Article Taxonomy: Naming Rights

Why was the Chevrolet United deal so big?

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Simon Hines, the editor of Sponsorship Today, assesses the recent sponsorship deal between Chevrolet and Manchester United:

So why has the new deal broken previous records by such a high margin?  The first point to look at is the starting date. By the time the sponsorship starts in earnest in 2014, it will have been four years since the Aon deal was signed, so it is not an overnight doubling. Rights values for major properties are now growing at a rate well ahead of inflation.

Naming rights plan upsets Toon Army

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Newcastle United owner Mike Ashley has upset the Toon Army by reviving plans to sell off the naming rights of St James’ Park.  Part of the scheme involves erecting giant advertising hoardings which would dominate the skyline at the stadium and this step requires planning permission from Newcastle Council.   This has enabled the Football Supporters’ Federation to mobilise opposition to the plan.

It’s the Evo-Stik league

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The Northern Premier League have signed a three-year deal with adhesive manufacturers Evo-Stik.  For 16 years the competition was known as the Unibond League, a long time for one competition sponsor to stay in place.  Now Unibond have been replaced by their business rivals.   The deal is worth six figures per season and clubs can expect a generous increase on their existing payments.  Evo-Stik are also going to invest money into facilities and community initiatives.

Npower is new Football League sponsor

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Npower is to be the new sponsor of the Football League when Coca-Cola’s contract finishes at the end of the season.   The deal is worth £21m over three years.   Apparently the Football League turned down a better offer from a gambling company as they thought it would not be appropriate.  Gambling is, however, a legal activity and engaged in by many football fans.  But perhaps the energy company’s name fits, suggesting power but of an uncertain quantity which perhaps is typical of players at that level.

Scottish FA To Veto Meerkats

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The Scottish Football Association is likely to veto the re-naming of Stirling Albion as Stirling Albion Meerkats. The cash strapped club which is £1.5m in debt and has survived two winding up orders has been in discussion with Compare the Market.com famous for their meerkat adverts. The supporters trust wants to buy the club and sell its naming rights for £50,000 a year. However, the proposal is not ‘simples‘ as far as the SFA is concerned.

Clubs Line Up For Naming Right Deals

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Fans at Newcastle United protested today outside and inside the ground at the re-naming of the stadium as sportsdirect.com@St. James’ Park. However, a number of clubs are hoping to secure lucrative naming deals. Chelsea has said that it will consider selling the naming rights to Stamford Bridge with a hoped for fee of £10m per season. Tottenham take the view that their plans to build a new stadium which will not be White Hart Lane gives them an advantage in the naming rights race. However, Aston Villa have ruled any such move out.