Naming rights head to English stadiums

Across the United State, brands and logos are splashed across stadiums — as the venue name itself. That trend is starting to take hold across the rest of the world.

Emirates' deal with English Arsenal — valued at GBP 100 million for 15 years — is the high-profile example.

But other brands have followed. In England there are JJB Stadium, Reebok Stadium, Ricoh Arena, Walkers Stadium, Britannia Stadium and the Friends Provident St Mary's Stadium.

Clubs don't have to be in Arsenal's class financially either, as Wigan Athletic, Bolton, Coventry City, Stoke City and Southampton FC have naming deals.

The newer stadiums usually are more profitable targets. Older venues will not change in the fans' minds. They will stay with the nickname they once used. They can be bought by companies with no links to the area, but community interest is a consideration.

Source: euFootball.BIZ © Copyright 2006 - All rights reserved.