Chelsea has begun its "search to sell the naming rights" to its new stadium, which will retain Stamford Bridge in its title, according to Simon Johnson of the London EVENING STANDARD. The club is "confident the new ground can attract another significant revenue stream" and is "looking for a deal worth millions a year." The ground will cost Chelsea at least £500M ($644.4M), although it is believed "selling the naming rights is not a factor in raising funds for it to go ahead." Chelsea has not revealed "how the stadium will be paid for" and there are no guarantees Owner Roman Abramovich will "cover all the bill himself." Chelsea faces "competition in the capital from Tottenham and West Ham for a sponsor." Tottenham wants a £20M ($26M)-a-year record deal for 20 years at the new White Hart Lane and, unlike Chelsea, is "willing to abandon" the traditional name to attract investment. With many stadiums across Europe and the U.S. "looking for sponsors," it is a buyer's market and it "might not be easy for Chelsea to secure a deal" (EVENING STANDARD, 5/11).
