‘Vice’ sectors out from London Stadium naming-rights deal



Linkedin Twitter

London Stadium - West Ham United Image: MJR Group Ltd. / Coliseum

Companies who are into the business of alcohol, gambling and tobacco have been ruled out as naming-rights partners for London Stadium, the home of English Premier League football club West Ham United.

The Daily Mail reported that the hunt is on for a main sponsor by stadium stakeholders who would help allay the financial challenges vis-à-vis the venue.

The venue was built as the centerpiece for the London 2012 Olympic and Paralympic Games and has since become West Ham’s new permanent home.

The Daily Mail further cited sources close to the stadium’s landlord – the London Legacy Development Corporation (LLDC) – as saying that companies which are looked on as to be from “inappropriate” sectors would not be considered.

Online bookmaker Betway and West Ham have entered into a six-season shirt sponsorship deal that started earlier this year.

Though LLDC is being very selective as regards who will qualify as potential partners for the venue, nonetheless, getting into an alliance with the three so-called ‘vice’ sectors are extremely rare in the top two tiers of English football. The only exception in this context which raised a lot of eyebrows is Stoke City’s home ground. It was renamed bet365 Stadium in 2016, two years before the club’s relegation from the Premier League.

Talks with telecommunications firm Vodafone ended in a deadlock just as it was about to be finalized in 2017. It was supposed to be a six-year deal worth £20m.

Last month it was reported that Karren Brady, West Ham’s Vice-Chairman, had been brought in to help in the search for a new naming-rights partner.

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.




« Previous News:
» Next News:



More News

Big 10 conference to resume season

No full to the brim stadia for Big Ten games

Published: September 22, 2020

US college sports conference the Big Ten has announced it will open its American football season on... » Read more

SoFi Stadium and Samsung

Samsung-SoFi to (electrify) fan experience

Published: September 22, 2020

Multinational conglomerate company Samsung has inked a multiyear, multifaceted partnership with... » Read more

Sydney Sports Venue Operator

Few Sydney stadia to allow more onlookers

Published: September 22, 2020

Come October 1st, and major sporting fixtures in selected Sydney stadia can increase crowds from 25... » Read more

SC Freiburg update Sept 2020

Double whammy for SC Freiburg!

Published: September 22, 2020

As if the ‘noise pollution’ setback was not enough, German Bundesliga football club SC... » Read more


Newsletter sign-up