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Last Updated: Tuesday, 1 March, 2005, 17:25 GMT
250k price tag on stadium name
Swansea Stadium
It is hoped a sponsor for Swansea's stadium will be unveiled by 30 June
Developers of Swansea's new football and rugby stadium have put a price of 250,000-a-year for "naming rights" with potential sponsors.

The consortium behind the 20,000 seater ground has enlisted a marketing company with the aim of finding a company to name the stadium by 30 June.

The package includes a corporate box and hospitality.

But some fans wanted to keep the working name White Rock, which was dropped last summer.

This is a huge opportunity for a major brand to work with two highly ambitious clubs
Ashley Donlan

The consortium is made up of Swansea Council, the city's football team and Ospreys regional rugby side.

Part of the capital budget of the 27m development included an assumed income for selling the naming rights.

The consortium said it had had 'tentative discussions' with a number of major brands and was now inviting official tenders.

Newspaper reports last November that a leading brewery was the leading contender were dismissed.

The stadium will be home to both the rugby and football club and is also likely to stage Welsh international fixtures in both sports.

Ashley Donlan of sports company Bastion, which is marketing the stadium, said: "The new stadium features some of the best facilities outside the FA Premiership.

"This is a huge opportunity for a major brand to work with two highly ambitious clubs."

The first football ground in the UK to be named after its sponsor was Scarborough's stadium, named after the frozen chip company McCain.

Artist impression of the unnamed Swansea stadium
Swansea's new stadium is due to open in August 2005

Bolton Wanderers has the Reebock Stadium, Wigan's football and rugby league clubs play at the JJB Stadium, while Conference side York City recently renamed its ground Kit-Kat Crescent in a 100,000 sponsorship tie-up with a local chocolate manufacturer.

Arsenal's new ground currently under construction in London has been christened the Emirates Stadium after the club's 100m 15-year deal with the airline.

Dr Rory Miller of the Football Industry Group at the University of Liverpool said stadium naming rights were becoming a much more important revenue stream when new grounds were built.

"It really started in the United States and for a long time European Clubs have not been able to get the same sort of revenue," he explained.

"This was partly because the concept of stadium naming rights was not really recognised in Europe.

"In the last two years it has become an important way of financing new stadium."

He said some of the grounds being built for the 2006 World Cup in Germany were being partly financed through sponsorship.

But he said football clubs in the lower leagues in the UK may have difficulty in attracting major sponsorship packages as they did not have the profile and reach of the larger teams.

Fans' swansong to football ground
26 Jan 05 |  South West Wales
Countdown to stadium kick-off
28 Dec 04 |  South West Wales
Stadium beer name claim falls flat
11 Nov 04 |  South West Wales
Fans' petition over stadium name
26 Jul 04 |  South West Wales
Arsenal name new ground
05 Oct 04 |  Arsenal


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