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SBD Global/September 11, 2012/Marketing and Sponsorship

The Football Association Will Not Be Selling The Naming Rights To Wembley Stadium

Contrary to published reports, the Football Association "will not be selling naming rights" to London's Wembley Stadium, according to the PA. Talks are taking place with "a number of potential commercial partners," as the FA look to maximize revenue from the world famous arena, which will host this year's UEFA Champions League final. Reports have suggested they "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 Arsenal FC has with airline Emirates or Stoke City FC has with the Britannia Co-operative Bank (PA, 9/10). The BBC's Richard Conway reported that 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." Wembley National Stadium Ltd., the venue operators and subsidiary of the FA, "declined to comment on the talks." Any potential deal to rebrand Wembley Stadium is likely to anger traditionalists. But with the FA still repaying the debt that it took on to build the £757M ($920M) stadium, arguments will be made that "the deal makes commercial sense" (BBC, 9/10).
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