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Marketing and Sponsorship

League Championship Rotherham Signs Stadium Deal With AESSEAL

League Championship side Rotherham United announced an agreement with mechanical seal manufacturer AESSEAL, which will become the club's first stadium naming rights partner. The club's £20M ($31.3M) home will now be called the AESSEAL New York Stadium after signing a multi-year deal with the Rotherham-based int'l company. This will be the biggest sponsorship in the club's history. The initial term will be until the summer of '19, with the Millers officially playing their first game under the AESSEAL brand against Huddersfield Town on Boxing Day. The agreement will also see the AESSEAL name and branding prominently visible both internally and externally at the stadium (Rotherham United). In Rotherham, Paul Davis reported AESSEAL Founder Chris Rea "agreed to put his company's name to New York Stadium to settle a bet" he made with Rotherham Chair Tony Stewart. Rea described NYS as "The Field of Dreams" and admitted he "never thought" the £20M complex would be "such a success." AESSEAL is paying a "significant six-figure sum for each of the next five seasons." Rea said of Stewart, "He built the field of dreams. I bet him a six-figure sum that it wouldn't work. He called me up and said, 'It's worked, so now you owe me.' So I said, ‘Okay, you'd better get your guy to talk to my CEO and collect on the bet.' He did it. It's a beautiful facility" (THE STAR, 11/22).

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