Chelsea offers naming rights to Stamford Bridge
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Premier League side Chelsea is considering selling the naming rights to its Stamford Bridge stadium in a bid to compete financially with Europe’s top sides.
The club says it is looking for a “blue chip” brand for a long-term partnership of up to 10 years.
The plan was announced by recently appointed chief executive Ron Gourlay, who insisted that the Stamford Bridge name will be retained alongside any sponsor’s.
Gourlay, a former Umbro marketing director, says that because of the restrictions in increasing the stadium’s capacity the club needs to be “creative and look at our sponsorship architecture and see if we can create new value and new opportunities that keeps us competitive”.
Possible stadium partners include Samsung, the club’s shirt sponsor and Etihad Airways, Chelsea’s airline partner.
Other Premier League clubs that already have stadium partners include Arsenal, which plays at the Emirates.
The news comes in the same week that Newcastle United announced its home ground will be named after owner Mike Ashley retail chain until the end of the season. The club hopes changing the stadium’s name to sportsdirect.com@St James’ Park will “showcase” it to potential sponsors.
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Readers' comments (4)
Anonymous | Fri, 6 Nov 2009 11:44 am
Wigan Athletics stadium is not called the JJB. Its called the DW stadium after the chairman Dave Whelan.
Other than that its a good article.
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jim | Fri, 6 Nov 2009 11:56 am
dont change the stadiums name, its been in the clubs history for to long. the club are just after money they are a great premiership side already. no need to change!! spurs
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Simon Rines | Fri, 6 Nov 2009 2:36 pm
Research has proved that re-naming an existing stadium does not work. The media refers to the old name and fans often resent the new sponsor. Reports published by International Marketing Reports have shown this to be the case. The idea that Newcastle fans will embrace the name sportsdirect.com@St James is risible. The other big mistake being made at Newcastle is that when you do a naming rights deal, it needs to be long-term. The idea that everyone will call a stadium one name one year and simply switch to another the next is unrealistic. Mike Ashley should look down the road at Middlesborough. The ground became known as the Riverside when it opened. It then sold the naming rights to become the BT Cellnet Riverside, but it was a name that was hardly ever used. The deal was eventually terminated early. It shows the continued immaturity of sports rights holders at a time when sponsors are increasingly savvy. Look how quickly Newcastle's technical sponsor, Adidas, distanced itself from any involvement in the name change. I doubt that any brand with experience of sponsorship will be interested in a naming rights deal at Newcastle, the fans are too passionate and hold the traditions of the club too dear to heart. This is a deal too far and I suspect that Mike Ashley will regret it.
As for Chelsea; the fans might not have quite the same attitudes as at Newcastle, but Stamford Bridge is their 'home' and the club would do well to remember that it is a brand in its own right. Selling naming rights diminishes the overall club branding because it is effectively saying 'our history is for sale to the highest bidder'.
Naming rights in football at least is for new build stadia only. If you don't believe the fans, check the research!
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Angela Walker | Fri, 6 Nov 2009 5:32 pm
I would definitely have preferred the new Arsenal stadium to be called Ashburton Grove or something more appropriate. However, lots of fans do seem to call it 'Emirates' which is a shame. Long live Highbury!
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