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SBD Global/July 22, 2013/Marketing and Sponsorship

League Championship Side Leeds United In Sponsorship Talks With Red Bull

League Championship side Leeds United is "in talks over a lucrative link-up with energy drink giant Red Bull that could lead to the renaming of the club's Elland Road ground," according to Paul Robinson of the YORKSHIRE POST. Top-level discussions "have started between the club and the company about a possible shirt sponsorship agreement." But a stadium naming rights deal "could also be under consideration." Asked whether the talks could involve a stadium naming rights deal, brands expert Jonathan Gabay said, "It’s not out of the question. They would have to be cautious, because the initial reaction of football fans is to resist that kind of move. At the same time, however, I think fans are coming round to the idea that this is the way the sport is going" (YORKSHIRE POST, 7/19).
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