SBJ/February 19 - 25, 2001/No Topic Name

International Naming Rights

INTERNATIONAL NAMING RIGHTS
VENUE LOCATION TEAM/LEAGUE CAPACITY CORPORATION/
CATEGORY
NOTES
ANZ Stadium Brisbane,
Queensland,
Australia
Brisbane Broncos RLC
55,000
ANZ Banking Group/
finance
10-year naming-rights deal began
Jan. 1, for about $27 million for
what was Sydney’s Olympic
Stadium.
Ausdock Oval Hawthorn,
Victoria,
Australia
Hawthorn FC
N/A
Australian Dockworkers/
union
10-year, $1 million deal signed
in 1999.
Cellnet Riverside
Stadium
Middlesbrough,
England
Middlesbrough SC
34,500
BT Cellnet/
telecommunications

Signed in 1995 with the opening of
the stadium. BT Cellnet’s exposure
has included the team’s three
Wembley Cup Finals
appearances.

Colonial Stadium Melbourne,
Victoria,
Australia
Essendon Bombers FC;
The Western Bulldogs FC;
St. Kilda FC;
Melbourne Storm RLC
55,000
Colonial Investment
Services Limited/
finance
Commonwealth Bank of Australia is
trying to sell the 10-year, $32.5 million
naming-rights agreement for Colonial
Stadium, signed in 1999, after the
bank’s takeover of the financial
services group last year.
Dairy Farmers
Stadium
Townsville,
Queensland,
Australia
North Queensland RLC
31,000
Australian Dairy
Farmers’ Federation

In addition to signage, Dairy Farmers
uses the relationship, begun in the
mid-’90s, for product sampling at
sporting events
and functions and
uses players in advertising and on-site
promotions.

Eircom Park South Dublin,
Ireland
Football Association
of Ireland
45,000
Telecom Eireann/
telecommunications
10-year, $21 million contract for the
$75 million all-seater multipurpose
venue under construction; Telecom
Eireann to become official sponsor of
all Irish international football teams
from 2002 onward; National League
also is sponsored by Telecom Eireann
and was renamed the Eircom League in
1999; largest sports sponsorship deal
ever negotiated in Ireland.
Ericsson Stadium Auckland,
New Zealand
Auckland Vodafone
Warriors RLC; Kingz FC
31,000
Ericsson/
telecommunications
Ericsson acquired the naming rights
in 1995.
Flancare Park Longford Town,
Ireland
Longford Town SC
10,000
Flancare/
warehouse storage
Signed in December, the stadium
became the first in the National League
to have a corporate name; reported as
six figures over the next two and a half
years.
Manchester Evening
News Arena
Manchester,
England
Manchester Giants BC;
Manchester Storm/
UK Superleague (hockey)
19,487
Manchester Evening
News/media
In June 1998, Manchester Evening
News replaced NYNEX as the
naming-rights holder.
Alfred McAlpine
Stadium
Huddersfield,
England
Huddersfield Town Terriers;
Huddersfield RLC
24,000
Alfred McAlpine
PLC/construction
Held the naming rights since the
venue opened in 1994.
Mobil Park Gippsland,
Victoria,
Australia
Eastern Pride SC
12,000
Mobil Oil Australia
Pty Ltd./petroleum
Formerly Falcons Stadium, name
change took effect last year.
NorthPower
Stadium
Gosford, New South
Wales, Australia
Northern Eagles RLC;
Northern Spirit FC
25,000
NorthPower Ltd./energy Deal began in 2000.
Optus Oval
Stadium
Melbourne,
Victoria,
Australia
Carlton Blues FC
30,000
Cable & Wireless Optus/
telecommunications
10-year deal with a five-year
option signed in the mid-’90s.
Reebok Stadium Lancashire,
England
Bolton Wanderers SC
25,000
Reebok/apparel 10-year, $29 million deal signed
in April 1997.
Schweppes Centre Bendigo,
Victoria,
Australia
Townsville McDonald’s
Crocodiles BC
5,257
Cadbury Schweppes
Australia Ltd./ food
and beverage
Began fall 2000.
Shell Stadium Geelong,
Victoria,
Australia
Geelong FC
25,000
Shell Australia
Ltd./petroleum
Three-year, $1 million deal signed
in 1999.
Suncorp Stadium Brisbane,
Queensland,
Australia
Brisbane Strikers SC
25,000
Suncorp-Metway
Financial Services
The team recently signed a two-year
deal to play at Ballymore, as the
Queensland government plans to
redevelop Suncorp Stadium in time
for the 2003 Rugby World Cup.
Telewest Arena
Newcastle
Newcastle Upon
Tyne, England
Riverkings/UK Superleague
(hockey); Eagles BC
11,000
Telewest
Communications/
telecommunications
N/A
Toyota Park Sydney, New South
Wales, Australia
Cronula Sharks RLC
22,250
Toyota Australia/
automobiles
Two-year deal signed in
January 2000.
Vodafone Arena Melbourne, Victoria,
Australia
Victoria Titans BC;
Melbourne KMart
Tigers BC;
ATP U.S. Open
10,000
Vodafone/
telecommunications
12-year naming-rights deal for the
$65 million venue signed in 2000.
Vodafone Group is the world’s largest
mobile telecommunications
company.
Westpac Trust
Stadium
Wellington,
New Zealand
No permanent tenant
34,500
Westpac Trust Bank/
financial services
Naming rights purchased by Trust
Bank Waikato in a financial services
sponsorship package and later
transferred to Westpac during a merger.
Westpac Trust
Centre
Christchurch,
New Zealand
Davis Cup Tennis;
Westpac Trust Canterbury
Rams BC
7,200
Westpac Trust Bank/
financial services
Opened as a new facility in 1998
with the Westpac name.
WIN Stadium
Australia
Wollongong,
New South
Wales, RLC;
Wollongong
Wolves SC
St. George Illawarra
Dragons
14,500
WIN-TV/media WIN-TV was given naming rights to
the ground in 1997 in a five-year
agreement.
Key: FC-Football club; RLC-Rugby league club; BC-Basketball club; SC-Soccer club
Sources: Street & Smith’s SportsBusiness Journal, Performance Research International, worldstadiums.com
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