In a significant departure from tradition, England's upcoming Nations Championship encounter with Fiji is likely to be staged at Everton's new Hill Dickinson Stadium, rather than the team's customary home ground of Twickenham. This fixture, scheduled for 11 July, represents an away match for England in the tournament's inaugural season, following their opening game against South Africa in Johannesburg.
A Neutral Venue for Financial Gain
The Fiji Rugby Union has actively sought to relocate this match to a neutral venue, with the primary aim of maximising revenue from gate receipts. Originally planned to take place in South Africa before England's subsequent fixture against Argentina, the shift has received approval from key rugby authorities, including World Rugby, the Six Nations, and Sanzaar.
However, a crucial condition has been imposed: the game cannot be held at Twickenham to preserve competitive integrity. This stipulation has opened the door for alternative venues, with Everton's state-of-the-art stadium emerging as the frontrunner.
Why Everton's Stadium Stands Out
Negotiations are currently underway, but Everton's 53,000-capacity Bramley-Moore Dock venue is understood to be the preferred choice for all parties involved. The stadium's availability is a key factor, as other major grounds like Wembley, the Emirates Stadium, and Tottenham Hotspur Stadium are already booked for concerts and events during July.
Neither Manchester United's Old Trafford nor Manchester City's Etihad Stadium have been approached at this stage, further solidifying Everton's position. The club has been proactive in establishing its new home as a versatile multi-sport arena, having recently hosted a sold-out rugby league Ashes Test and scheduled events like the Super League Magic Weekend.
Embracing the Opportunity
The Rugby Football Union (RFU) is reportedly delighted with this unexpected chance to take the national team on the road. England matches away from Twickenham are uncommon, with the last such occurrence being a 2019 World Cup warm-up at Newcastle's St James' Park. The 2015 World Cup pool game against Uruguay at the Etihad Stadium serves as another precedent.
World Rugby's endorsement of the venue change is partly motivated by a desire to support the financial growth of smaller unions like Fiji, coupled with a lack of suitable stadiums in the Pacific nation. The locations for Fiji's other Nations Championship home games against Wales and Scotland this summer remain unconfirmed.
A Boost for Everton's Sporting Profile
Everton's swift move to position Bramley-Moore Dock as a premier multi-sport destination is paying dividends. Beyond rugby, the stadium will host Scotland's international friendly against Ivory Coast in March as part of their World Cup preparations. This diversification underscores the venue's growing reputation and capacity to attract high-profile events.
While Everton and the Six Nations have declined to comment publicly, the potential hosting of this Nations Championship clash marks a notable moment for both English rugby and Merseyside's sporting landscape. It reflects evolving strategies in global rugby to enhance commercial opportunities and engage fans beyond traditional strongholds.
