In a significant departure from tradition, England are set to face Fiji in the Nations Championship on 11 July at a neutral venue, with Everton's Hill Dickinson Stadium emerging as the frontrunner to host this high-profile rugby union clash.
Neutral Venue Strategy to Boost Revenue
The fixture, originally scheduled as an away game for England in South Africa, has been relocated at the request of the Fiji Rugby Union. This move aims to maximise crowd receipts by selecting a neutral ground, rather than using England's home stadium at Twickenham. World Rugby, along with the Six Nations and Sanzaar, have approved the switch, provided it does not compromise the integrity of the competition by being held at Twickenham.
Everton's Stadium Gains Momentum as Multi-Sport Hub
Everton's new 53,000-capacity stadium at Bramley-Moore Dock has quickly established itself as a premier venue for various sports since its opening this season. Recent events include a sell-out rugby league Ashes Test between England and Australia in November, and plans for the Super League's Magic Weekend in July. Additionally, Scotland have announced it as the location for an international friendly against Ivory Coast on 31 March, further solidifying its reputation.
Negotiations are ongoing, but Everton's stadium is understood to be the preferred choice for all parties involved. Other potential venues, such as Wembley, the Emirates Stadium, and Tottenham Hotspur Stadium, are unavailable due to pre-booked gigs in July, while Manchester United and City have not been approached.
Rare Opportunity for England on the Road
The Rugby Football Union is privately delighted by this unexpected chance to take the national team on the road, as England matches away from Twickenham are relatively uncommon. The last such instance was in 2019, when a World Cup warm-up match was held at Newcastle's St James' Park, and in 2015, a pool game against Uruguay took place at the Etihad Stadium.
World Rugby's decision to sanction the venue change is partly driven by a lack of suitable facilities in Fiji and a broader goal to support the financial growth of smaller unions. The locations for Fiji's other Nations Championship home games against Wales and Scotland this summer remain unannounced.
Both Everton and the Six Nations have declined to comment on the ongoing discussions, but the move highlights a strategic shift in rugby union scheduling to enhance commercial opportunities and fan engagement.
