Peterborough United Sells Stadium Naming Rights To Norwegian-Owned ABAX

The London Road home of League One side Peterborough United "has been renamed the ‘ABAX Stadium’ after a new partnership was agreed with Norwegian-owned company ABAX," according to Alan Swann of PETERBOROUGH TODAY. ABAX "has become the club’s stadium naming rights partner" as part of an initial five-year agreement worth £500,000 ($783,000) to the club. It will be "paid in five annual instalments" of £100,000 ($157,000). It is "the first change of stadium name since the club formed in 1934." It "has always simply been known as the London Road stadium." Posh CEO Bob Symns admitted that "there could be some negative reaction from the club’s fans, but he insisted the deal was good for the club." Symns said, "It was a no-brainer as far as I was concerned. We are trying to sustain the future of the club for future generations of supporters as well as the current fans" (PETERBOROUGH TODAY, 11/26).