Spurs director predicts more naming rights deals 09/11/2009 |
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More Premier League clubs will look to sell the naming rights to their stadiums in a bid to boost revenues, Tottenham’s executive director Paul Barber has predicted.
The North London club are looking for a sponsor for their proposed 56,250-seat stadium, which they are likely to move into in the next five years. Chelsea’s new chief executive Ron Gourlay also revealed recently that the Blues would consider selling the naming rights to Stanford Bridge, while Mike Ashley has renamed Newcastle’s ground sportsdirect.com@St James’ Park.
Barber said: “In the UK, with the exception of [Arsenal’s] Emirates and one or two smaller projects, it’s pretty unusual. Chelsea’s announcement has created a lot more interest.
“Not every stadium in the UK is as famous as White Hart Lane or Stamford Bridge but it [selling naming rights] will become more common and will be an increasing source of income. There are only so many ways you can drive new revenue.”
Barber also hinted that buying the rights to a new stadium would be more attractive to brands than being associated with an existing ground.
Gourlay said the Stanford Bridge name would have to be retained in any agreement with a suitable blue-chip company and Barber added: “It’s suddenly now two clubs in London looking for naming rights partners and potential sponsors have got a choice. They’ve got two very different propositions.
“They’ve [Chelsea] got an old, established stadium – we’ve got a very different, brand new state-of-the-art stadium planned which will have no history or heritage attached to it.
“Most people would probably accept that we would be looking for a premium for a brand new stadium with no name attached to it.
“I think the market is big enough for both clubs. But of course they [Chelsea] have got the associated heritage and history of Stanford Bridge to contend with in the name. We’ve left the path clear for a sponsor to come in from day one, just as Arsenal did with The Emirates.”
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