Real conversations
Real results

Everton FC has been through a tremendous period of change, most noticeably through the move to the magnificent Hill Dickinson Stadium and a turbulent period on and off the pitch, prior to the acquisition of the club by The Friedkin Group and in January 2025, the appointment of David Moyes. In March 2026, Paul Rigby, Chair, Everton FC Fan Advisory Board felt the need to do a deep listening exercise with Everton fans. This is what Paul had to say.

What keeps someone coming back to the same store, week after week? Our conversation with regular grocery shoppers uncovered something quietly powerful, which is often overlooked – environmental consistency. Beyond brand, product, price and promotions, it was the ease of moving through the store – the comforting familiarity of the layout – that built trust and loyalty over time. Watch the clip to see how this small detail is meaningful to a Tesco customer.

What happens when branding doesn’t feel right to the people who matter most, your fans? During our conversation with a number of devoted Everton supporters we explored how merchandising and partner branding affect fan sentiment. Watch as one fan shares a moment when the balance between club and commercial branding just didn’t sit right.