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In Newcastle, a sponsor pays to reinstate the stadium's historic name

On the 09/10/2012, short-term loan company Wonga.com acquired the naming rights for Newcastle United's stadium in a five year deal worth €1.78m per year. The name of the stadium was changed back to St James' Park after it was named the Sports Direct Arena by owner Mike Ashley.In 2009, the naming…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Sporting Goods & Brands, …
• Article # 5772
• Published on 22/05/13 at 12:20
©  Premierleague.com
Premier League: five of the twenty stadiums are 'named'

Stadium naming, although present in the UK since 1997, is not as widespread as in Germany. Apart from Arsenal and Manchester City's partnerships with Emirates and Etihad respectively, only three other clubs in 2012/13 sold their naming rights: Newcastle, Stoke City and Wigan Athletic. This form of…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Stadiums, …
• Article # 5763
• Published on 22/05/13 at 12:14
Naming in American sport

Stadium naming was born overseas during the inter-war period. In 1926, William Wrigley Jr., chewing gum industrialist and owner of the Chicago Cubs baseball franchise, named the team's stadium Wrigley Field. Since the emergence of a professional sports industry in the United States, owners of…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Sporting Goods & Brands, …
• Article # 5762
• Published on 22/05/13 at 12:00
Components of naming

Naming, which consists of giving a sporting arena the name of a sponsor, is a form of sponsorship commonly used to develop brand awareness and loyalty.For the company that manages the stadium, naming acts as a source of income or even financial leverage to allow the stadium to be built.The value…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Stadiums, …
• Article # 5746
• Published on 22/05/13 at 11:42
Germany: the European pioneer of naming

Germany is undoubtedly the European pioneer in deals for naming rights. Bayer Leverkusen was the first European club to sell its stadium's naming rights, which has been called the Bayarena since 1997. The same year, English club Bolton Wanderers renamed its stadium The Reebok, after completing a…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Sporting Goods & Brands, …
• Article # 5743
• Published on 22/05/13 at 11:37
Stadiums: naming rights in France

The opening of the Allianz Riviera stadium in Nice on 05/09/2013 will be a historic day for French football. OGC Nice are set to become the first team in Ligue 1 to have their stadium named after a sponsor . The first instance of stadium naming in France occurred two and a half years ago. Le Mans…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Sporting Goods & Brands, …
• Article # 5715
• Published on 22/05/13 at 11:15
©  D.R.
Premier League: Fulham sign deal with Adidas

On 17/05/2013 Fulham FC (Premier League) signed a technical partnership agreement with Adidas. The German brand will manufacture Fulham's kits from the 2013/14 season. The duration and financial terms of the deal were not disclosed.Adidas replace Kappa, Fulham's technical partner since 2010/11…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Sporting Goods & Brands, Merchandising - Licensing
• Article # 5665
• Published on 20/05/13 at 17:10
Azerbaijani oil company SOCAR seventh sponsor of Euro 2016

On 17/05/2013 SOCAR (State Oil Company of Azerbaijan Republic) signed a deal with UEFA (Union of European Football Associations) to become the seventh official sponsor of Euro 2016.The Azeri company becomes the seventh global partner for the 2016 UEFA European Football Championship (from 10/06 to…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Authorities
• Article # 5657
• Published on 20/05/13 at 12:24
©  D.R.
MP & Silva: Peter Hutton named new COO

In a statement released on the 17/05/2013, international media rights group MP & Silva have announced that Peter Hutton has been appointed as Chief Operating Officer. Hutton will be based in MP & Silva's London offices starting from July 2013. He will be responsible for the company's international…
Domain(s): Sponsors & Partners
• Category(ies): Agencies
• Article # 5753
• Published on 20/05/13 at 10:00
©  soccers.fr
PSG: Emirates to remain shirt sponsors until 2019

Paris Saint-Germain and Emirates have announced a new sponsorship deal, granting the airline a five-year extension to their partnership with the club until the end of the 2018/19 season. The deal is worth at least €20m per year, as opposed to the €5m that PSG currently receives annually…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Sporting Goods & Brands, …
• Article # 5636
• Published on 17/05/13 at 15:45