Multi-million-pound battle for West Ham United stadium naming rights now a two-horse race
A multi-million-pound battle to secure the naming rights of the home of West Ham, the London Stadium, has come down to a two-horse race between Allianz and Stage Front, according to The Express.
The newspaper reported via its website on 16 November that a host of companies are believed to have voiced an interest in the naming rights but it has been narrowed down to just two.
Allianz will be an instantly recognisable name to football fans as the German financial service provider already owns the rights to both Bayern Munich and Juventus’ stadiums, while Stage Front have the rights to Espanyol’s.
A boost in revenue?
While the stadium is currently owned by E20 Stadium LLP, a body set up by the London Legacy Development Corporation, West Ham will be heavily involved in any negotiations with regard to a possible deal over the naming rights of their stadium.
This could be a potential commercial sponsorship opportunity for the Hammers, who would be directly involved with whichever business secures the rights to the stadium name, and the money that goes with it.
The LLDC has refused to comment on any prospective bids for the naming rights, but it is expected that both potential suitors are keen on expanding their foothold on football to the Premier League alongside the rights they already own in Europe.
There is no timeframe over the potential renaming of the London Stadium, although there had previously been hopes that a deal would be in place for the start of the 22/23 Premier League season, which is now well over a year ago.
In other West Ham news, Anton Ferdinand has raged at the latest international decision.