Arsenal to run research on naming rights

Arsenal has commissioned SPA and Connexus PreciSion to run a major research project to help understand the value that sponsors receive from stadium naming rights. The project will enable the club to demonstrate to potential sponsors how effective it can be. The information will be used by the club in their discussions with companies interested in sponsoring their new 60,000 seats stadium (due to open at the start of the 2006/07 season).  The research will explore the effect of corporate sponsorship and stadium naming by canvassing the opinions of fans of English Bolton Wanderers and German Hamburg SV, in a series of focus groups, on the sponsors of their stadia - Reebok and AOL respectively. So far, the research shows that supporters perceive the sponsor as highly committed to the club’s long-term future prospects and therefore an ‘integral part of the club, all it stands for and the surrounding local community’. The opportunity of becoming the naming rights partner for our new stadium has already generated strong interest from a number of sectors, including telecommunications, energy supply, soft drinks, consumer electronics and financial services.

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