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SBD Global/September 13, 2012/Marketing and Sponsorship

Stadium Nuremberg Loses Millions Without Naming-Rights Sponsor

The football stadium in Nuremberg, Germany "is looking for a naming-rights sponsor after its previous contract with easyCredit expired in July," according to Westgate & Werzinger of BILD. Without a naming-rights partner, the stadium operator, Stadium Nuremberg Operating GmbH, "loses thousands of euros every day, which very easily accumulates to millions." Bundesliga club FC Nuremberg CFO Ralf Woy said, "Regardless of a naming-rights sponsor, we will not and cannot pay a higher stadium rent." Under the current contract, which expires after the '12-13 season, the club is paying €3.5M ($4.5M) annually in stadium rent. The club and operating company are working on a contract extension, but the absence of a naming-rights partner "makes negotiations difficult" (BILD, 9/10). In Nuremberg, Timo Schickler reported that since easyCredit left, "the stadium changed its official name to 'Stadium Nuremberg.'" Stadium CEO Alfred Diesner said, "There are many options on the table, but we haven't agreed on one yet." The operating company is in negotiations with four potential naming-rights sponsors. All four candidates "allegedly have a regional connection but operate nationwide" (NÜRNBERGER NACHRICHTEN, 8/28). 
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