West Ham United back to square one as advanced talks collapse at London Stadium
West Ham are back to square one after The London Legacy Development Corporation (LLDC) chose to rename Twickenham Stadium as the "Allianz Arena", according to The Times.
The national newspaper reported via its website [7 August] that, with the owners at the London Stadium searching for a new naming rights deal, the Hammers had been in advanced talks with LLDC.
However, it is understood that the LLDC has chosen Twickenham, with The Rugby Football Union announcing on Monday that the stadium was to be renamed after 100 years as the home of English rugby.
The LLDC had been hoping for £5million a year from a naming rights deal at the London Stadium, with the Hammers open to sharing anything over £4million.
West Ham United back to square one with naming rights at London Stadium
This will come as a massive blow for owners David Sullivan and Karren Brady, with new funds rushing away to Twickenham Stadium right before their eyes.
The financial side of the game, albeit always done behind the scenes, is extremely important in helping a football club run, and Sullivan, especially, needs to be praised for his passion for the club.
With the London Stadium actually owned by E20 Stadium LLP, a body set up by the LLDC, it may come as a bit of a surprise to see the corporation move away from choosing West Ham's ground.
The naming of a stadium can be hugely important to fans, with Upton Park being a much homelier name to the Hammers than the London Stadium has been since moving in 2016.
It is understandable why the LLDC would choose Twickenham. It is an iconic stadium, one that has been used by English rugby for a century, which may be something that causes upset among rugby fans.
Back to square one for West Ham and the owners.
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