Filed: Wednesday, 5th April 2017
By: Staff Writer
It was revealed last night that the Olympic Stadium owners are close to agreeing a £20million naming rights deal with telecommunications giant Vodafone.
However West Ham United are unlikely to see a penny of it due to the standing agreement with the LLDC, which entitles the owners to the first £4million per annum of any rights deal for the stadium.
In order to put the deal in context, we took a look at the rest of the Premier League to see how the proposed Vodafone arrangement compares with existing rights deals.
Whilst clubs such as Manchester United and West Bromwich Albion are happy with their traditional ground names, most clubs that have moved to new grounds in recent years have arranged naming rights deals.
And although some clubs (eg Hull and Bournemouth) have kept the terms of their particular deals confidential, most have been happy to publish financial details of their arrangements.
As you can see from our list below, the LLDC's arrangement with Vodafone is dwarfed by the likes of Arsenal's (£30million p/a) and Manchester City's - whilst even Stoke City are considerably better off, following their recent deal with bookies Bet365.
The Premier League: My Rights Versus Yours
Arsenal: First agreed a £100million deal with Emirates Airlines in 2004, guaranteeing naming rights for 15 years (now extended to 2028) worth in the region of £3million per season. Most recent package worth £150million (£30million per year), signed in 2012.
Bournemouth: The club signed a three-year (confidential) deal with medical insurance business Vitality in 2015 which saw Dean Court renamed as the Vitality Stadium. It has previously been known as the Seward Stadium and Goldsands Stadium.
Burnley: No stadium deal but the club's redeveoped Gawthorpe training ground will be known as The Barnfield Training Centre until 2020, following a deal struck in 2015 with Barnfield Construction Ltd who paid the bulk of the £10million costs.
Chelsea: No deal presently but seeking interested parties for new Stamford Bridge in 2020.
Crystal Palace: Signed a unique (and confidential) 2013 deal with 12BET which saw the gambling firm sponsor the stadium but not change the name. There are no plans currently in place to offer naming rights.
Everton: No deal in place for Goodison Park but the club's Halewood training ground is now known as USM Finch Farm following a five-year, January deal with Russian firm USM Holdings. Chief Exec Robert Elstone recently confirmed the joint deal (to include shirt sponsorship) is worth £75million (£15million p/a).
Hull City: The KC Stadium was renamed the KCOM Stadium ahead of the current season after the main sponsors rebranded in 2016. The intricacies of the original deal have never been revealed, although a 15-year extention was confirmed in 2010.
Leicester City: Initially signed a deal with King Power in 2011, however a deal with the Trestellar Ltd in 2014 - which saw annual income jump to £16million after the company bought marketing rights from Leicester before selling them back to the owners - was investigated last year.
Liverpool: Owners Fenway Sports seeking a deal worth in the region of £90million for new main stand at Anfield, worth £7-9million per year.
Manchester City: Signed a £400million, 10-year deal with Etihad Airways in 2011 to cover naming rights and shirt sponsorship.
Manchester Utd: The Glazier family, who own the club ruled out a naming rights deal in 2015 despite. However sponsorship deals with Adidas (£75million p/a) and Chevrolet (£53million p/y) have helped soften the blow.
Middlesbrough: Agreed a (confidential) deal for the Riverside's South Stand only with 888Sport in 2015.
Southampton: Initially known as 'The Friends Provident St Mary's Stadium' when first opened in 2001 but no stadium sponsor at present. Recently signed a shirt deal with Virgin worth circa £8million p/a.
Stoke City: Entered a six-year agreement to rename their ground the Bet365 Stadium in 2016, worth £8million p/a. This included a shirt sponsorship deal, worth £3million p/a.
Sunderland: The club widely considered selling naming rights for the Stadium of Light in 2010 but nothing came to fruition.
Swansea City: Initially entered a deal with Liberty in 2011. Currently seeking new deal with stadium owners Swansea Council that would allow them to arrange their own rights deals and have a greater say in how the stadium is run.
Tottenham: As per Chelsea. Reports of club seeking £400million naming rights deal (no takers at present) for the New White Hart Lane.
Watford: No deal in place but did sell naming rights to one stand (Vicarage Road End stand) for £30,000 in 2009 prior to returning to the Premier League.
West Bromwich Albion: "Naming rights in not an option as we value our 115-year link to The Hawthorns name," said George Harborne, Albion's 'Head of Partnerships' in April 2015.
West Ham United: The LLDC, who control the Olympic Stadium are close to agreeing a £20million, six year deal for the Stratford stadium- of which West Ham will not see a single penny.
OS set for naming rights deal [4th Apr 2017]
Capacity extension delayed until 2017? [5th Nov 2016]
Stadium sponsor pull the plug [28th Oct 2016]
Noble , Oxford, Bilic & Moore: Friday's news [29th Jul 2016]
Watford, Sullivan, Bilic & Cresswell: Wednesday's news [20th Apr 2016]
The Olympic Stadium deal - in full [14th Apr 2016]
LLDC release fresh OS contract details [21st Oct 2015]
West Ham release BBC statement [6th Aug 2015]
Fans' forum round-up [11th Dec 2013]
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