England's FA is “hoping to raise about" $12.8M per year from a new commercial deal that involves renaming Wembley Stadium “in a move that may upset traditionalists,” according to Matt Scott of the London TELEGRAPH. Wembley National Stadium Ltd, the venue operator and a wholly owned subsidiary of the FA, yesterday made “private denials” that a deal "would involve a corporate title sponsor for the stadium.” However, Scott reports the FA has “ruled out only a wholesale renaming that would lead to the traditional title of the five-year-old ground being dropped altogether.” The FA would be “happy if Wembley formed part of a new name.” Currently the FA “has two ‘founding partners’ -- Umbro and Carlsberg -- and ‘supplier’ sponsors in the bookmaker, snack-food, soft-drink, confectionery and travel categories.” The FA’s association with Umbro “weakened last week when a new long-term sponsorship was signed” with Umbro’s parent company, Nike. The FA has offered potential top sponsors “a new brand around Wembley that would lead to its new name being placed on stadium flags, banners and signposts around the ground” (London TELEGRAPH, 9/11).
NOT SO FAST: The PA yesterday reported the FA "will not be selling naming rights" to Wembley. Talks are taking place with "a number of potential commercial partners" as the FA looks to maximize revenue from the arena, which will host this year's UEFA Champions League final. Reports have suggested the talks "could be linked to the naming of the stadium in some way." However, sources insist that there is "no chance of a naming rights deal," such as the one EPL club Arsenal has with Emirates airline or EPL club Stoke City has with the Britannia Co-operative Bank (PA, 9/10). The BBC's Richard Conway reported those involved in the negotiations "are said to be sensitive about the name's heritage and history." A change to the naming structure could see a sponsor added to the venue's official name beside or after "Wembley Stadium" (BBC.com, 9/10).
