SBD/Issue 165/Facilities & Venues

WMG Seeking Sponsors For New Mixed-Use Development In London

London-based developer Quintain has selected Wasserman Media Group’s WMG Marketing as the exclusive commercial marketing agency for its new mixed-use Wembley Complex. The 6.2 million-square-foot complex includes Wembley Arena, a 150,000-square-foot shopping center, a 140,000-square-foot sports retail complex, 4,224 apartments and a multi-screen cinema, as well as restaurants, cafes, bars and night clubs. The area surrounds, but does not include, the new 90,000-seat Wembley Stadium (Wasserman Media Group). MADISON & VINE’s Marc Graser noted that in addition to a naming-rights partner, Quintain and WMG Marketing “want to sign up to 11 exclusive partners overall,” and are seeking partners to be “integrated into the early design and construction phases of the project.” That may include brands that can “provide the site’s overall technology infrastructure, or companies providing the complex’s apartments with electronics hardware.” WMG Marketing President Jeff Knapple: “We’re looking for companies that want to be involved in the building of the project.” Graser noted that sponsorship terms will be staggered, with sponsors of larger venues “signing on for a minimum of 15 years, while other partners sponsor the complex from five-year increments and up.” Sources said that the rights deals are “expected to generate $40[M] a year and earn [$800M-1B] during its lifetime” (MADISON & VINE, 5/16).

Wembley Stadium Naming Rights Will Not Be For Sale Under WMG Marketing Pact

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