There are plenty of inventive stadium naming rights deals around and clubs are getting the most from relationships formed locally and further afield. The bigger the club, the wider the net, with Championship clubs joining Premiership clubs to embrace international brand names. Club ownership can lead to names that are more familiar in the owners’ home country than in the UK.
Naming rights neighbours
Certainly local, St Mirren has agreed a six-figure, four-year deal with office solutions company Simple Digital to rename their stadium, which has a capacity of 8,000. Multi-year deals make sense with stadium naming rights when it takes time for the brand to get full value through long-term media coverage.
St Mirren’s commercial manager Campbell Kennedy said:
I’m delighted to have agreed this deal with Simple Digital and look forward to working with Simple Group’s chairman, Vincent Moore over the next four years. It represents a significant level of income and will be important for the club as we get set to embark on our Premiership journey next season.
Naming rights mixing old and new
Birmingham City FC has renamed its stadium as the St. Andrew’s Trillion Trophy Stadium in a three-year sponsorship deal with a Chinese investment firm.
The Wast Hillstraining complex will become the Trillion Trophy Training Centre. The combination of the classic St. Andrew’s with the Trillion Trophy name makes the most of both brands and fans are happy to recognise both the club’s traditions and modern support.
Naming rights brand in the news
And when naming rights are all about publicity for the partner brand, why not make the most of any news ‘angle’ the sponsorship may bring. Check out how Hamilton Academical FC handled its somewhat controversial naming rights partner:
New Douglas Park will now be known as The HopeCBD Stadium after an exclusive sponsorship deal guaranteeing the club a five figure sum. Together with a percentage of profits from all of HopeCBD’s products, the club will see the sponsorship in place for the duration of the contract.
HopeCBD products include Oils, Tea Bags, Sprays, Vapes and even Candies, all containing CBD (cannabidiol). CBD is, in fact, a non-psychoactive compound found in the hemp plant; hemp being part of the cannabis family.
The very word ‘cannabis’ strikes the concerns of law breaking and addiction issues, but the facts surrounding CBD are much different. The hemp plant goes through what is known as ‘full spectrum C02 extraction’ and is then further distilled to remove psychoactive elements that are found within the plant – THC. It is the removal of this compound, leaving many other cannabinoids, particularly CBD that makes the products 100% non-psychoactive or addictive, meaning consuming it results in no mind altering effects – like alcohol free lager as such.
It is well known that Hamilton Academical Football Club are great ambassadors in supporting people and families in recovery from many addictions and are active in reaching out to the community to help those in recovery. The sponsorship with HopeCBD is very much within the ethos of Hamilton Academical Football Club and we are proud to be at the forefront of positive and progressive partnership with CBD providers such as Hope CBD.
CBD is sold as a food supplement and no medical claims can be made. So why all the fuss? Could it be that pharmaceutical companies could be fearful that the rumours are true?
Appealing to the student population
As universities across the nation try to attract the next student intake, they are excellent partners for sponsorship of all kinds, from shirts to players’ cars, plus grandstands and whole stadiums. Northampton Town FC is working with at least two local educational institutions, including granting overall stadium naming rights to Sixfields.