Corporate cash versus stadium traditions

Selling naming rights to your stadium is one of those business moves that is not likely to go down well with supporters.  As far as fans are concerned, it is akin to the Church of England announcing that from now on we should refer to “nPower St. Paul’s Cathedral” or something.

You’ll get away with it if you build a completely new stadium, because there is no history or tradition attached to the place.  But a revered and beloved old ground is a different matter.  So when Newcastle United announced that they are selling the naming rights to St. James’ Park, the fans were outraged.

Newcastle rebrand St. James’ Park

Now we hear that it is to become “Sportsdirect.com @ St. James’ Park Stadium” for the remainder of the 2009/10 season, after which the rights will be back on the market.  Jokes about email addresses aside, Newcastle fans will be further incensed that the sale they were opposed to in the first place has gone to Mike Ashley’s own company.

Not an astute move – even the Glazers have thought better of selling the naming rights to Old Trafford.  Ashley seems to have a knack for winding up his own fans, or perhaps he’s just not that bothered what they think.  Either way the whole thing doesn’t look good – a doubly self-serving move and a stupid name to boot.

Chelsea on the bandwagon?

But it seems that Newcastle have got other clubs thinking, or at least admitting that they’re thinking.  Chelsea have revealed that they are considering a similar move, whilst at the same time saying they would keep “Stamford Bridge” as part of any new name.  New chief executive Ron Gourlay is quoted as saying:

Retaining the ground’s heritage is paramount to considering such a move but we think it’s achievable

If a big club such as Chelsea were to follow suit, it could well be open season for everyone else.  In the continuing battle of corporate finance, it is naive to expect any potential revenue stream to remain untapped indefinitely.  Corporate cash will always win the day.

After all, if we got used to seeing a sponsor’s logo on the precious club shirt* we’ll get used to hearing “BigCorp Stamford Bridge”.

What is the next frontier?

Once this particular frontier has fallen where will clubs look next for sponsorship income?  Would any dare go so far as to sell rights to the club name?  Not in the near future, but it could well happen one day.

Emirates Manchester City anyone?