Lille Struggles To Reach A Naming Rights Deal For Its New Stadium
After an initial asking price of €5M ($6.1M) annually for stadium naming rights, Ligue 1 club Lille "hopes to obtain €3.3M ($4.1M)" for naming rights and ad space from at its new Grand Stade Lille Metropole, according to the JDD. The actual naming rights deal would cost €2M ($2.5M), "a reasonable" amount compared to other deals around. Ligue 2 club Le Mans receives €1.3M ($1.6M) annually from insurance company MMA. Ligue 1 club Nice recently agreed to a €1.8M ($2.2M) annually for a 10-year deal with Allianz once its new stadium is finished next year. Around 10 regional companies have been contacted about the possibility of a naming rights deal for the new 47,750-seat stadium, but "without any success." Large companies from the region including Mulliez, Bonduelle, Roquette and Lesaffre "are not geared toward this type of investment." Jersey sponsor and 40% shareholder of the club Partouche seemed interested "but backed out when learning of the asking price." Consultant Pierre de Saintignon said, "We have regional, national and international companies interested. We are working with brands that stay close to the values of the sport and are in harmony with the region. This stadium deserves a name at the height of what it is" (JDD, 8/19). SPORTUNE.fr's Marcelo Martins opined that the ultra-modern stadium, which received a five-star grade from UEFA (the highest distinction possible) "should be able to attract partners." The sum that is being asked "is pretty reasonable on a national level" (SPORTUNE.fr, 8/20).