Dodger Stadium into temporary driving ranges. Everton becomes their first European partner, marking a significant expansion of the concept beyond North American sports venues.

The club will provide golf clubs at each hitting location, removing equipment barriers for casual participants. With Everton fan and local golfer Tommy Fleetwood among The Open competitors, the crossover between football and golf cultures could prove particularly resonant.

How Upper Deck Golf Could Transform Premier League Stadium Economics

Everton's £750m stadium investment represents one of the most expensive football venue projects in British history. The Upper Deck Golf partnership demonstrates how clubs must innovate to justify such massive construction costs through year-round revenue generation.

Beyond Traditional Stadium Events

Hill Dickinson Stadium has already diversified beyond football in its first year, hosting:

• England v Australia rugby league Ashes Test (November 2025)
• Fiji v England rugby union international (scheduled for 11 July 2026)
• The Open Championship golf experience (16-19 July 2026)

This aggressive events calendar contrasts sharply with traditional Premier League stadium usage, where venues often sit empty for 340+ days annually. The 52,769-capacity ground's waterfront location and modern facilities make it particularly attractive for non-football events.

Setting New Revenue Benchmarks

While specific financial terms remain undisclosed, Upper Deck Golf events at major US venues typically generate substantial revenue through ticket sales, corporate hospitality and merchandise. For context, similar stadium golf experiences in America charge $50-150 per session, with premium packages reaching higher price points.

The four-day format during The Open's peak viewership period maximises earning potential. With sessions running 14 hours daily, the stadium could accommodate thousands of participants across the event.

What This Means for Everton's Commercial Future and Other Clubs

Currently sitting 8th in the Premier League, just one point behind Chelsea, Everton's on-pitch performance has matched their off-pitch ambition in their new home's debut season. The Upper Deck Golf partnership signals broader commercial confidence in the venue's potential.

A Template for Stadium Innovation

Premier League clubs watching Everton's experiment will note several factors:

• Minimal pitch damage risk with temporary greens and controlled usage
• Revenue generation during football's off-season
• Appeal to non-football audiences and tourists
• Enhanced stadium brand value through association with premium events

The success of this venture could prompt similar innovations at other modern stadiums. Tottenham's multi-use venue has shown appetite for NFL games and concerts, while Manchester City and Arsenal possess facilities capable of hosting comparable experiences.

Commercial Pressure Intensifies

With Financial Fair Play regulations limiting spending, maximising stadium revenue becomes increasingly critical. Everton's bold move reflects this reality, transforming their biggest asset into a year-round commercial engine rather than a matchday-only venue.

The timing proves particularly shrewd given the Merseyside derby against Liverpool this Sunday. Success on the pitch combined with innovative commercial strategies positions Everton as a club matching their historic ambitions with modern business acumen.

What Happens Next

Bookings for the Upper Deck Golf experience open through Everton's official channels, with strong demand expected given The Open's proximity and the novelty factor. The club faces a crucial test in executing this ambitious project while maintaining pitch quality for the following season.

Success could establish Hill Dickinson Stadium as a blueprint for stadium versatility, potentially attracting other innovative partnerships. For Everton, proving they can generate significant non-matchday revenue validates their enormous stadium investment and strengthens their position in an increasingly competitive commercial landscape.