Livingston hit-the-jackpot naming rights deal


Livingston FC stadium naming rights Image: Livingston FC

The Scottish Premiership club Livingston F.C. have landed a club record-breaking six-figure stadium sponsorship deal with a Bathgate (UK) taxi firm.

‘Daily Record’ stated that in an initial one-year deal, the Livingston F.C. home ground – the Almondvale Stadium in Livingston, Scotland (UK) – will be renamed the ‘Home of the Set Fare Arena’ from this Summer, when their current contract with the Tony Macaroni restaurants expires.

The Livingston Football Club is a Scottish professional football club based in Livingston, West Lothian (UK). Livingston currently plays in the Scottish Premiership (the top division of the Scottish Professional Football League) and was founded in 1943 as the Ferranti Thistle, a works team.

The 9,713-capacity Almondvale Stadium, also known as the Tony Macaroni Arena for sponsorship purposes, but commonly referred to as ‘The Spaghettihad’, is a football stadium located in the Almondvale area of Livingston, West Lothian, Scotland (UK).

Seafield (UK)-based the Home of the Set Fare is a taxi booking app that offers secure, streamlined and fast service. One can book a ride in less than 10 seconds and the app offers exclusive priority service. One can register without a password and one can also log in and book with their business account to automate expenses. The app also has a price estimator that lets him or her know how much the trip will cost on an average.

Tony Macaroni is a chain of restaurants in Scotland and Northern Ireland (UK) specializing in Italian cuisine. The slogan of the company is ‘vive per mangiare’ (‘I live to eat and to drink’. It is the sister companies of Nardini’s, an ice cream parlor in Largs in North Ayrshire, Scotland, and Marini’s, a Scottish chain of fish and chip shops.

Enthused Dave Black, Livingston F.C. head honcho, “This really is a fantastic bit of business for the club and I’m absolutely delighted to be able to announce Home of the Set Fare as our new stadium naming rights partner, ahead of the 2024-2025 seasons. It’s always disappointing when one partnership comes to an end, but the response we had for this was excellent, and from the first few exchanges and then in-person meeting, it was clear to see this was going to be a great relationship for both the parties. The enthusiasm from their side was fantastic, and after doing a tour of the stadium and seeing what we had to offer, we were able to get this signed off and start to make plans for the new season.”

Added Black, “I’m looking forward to partnering with the Home of the Set Fare and we hope the fans will get right behind the support of the company by making them their preferred taxi company.”

‘Daily Record’ quoted Natasha Saunders, General Manager, Home of the Set Fare, as stating, “As a business within the West Lothian community, we are proud to be associated with our local club. We are very excited about the amazing opportunities that lie ahead. We look forward to working with and supporting the club for the coming season and beyond.”

Natural Close

‘’ stated that earlier in March, the Livingston F.C. and Tony Macaroni announced that their longstanding sponsorship will be coming to a natural close.

Tony Macaroni is the longest-running shirt and stadium sponsor in the club’s history and as such, the club authorities said that they would like to mark the end of this deal by paying tribute to Sep Marini (Managing Director of Tony Macaroni) and all the team at Tony Macaroni.

‘’ further stated that the 2023-2024 seasons marked the ninth season with the Italian restaurant chain as the Livingston F.C.’s home field sponsor and an 11th year with the Tony Macaroni logo appearing on the first-team match kit.

Maintained Black, “We are grateful to Sep and the Tony Macaroni chain as a whole for their continued support over the last 11 years. In this day and age, it can be difficult to encourage companies to take up sponsorship packages but to have had that support from Tony Macaroni for such a prolonged period of time has been tremendous for the club. Of course, the Tony Macaroni Arena Stadium name has become a well-known venue within the Scottish game and I don’t think either the club or Tony Macaroni themselves could have predicted how far and wide that stadium name would travel and have such an impact. This may be the end of the sponsorship but we look forward to a continued relationship with Sep and his team and they’ll be forever welcome back as spectators in the future.”

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