Why Hill Dickinson sponsored Everton's new stadium: Peter Jackson on bold marketing bets and lessons from 20 years at the top

Hill Dickinson made headlines earlier this year with one of the boldest law firm marketing moves in recent memory: a multi-million pound deal to put its name on Everton’s new stadium in Liverpool.

In this episode, Peter Jackson - the firm’s long-time managing partner and CEO - takes us inside the decision, what it means for brand recognition, and why giving back to the city was part of the rationale.

Over nearly two decades leading Hill Dickinson, Jackson steered the firm through both rapid growth and tough choices. He recalls the pivotal moment in 2016 when the insurance practice, once a cornerstone of the business, became a drag on profits - and how the bold decision to sell it to Keoghs reshaped the firm’s future. His mantra: be brave, and get your partners onside.

We also explore how Jackson approached culture and values, from rejecting lucrative lateral hires that didn’t fit, to hands-on leadership built around trust and constant communication. For him, sustainable growth always came back to three basics: people, clients and cash.

Finally, Jackson shares his take on the wider market: the rise of external capital in law, the challenges and opportunities it brings, and what he thinks firms often get wrong about private equity investment.

Chapters

00:01 Introduction

01:30 Peter’s Background and Shipping Law

04:13 The World of Superyachts and Monaco Expansion

06:16 Hill Dickinson in the 1980s: From Liverpool Roots to London Growth

09:03 Leadership Challenges and the Keoghs Transaction

12:08 Strategy, Profitability and the Post-2016 Pivot

14:32 Culture and Values: Building a Cohesive Firm

16:09 The Changing Role of Managing Partner

19:06 Hands-On Leadership and Partner Communication

21:18 Talent, Lateral Hires and Protecting Culture

23:18 Defining Star Partners and Building Teams

25:28 The Everton Stadium Deal: Bold Marketing in Law

30:23 Brand Recognition, Recruitment and Giving Back to Liverpool

35:05 External Capital in Law: Opportunities and Risks

43:12 Leadership Lessons: People, Clients, Cash

About Non-Billable

Non-Billable is the media company for modern legal professionals across private practice, in-house and legal tech.

Visit our website: ⁠⁠https://www.nonbillable.co.uk