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 contract signed with sporting goods retailer Sports Direct sparked protests from fans who demanded the retention of the stadium's historical name. Indeed, St James' Park is the oldest football stadium in the north of England. Newcastle United have played there since 1892.

It is thought that Wonga.com reinstated the original name of the stadium in order to create an affinity with fans and in an attempt to fight against the company's poor public image.

In Sweden, another innovative naming technique was devised. The Friends Arena in Stockholm, opened in November 2012, bears the name of a nonprofit organisation against school bullying, Friends.

The naming rights were acquired by Swedbank in a €20.5m deal lasting until 2023. The stadium was originally going to be called The Swedbank Arena…