Magazine article Marketing

Redesigned Wembley in Search for Sponsors

Magazine article Marketing

Redesigned Wembley in Search for Sponsors

Article excerpt

The Football Association's commercial partners, such as Carlsberg and Pepsi, will have to brave the open market if they want to sponsor the new Wembley Stadium, paving the way for competitive brands to have a simultaneous presence at England's rebuilt home.

Wembley National Stadium, the company that owns the site and is overseeing the pounds 750m project, has kicked off the hunt for four 'founding partners' and a second tier of official suppliers.

Wembley's marketing and communications director, Jonathan Hill, who joined from IMG at the start of the year, is looking for firms from the beer, soft drink, media and telecoms industries to form the core group of partners.

Other categories will also be considered for the deals, expected to cost at least pounds 6m for packages lasting until 2010.

The FA Partners programme, which offers marketing access to properties such as the England team and FA Cup, includes agreements with Carlsberg and Pepsi until summer 2006.

Although the stadium is not due to reopen until about the same time, Wembley's freedom to negotiate its own deals could result in pouring rights being snapped up by rival brands, creating a conflict between perimeter hoardings and branding elsewhere in the stadium at FA events. …

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