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FA may explore possible Wembley sponsorship
The Football Association is seeking sponsorship for Wembley in a new commercial package, but is wary of this being interpreted as 'naming rights' for the iconic stadium.
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Wembley Stadium: Centrepiece of the bid
The FA might name certain stands with a sponsor's name but would have to seek permission from Sport England for a total re-name of Wembley, which in any case is not on the FA's official agenda.
However, the FA need to utilise the name of Wembley to attract a new sponsor and much-needed new revenue.
ESPN Soccernet has learned that the feasibility of linking aspects of stadium or its stands to a sponsor's name will be considered, but as yet no decision has been made about how best to link a commercial deal to Wembley.
However, the FA will only sanction sponsorship links with Wembley if a suitable format can be identified that would not detract from the national stadium retaining its dominance over any sponsor's name.
Unlike the way the issue was handled at Newcastle United, and the infamous sportsdirect.com@St James' Park Stadium, the FA would only sanction commercial/sponsorship links to Wembley under the correct circumstances, and following consultation with supporters' groups and the general public.
In addition, the price would need to be high to consider branding Wembley, so it will not be easy to find the appropriate partner willing to allow Wembley to retain its name at the forefront of any sponsor's brand.
The FA had similar pangs of conscience when it came to selling sponsorship for the FA Cup. It was resisted, but the FA finally relented on the condition that the sponsor's name followed the FA Cup title rather than coming before it. E.On are the latest sponsors but have declined to renew their contract, so the FA is seeking a new branding partner for the cup.
Wembley has proved to be a financial burden on the FA's resources, and it makes sense to embark on a feasibility study about the stadium's sponsorship prospects, which could fetch a premium price, depending on how it is structured.
It may be that the FA sells the Wembley rights and FA Cup rights to the same sponsor with the edict that both FA properties retain their original characteristics.
An FA insider told ESPN Soccernet: "There are three or four stadia in this country that are sacrosanct: Lord's, Wimbledon and most certainly Wembley, and maybe even Twickenham.
"Naming rights for Wembley is guaranteed to raise passions as Wembley is so highly symbolic of the national game, so it wouldn't be easy to achieve unless we came up with a suitable formula.
"Maybe the solution is to name certain parts of the ground, a stand for example, while retaining Wembley's name and its tradition. We shall have to look at what's possible."
It was reported this week that Lord's would consider naming rights, but this was quickly denied by the MCC.
The FA might even conduct market research into what the public might think, and how any sponsorship could be worded so it does not offend football supporters from all over the country. Such interaction with the fans and other stakeholders in the game will be seen as the FA trying to treat the history of Wembley with the kind of respect it deserves.
Mike Ashley clearly alienated the Newcastle fanbase even before he came up with his naming rights for St James' Park. Yet Highbury has become Emirates Stadium, albeit with a short move from its roots, while there was little to no outrage when Spurs announced they are seeking naming rights for White Hart Lane.
Chelsea also announced they would consider naming rights to Stamford Bridge, within days of Newcastle, but did not attract the same objections from their fans.
• ESPN Soccernet are canvassing our readers to see what sponsorship format they would deem to be acceptable. Equally, you might think that the idea of naming rights is totally unacceptable whatever the format. Perhaps the naming of each stand would be a compromise. We welcome your suggestions.
