Stadium sponsor pull the plug

  • by Staff Writer
  • Friday, 28th October 2016

There was more bad news for West Ham this morning when it was revealed tech company The Mahindra Group will not be sponsoring the Olympic Stadium after they pulled out of the race to land naming rights.

The Indian multinational has been cited as a potential principal sponsor since last summer when their interest in taking up naming rights for the stadium as part of a multi-million-pound deal was first revealed.

However the Telegraph claim this morning that Mahindra have allowed a 'period of exclusivity' to expire after they failed to meet stadium owners' E20's (disclosed) asking price - and have no intention of returning with a higher bid.

According to marketing expert Tim Crow, who is quoted in the Telegraph's article, part of the problem is that the sponsorship deal would have included West Ham games only.

Next summer's Athletics World Championships, for example, is one of many 'unbranded' events planned for the OS in the near future.

"If you look at the stadiums that have staged Olympics in the last 50 years, lasting - or, indeed, any - naming-rights sponsorship is like a unicorn," he said. "The Olympic Stadium, you wouldn't say it's been chock-full of content since the Games, so that makes a key difference. Effectively, you're just becoming a sponsor of West Ham."

The Mahindra Group is an Indian multinational conglomerate based in Mumbai, India, with operations in over 100 countries around the globe. It was expected that a naming rights deal - worth around ?6million per season - would be announced by April, although that was delayed.

Supermarket chain Tesco were also rumoured to be interested in securing naming rights for the Olympic Stadium, although the link was later denied.

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