How Hill Dickinson’s Everton stadium gamble redefined law’s marketing playbook

Hill Dickinson is a rare law firm to gain cut through on the terraces, but its unusual approach to marketing is paying off, writes Maria Ward-Brennan It’s rare to hear a law firm’s name come up in chat among football fans, but Hill Dickinson s was dropped while I was standing in the home end at West Ham. Since the firm made its bold entry into the sports sector last year, its brand recognition has soared across the UK, showing that marketing matters in a growing, competitive market. At the time, the firm s strategic move raised a few eyebrows, as traditional legal firms have long played it safe when it comes to marketing. But one year on, the plan to build brand awareness seems to be paying off: recent figures show turnover rose 18 per cent over the last year. Last year, Hill Dickinson signed a stadium naming-rights deal worth around £10m per year to name Everton s new waterfront stadium at the start of this Premier League season. It is not abnormal to have a stadium named aft