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SBD Global/July 4, 2014/Marketing and Sponsorship

Oldham, Sports Direct Agree To $1.7M Stadium Naming Rights, Kit Sponsorship Deal

League One Oldham Athletic has "signed the biggest sponsorship deal in the club’s history," which saw Boundary Park change its name on Wednesday to "SportsDirect.com Park," according to the OLDHAM EVENING CHRONICLE. The five-year agreement with sportswear retailer Sports Direct is "believed to be worth" around £1M ($1.7M). As part of the "huge deal, a new 2,000 sq ft club shop will open in the new North Stand in the new year." Sports Direct "will operate the shop and pay sales royalties to the club." SportsDirect.com "will also become the main shirt sponsor on all home, away and replica kit." The upcoming friendly with EPL side Newcastle United -- owned by Sports Direct Founder Mike Ashley -- "is an integral part of the contract." The deal says that Newcastle "must send its strongest-available team to Boundary Park," already known by its new name, on July 15. The new store in the North Stand "is expected to be open by early next year, with alternative arrangements in place for purchasing club merchandise before then" (OLDHAM EVENING CHRONICLE, 7/3).
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