West Ham has suffered a ‘big blow’ after the off-field deal agreed – West Ham will be disappointed to have missed out on a potential stadium naming rights deal with Allianz. That is the view of finance expert Stefan Borson, who exclusively told Football Insider it will have come as a “big blow” for the East Londoners because there aren’t many companies around looking to take on stadium sponsorships.
The London Legacy Development Corporation has previously been criticised for not securing a sponsor for the home of the 2012 Olympic Games.
BBC Sport reported in November last year Allianz was the leading contender to secure the naming rights for the London Stadium and negotiations were at an advanced stage.
But The Times reported on 6 August that Twickenham – the home stadium of England rugby – has now beaten West Ham to a deal with the German insurance provider.
West Ham could face issues landing stadium naming rights deal
Borson suggested it’s unlikely Allianz will look to secure another deal with the Premier League club after already agreeing terms for one London-based stadium.
“I don’t think Allianz are going to take two London stadiums. Their strategy seems to be that they do like naming rights, but they tend to take one stadium per major city.
“If you go around the world, they do have a number of stadiums branded, with Bayern Munich the most famous one.
“I think it will be disappointing for West Ham, but the revenue they would have made after the profit share with the local council would have been pretty small in any event. It wouldn’t move the dial.
General view outside the stadium prior to the UEFA Europa League Round of 16 Leg Two match between West Ham United and Sevilla FC at London Stadium…
“All of these things help, but none of them are huge revenue generators, except for if you can find someone who is going to do a £30-40million a year type deal. “They are few and far between and have only really been done in the US.
“Even City’s deal with Etihad, which is considered one of the most controversial, is nowhere near £30-40million for the stadium.”
