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Olympic Stadium May Be Rebranded Tesco Stadium During West Ham Stay

West Ham's new home could be known as the Tesco Stadium "after it emerged the supermarket giant is poised to join the race to secure the renaming rights for the Olympic Stadium," according to Martha Kelner of the London DAILY MAIL. The London Legacy Development Corp. had been "expected to complete" a £6M ($8M) deal with Indian company, the Mahindra Group, a technology firm and car maker. There is "uncertainty surrounding the pending deal with the period of exclusivity with Mahindra due to expire in August." The deal with Mahindra was set to be announced "before new tenants West Ham moved out of Upton Park in May but has been delayed several times because the sponsorship market is in a state of flux." If the deal does not go ahead, "it is thought Tesco is keen to open talks with the LLDC about joining the race." Under the terms of West Ham's tenancy of the stadium, the club is entitled to 50% of the annual revenue from naming rights above the initial £4M ($5.3M) so would receive £1M ($1.3M) from any deal. Tesco has been "involved in sport sponsorship in the past, becoming an official sponsor of England's doomed World Cup campaign in South Africa" in '10. In '08, the supermarket chain "also signed a three-year deal to sponsor the East Stand at Swansea's Liberty Stadium" (DAILY MAIL, 7/28).

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