No movement on London Stadium naming rights

20 Jul, 2023
written by Sean Whetstone

The London Stadium will not have a new name ahead of the 2023/2024 season 6foot2 understands.

In May, an article in the Daily Mirror claimed that E20 (the London Stadium owners) were close to finding a high level sponsor and that could mean a new name before the start of the Premier League season.

West Ham club insiders speaking to 6foot2 say they doubt the Stadium owners are close to signing a naming rights deal to the best of their knowledge pointing out that the public body which owns the stadium are contractually obliged to tell West Ham as stakeholder and request their consent which they have yet to do.

Earlier this year LLDC CEO Lynn Garner Speaking at a city hall meeting said: “If West Ham wanted to pay me £4m a year for the right to sell the naming rights, then we can have a conversation. However, what I cannot do is sell the naming rights off cheaply.” adding they had “a number of sponsors engaged at quite a high level”.

However, West Ham’s vice-chair Baroness Karren Brady at the time was critical of Garner’s comments, claiming the LLDC were attempting to sell the naming rights to the club “at an inflated price” and that they were only worth around £2m a year. The time has come where the prospect of naming rights revenue for West Ham United is dwindling to zero,” she warned, as per the Evening Standard. “We will be going to market shortly for a new primary sponsor. The window to sell the naming rights will be impacted once we engage a fresh front of shirt brand partner. There needs to be an acceptance that the value in stadium naming rights is not what it once was. Everyone needs to be realistic. Brand partnership with Premier League clubs is in high demand. Stadium naming sponsorship on its own is not.”



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