Stadium finally set for naming rights partner?

  • by Staff Writer
  • Thursday, 16th November 2023

The seven-year search for a naming rights partner for the London Olympic Stadium could finally be coming to an end.

German insurance and financial services giant Allianz are reported to be in pole position to secure a long-term agreement for the Stratford-based arena.

However Stage Front, an American-based ticketing firm are also rumoured to be ready to match any offer.

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According to SportBusiness, the German company are already at an advanced stage of negotiations with the stadium owners - all of which means West Ham could shortly become the second major club to play at the Allianz Arena, following Bundesliga giants Bayern Munich.

The inability to find a suitable naming rights partner has been a constant embarrassment for the stadium owners and West Ham United FC.

In October 2016, Indian tech company The Mahindra Group confirmed they had pulled out of the race to become the stadium sponsor.

Back in November 2017, more than a year after West Ham had officially moved to Stratford, then LLDC Chief Executive David Goldstein admitted that the group were not "actively marketing the venue" - even though he admitted that the group hoped a partner would be found before the end of the 2017/18 season.

And in September 2018, West Ham revealed through a club statement that the LLDC had declined the club's offer to assist with the attempts to find a suitable partner.

However the LLDC's Lyn Garner revealed during a meeting in March of this year how the group were close to agreeing naming rights for the arena.

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