West Ham may hunt for naming rights partners


London Stadium naming rights Image: MJR Group Ltd./Coliseum

The Premier League club West Ham United F.C. is initiating steps in taking a much bigger share of their digs – the London Stadium in London, England (UK) – as attitude toward the club relents from the owners – the London Legacy Development Corporation (LLDC).

‘CLARET & HUGH’ stated that ‘The Hammers’ fans have long been looking for the club to take control of the stadium for a long time and a big step towards that appears to be on its way as the Chairman of the group admits they are continuing to struggle to find a company for the naming rights.

The West Ham United Football Club is an English professional football club that plays its home matches in Stratford, East London, UK. The club competes in the Premier League, the top tier of English football. The club plays at the London Stadium, having moved from their former home, the Boleyn Ground, in 2016.

The 66,000-capacity London Stadium is a multipurpose outdoor stadium at the Queen Elizabeth Olympic Park in the Stratford district of London, UK. It is located in the Lower Lea Valley, six miles East of Central London. It serves as the home arena of the West Ham United F.C.

London (UK)-based the London Legacy Development Corporation is an organization established in 2012, replacing the Olympic Park Legacy Company. It was formed as a Mayoral Development Corporation under the powers of the Localism Act 2011.

‘CLARET & HUGH’ further stated that indeed they have made no progress at all and there now appears to be a firm realization that the club is likely to have more success in that area.

This is a long long way from the animosity that existed in the earlier stages of the relationship when all the financial ills suffered by the LLDC were piled on the heads of ‘The Hammers’ board.

It seems that Chairman Lyn Garner is ready to discuss allowing the club to find naming rights partners. She has publicly stated that the landlords would be willing to talk to the club if the right offer can be proposed.

Noted Garner, “The concept has moved from simply selling stadium naming rights but rights across the whole of the park. Will I give naming rights to West Ham? Yes, I would give the naming rights to West Ham if the right financial deal was put on the table. If they want to offer £4m a year to sell naming rights, then we can have a conversation. Those naming rights are worth a lot more money when they are put in a pot for a shirt deal and I can’t sell them cheaply to a football club.”

The West Ham have yet to comment but the proposal, if deemed viable financially, could prove very popular as the club would then be in control of the naming rights, thus ditching ‘The London Stadium’, as it is currently known.

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