London Stadium naming rights to be sold

London Stadium naming rights are to be marketed again in hope of being third time lucky.

Official minutes from stadium owners E20’s board meeting dated March 2019 but only just published reveal the board will go back out to market asking E20 Consultant Alex Williamson to provide them with a timeline for selling the naming rights. The report presented to the E20 by Williamson in March was redacted and remains confidential on commercial sensitivity grounds.

The stadium owners have already spent £450,000 of taxpayers’ money trying to find a sponsor in two previous failed attempts

Telecoms company Vodafone pulled out of a £20m six-year naming rights deal in May 2017, while Indian conglomerate Mahindra had earlier shown an interest only to pull out at contract stage.

Two deals with global brands came close to being delivered but this is an extremely competitive and narrow market which requires significant time and effort to identify the appropriate brands able to enter into such major commercial deals,” said an LLDC spokesman last year.

The first £4m a year of any naming rights deal would go to the stadium owners E20, with West Ham splitting any revenue 50/50 above that.

Earlier this year LLDC CEO Lyn Garner confirmed that the London Stadium owners are obliged to seek consent from West Ham as to the suitability of any stadium naming rights partner saying “The contracts require us to work hand in hand with the football club, the football club has rights to sign off on those naming rights ultimately.”

Garner said she hoped the LLDC can work with West Ham to find a sponsor together adding: “I think there’s a win-win in bringing that together because you can think about shirt sponsorship, general sponsorship, and so on, (but) the difficulty will be in the detail of that negotiation. We are dealing with an extremely well-run business. Football business is difficult and challenging which is why it is important to have good commercial advice within the LLDC.”

The agreement allows West Ham to veto any naming rights partner but says consent should not be unreasonably withheld. The Hammers would need to supply a valid reason for any rejection.  One example is a conflict of interest with an existing sponsor. West Ham would be within their rights to reject any betting sponsor as it would conflict with Betway who are the Hammers current principal sponsor.


About Sean Whetstone

I am Season Ticket Holder in West stand lower at the London Stadium and before that, I used to stand in the Sir Trevor Brooking Lower Row R seat 159 in the Boleyn Ground and in the Eighties I stood on the terraces of the old South Bank. I am a presenter on the West Ham Podcast called MooreThanJustaPodcast.co.uk. A Blogger on WestHamTillIdie.com a member of the West Ham Supporters Advisory Board (SAB), Founder of a Youtube channel called Mr West Ham Football at http://www.youtube.com/MrWestHamFootball, I am also the associate editor here at Claret and Hugh. Life Long singer of bubbles! Come on you Irons! Follow me at @Westhamfootball on twitter

4 comments on “London Stadium naming rights to be sold

  1. Surely it would make more sense for us to find a partner rather than a public body with a questionable track record?

  2. Am I just viewing this through my Claret and Blue specs but I can’t understand why there aren’t huge global brands queuing up to have the naming rights to the stadium that was part of the historic and one of the best Olympic games ever, a London based football club with one of the largest fan bases and what could be up to 66,000 capacity every other week, more if they let us reconfigure it. Coupled with other events such as music, baseball and the Cricket and rugby that had been spoken about this is surely a no brainer? You have the Etihad, the Emirates, the O2. These venue’s are known by their branding not their club or their function and we have one of the best opportunities for sponsorship in football as everyone knows the fans don’t call it London Stadium, it’s still the Olympic stadium to me and so should have no problem at this time in getting the branded name to stick (as long as it’s not anusol or something), leave it much later and they won’t get that connection. The vodafone fell through or didn’t go anywhere from what I can see as O2 were looking to provide the stadium wifi so why not offer O2 the chance to sponsor it as well as the Dome?

  3. Would love to see the Iron Maiden stadium not sure many bands have bigger marketing than them world wide be a great link up and they support the club ⚒️⚒️

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