News & Events: Blog Articles

November 23, 2009

As couples the world over will recognise the naming of a new arrival is not always the most straight forward affair. 

As it happens I acquired the naming rights to my son due to guessing that my wife would have a little boy.  However there have been a number of naming rights stories in the press recently.  The first I saw was the calamitous renaming of Newcastle United’s stadium in the heart of Newcastle Upon Tyne to become the sportsdirect.com@St James’ Park Stadium.  First thought was I don’t believe it and then I thought Mike Ashley and all then fell into place.  My second thought was is this some kind of wizard accountancy idea to capitalize intangible assets to build up the asset value for the inevitable sale of the club?  If so – wizard breeze eh? 

The second story was another football club this time the Blues – Chelsea. Their Chief Executive Ron Gourlay is saying that they are considering selling the naming rights but as a proviso the name Stamford Bridge must be retained somewhere.  Is this the sportsdirect phenomenon again?  One could have lot of fun thinking up wonderful sponsorship arrangements for Scottish football stadia.  For instance the Sayitwithflowers.com@Love Street,  or MrKiplingsjamtarts.com@Tynecastle or ThorntonsEggs.com@EasterRoad.   Where does it stop (as quickly as possible I hear you say). 

The third story was that Lords was thinking of selling naming rights – a rumour quickly scotched by their Chief Executive speaking on the national institution The Today programme from Australia.  Naming Rights seem to be the in thing now that TV broadcasting rights have gone down the proverbial.   Amazing what intangibles can bring in value when you are hard pressed.