Super League Magic Weekend is heading to Hill Dickinson Stadium for the first time after the success of international rugby league at the ground last November. A record 76,000 people are set to attend Everton’s waterfront home this weekend as rugby league’s summer festival returns to Liverpool.
Record Ticket Sales and High Expectations
Rhodri Jones, managing director of RL Commercial, was always confident that bringing Magic Weekend to Hill Dickinson Stadium was the right decision, but even he has been taken aback by ticket sales. The scale of demand during the priority window marked the biggest pre-sale in the event’s history, surpassing early Magic Weekend 2025 sales by 400%. Jones is now hopeful that as many as 80,000 could end up watching live Betfred Super League action at the home of the Blues.
“With the popularity of the tickets going out of the door, excitement has been building for a good number of months now,” Jones told the ECHO. “We have sold over 76,000 tickets and we are hopeful that we will get to 80,000 by the time we get to the weekend, so it is going to be a fantastic weekend.”
Key Ingredients for Success
Anfield hosted Magic Weekend in 2019, but following the success of the Ashes Test between England and Australia in November, Hill Dickinson Stadium was selected for this year’s event. Jones believes the right ingredients have been combined to make the event successful. “I think it has been a pleasant success, we always knew that Magic Weekend is a popular event for our fans, as has been seen over the last 18 years,” he said. “We know it is popular, but I think we have managed to get the right ingredients this year to make it as successful as it has been and it will be.”
Jones highlighted the role of the stadium itself: “The Hill Dickinson Stadium has played its part in that, having sold the Ashes game back in October/November; I think it has certainly helped that. I think a lot of people missed out on attending that game, so they have secured their tickets early, and I think the whole concept of what Magic Weekend stands for because it isn’t all about on-field action has promoted a lot of people who haven’t been to Magic Weekend before to take an interest.”
A Positive Statement for Rugby League
Jones sees the event as a major opportunity for the sport. “It is quite the statement and a positive statement in that. I think at various times every sport goes through its trials and tribulations and negativity, but I think this is a shining light in terms of us putting ourselves in the shop window as we show what is possible. I think this is a huge opportunity for us to showcase what is brilliant about rugby league and the Super League competition.”
Festival Experience and Derby Matches
Magic Weekend offers a full festival experience, including unreserved seating, a pass-out system to enjoy the Plaza fan zone, entertainment, live music, in-bowl fan games, competitions, and much more - all in a single venue. The line-up of matches will also see a return of three classic derby matches that were played at the first Magic Weekend in Cardiff in 2007.
The 2025 Betfred Super League champions Hull KR will face their fierce local rivals Hull FC in the second of three matches on Saturday before Leigh Leopards vs Warrington Wolves concludes the action. On Sunday, Bradford Bulls will play Leeds Rhinos at Magic Weekend for the first time since 2012, before the weekend ends with the traditional Super League blockbuster between Wigan Warriors and St Helens.
Lessons Learned from Ashes Test
Although the matchday experience received widespread praise following November's Ashes Test, some supporters raised issues after the game. Jones believes both RL Commercial and Everton are now in a better position than they were in November due to the number of events that have taken place at the stadium since. “Through the event planning process, but firstly, the guys at Everton know their operation a lot better now than they did previously back in October, when they had only had five games at home,” he said. “They are better versed in terms of their delivery of events and the city is probably better versed in terms of people coming into the city who don’t normally come in every weekend, so we are confident that we will avoid those issues.”
Jones also noted that the two-day format reduces pressure on infrastructure: “The event is spread across two days as well. Three games on each day, so the pressure on the network or the system is perhaps a little bit less so than one kick off game that we had back in October. But I think that we are all in a better place. And if it is dry and sunny, then people won’t be in a rush to get to and from the venue, and they can enjoy themselves in the city of Liverpool before and after.”
Collaboration with Everton
Everton have played a significant role in promoting the event. Jones praised the club’s involvement: “It has been fantastic dealing with Angus Kinnear and Aaron Duckmanton. They have been fantastic throughout. And the team at the stadium have been excellent as well, whether that be the operational staff or the marketing and comms staff. I think they realise that they can’t just be a football stadium; they realise it needs to be more than just football. Therefore, they work really hard to make the non-football events a success. In terms of Magic Weekend activity around the city, some of that is being done with Everton in the background because they are mindful that they have to support the events that are coming to them. We have a first-class relationship with the stadium from top to bottom.”
