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Marketing and Sponsorship

Technology Firm To Announce $8.5M Sponsorship Deal For Olympic Stadium

The four-year search since London 2012 to "find a title sponsor for the Olympic Stadium is expected to be finally completed when a naming rights backer is announced before the end of the football season," according to Charles Sale of the London DAILY MAIL. The London Legacy Development Corp. has a "number of interested parties, with a technology company believed to be close to completing an agreement." The price is thought to be around £6M ($8.5M) a year, which would mean another £1M ($1.4M) "windfall for West Ham, whose deal of the century tenancy" gives the club 50% of the proceeds of stadium naming rights above £4M ($5.7M) a year. The LLDC will bring in Martin Sorrell's sports marketing company ESP "to find a stadium sponsor." A tech company "would be a good fit for the Olympic Stadium, which markets itself  as a connected venue with the best possible digital services" (DAILY MAIL, 4/15).

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