Beyond the name. Hill Dickinson activates season two

When Hill Dickinson’s name went up on Everton’s new stadium at Bramley-Moore Dock, ahead of the start of the 2025/26 season, it wasn’t just a badge on a building. It was the largest strategic play a UK law firm had made in football to date – and a deliberate answer to a problem every large firm shares: in a crowded legal market, it’s genuinely hard for one firm to stand out from another. This was a chance to do something distinctive instead.

A year into the partnership, that distinctiveness is moving from name to substance. Hill Dickinson is now activating the brand with confidence across the stadium fans actually experience: pitch perimeter advertising, matchday programme placements, a targeted e-DM campaign, branded footballs, and more – all designed to put the firm’s name in front of tens of thousands of fans and connect it to something more useful than a logo – what the firm actually does for its clients.

It’s a natural next step for a firm with deep roots in Liverpool – Hill Dickinson was founded in the city in 1810 and, like Everton, has been part of its story for generations. That shared heritage, paired with the UK’s Premier League’s global television audience, is already translating into results, with international awareness of the firm rising noticeably in markets including the US and Asia since the deal began.

For Living, this is exactly the work we do best: helping ambitious brands turn a landmark moment into sustained commercial advantage, through the kind of confident, joined-up activation that gets a brand noticed on a Saturday afternoon and remembered on a Monday morning.

Is your law firm ready to elevate its brand?

Speak to one of our team: Duncan Shaw in New York, Greg Hobden in London or Aliena Lai in Hong Kong to discover how we can strengthen your firm's brand, sharpen its positioning and raise its profile.