Fans of Merthyr Town FC are going to have get used to calling their club ground the Cigg-e Stadium. The non-league team has just signed a sponsorship deal with the brand of electronic cigarettes, which will run for the next three seasons.
Some have raised eyebrows at the name change, but it’s not the first such relationship to be struck in UK football. E-Lites has just become the official partner of Derby County, while Birmingham City have a shirt sponsorship deal with Nicolites.
Fans of Merthyr Town FC are going to have get used to calling their club ground the Cigg-e Stadium. The non-league team has just signed a sponsorship deal with the brand of electronic cigarettes, which will run for the next three seasons.
Some have raised eyebrows at the name change, but it’s not the first such relationship to be struck in UK football. E-Lites has just become the official partner of Derby County, while Birmingham City have a shirt sponsorship deal with Nicolites.
Nonetheless, the Cigg-e-Stadium has already been roundly mocked on Twitter, with people suggesting the team should be renamed ‘Menthol Town’ and wondering if the new sponsor deal will lead to more draws