Football clubs these days look for ways to improve their revenue, and one such way is using their infrastructure for non-football purposes.
Everton have jumped on the trend, as they have officially made moves to increase their use of their Hill Dickinson Stadium for music concerts, according to Liverpool Echo.
The Toffees aim to host top-tier global touring acts and have requested approval from Liverpool City Council to host eight non-sporting events per year, double their current allowance.
They aim to boost non-matchday commercial revenue while also adding to the appeal of Liverpool, which has been designated as a UNESCO City of Music.
Everton Seek Approval to Double Non-Sporting Events at Hill Dickinson Stadium
Everton left Goodison Park for Hill Dickinson Stadium last summer, with the waterfront venue providing a modern alternative to their historic former home.
Five years ago, however, the club received permission to stage a maximum of four full-capacity, non-sporting events at their new home each year.
Now settled into their new home, the club, through CBRE Limited, are pushing to increase that limit to eight events per year.
The increase could allow Everton to attract lucrative tours that may previously have bypassed the city because of venue constraints.
What Everton's Plans Mean for Concert Curfews and Local Residents
Hosting more non-sporting events, particularly music concerts, could raise concerns over noise and late-night transport without appropriate regulations.
To address those concerns, the application outlines strict operating cut-off times designed to limit the impact on the local community.
Under the proposal, only two of the eight events would be allowed to finish at 11:30pm, with the remaining six ending 30 minutes earlier at 11pm.
CBRE has said these measures would help balance the interests of nearby residents with Liverpool's status as a major music city.
Why Concerts Could Boost Everton's Non-Matchday Revenue
Modern football economics increasingly encourages stadiums to generate revenue beyond matchdays.
Modern stadiums can operate as year-round entertainment venues, with concerts providing a major opportunity to increase non-matchday revenue.
The opportunity is particularly valuable during the off-season, when football-related income is reduced and stadiums can otherwise remain underused.
Wembley Stadium and Tottenham Hotspur Stadium in London, along with the Johan Cruyff ArenA in Amsterdam and the Santiago Bernabeu in Madrid, demonstrate how major venues can generate income throughout the year.
Unlocking millions of pounds in additional non-matchday revenue could significantly strengthen Everton's commercial position.
Additional revenue could also give Everton greater flexibility to support long-term investment in the squad within the Premier League's financial rules.
