SBD/Issue 126/Facilities & Venues

EPL Club Chelsea Hires CAA To Sell Naming Rights For Its Stadium

Stamford Bridge Will Remain Name Of Stadium
Following Sale To Preserve Equity, History

EPL club Chelsea has "retained CAA to represent it in the naming-rights sale of Stamford Bridge, putting the agency at the forefront of the first effort to sell naming rights at an existing Premiership stadium," according to Tripp Mickle of SPORTSBUSINESS JOURNAL. In order to "preserve the equity and history of the stadium, Stamford Bridge will remain the name of the stadium following the naming-rights sale." Chelsea and CAA "declined to comment on the effort or the price they think a naming-rights deal would command." Only four EPL clubs "currently have naming-rights partnerships: Arsenal, Bolton, Hull City and Wigan Athletic." Everton is currently "looking for $8.8[M] annually for a 15-year naming-rights deal for its new stadium in North England." CAA has worked with Chelsea on its North American business since '08, and the firm recently hired former Chelsea CEO Peter Kenyon to "lead its European sports practice." The naming-rights sales effort "will be spearheaded by Kenyon and the New York sales team led by CAA Sports co-head Mike Levine and marketing executive Paul Danforth" (SPORTSBUSINESS JOURNAL, 3/15 issue).

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