The "principal unknown" in Atlético Madrid's new La Peineta stadium "is its name," according to Eduardo J. Castelao of EL MUNDO. It will not "be named after an ex-player." It will be an internationally known commercial brand "that baptizes the new stadium." To find a naming rights partner for the stadium, the club has put to work 12 people in London and two in Hong Kong with the aim of "working on what is known in modern times as naming." Atlético believes that such a deal could be worth €10M ($11M) annually and that the deal "could be long-term (minimum 10 years)." It is "expected to be" an int'l brand, "surely Asian," and although at one point there were negotiations with an airline, "there currently are no clear candidates." The budget for the new stadium will surpass €200M ($220M) (EL MUNDO, 2/23). MUNDO DEPORTIVO reported Atlético President Enrique Cerezo said on Monday that the Champions League final will be held at his club's new stadium the year it is inaugurated. The club is scheduled to play its first season there in '17-18. Cerezo: "The new stadium will be splendid. It will be the best in the world. ... The year it is inaugurated it is almost certain that the Champions League final will be played there" (MUNDO DEPORTIVO, 2/23).
CALDERÓN TO HOST COPA FINAL: FOOTBALL ESPANA reported Sevilla announced that its Copa del Rey final against Barcelona on May 22 will be played at Atlético's Vicente Calderón. Both clubs "had reportedly pushed for the Santiago Bernabeu to host the cup decider," but Real Madrid’s "reluctance to give the green light was followed by Bruce Springsteen being scheduled to perform at the arena on May 21" (FOOTBALL ESPANA, 2/22).
