Who would have thought a simple name change could cause such a rumpus? St James’ Park, more a cathedral to the Geordie Nation then a stadium, has been given the catchy title by its beleaguered owner of ’sportsdirect.com@St James’ Park’. Cue much uproar across the media and more importantly among the fans.

However, rather then add to the derision already rightly poured on this bizarre move, we think there could be an opportunity for a canny brand here. Any brand in sponsorship is fundamentally looking to engage, not alienate, fans and this naming rights debacle actually offers up a unique opportunity.

The answer is simple – try and strike a short term deal with the Newcastle United commercial team, buy the naming rights for the rest of the season and call it – this is the simple bit – ‘St James’ Park’.

In other words, give it back to fans: they’ll love you forever and no doubt you’ll get more than a few column inches to boot – for the first naming rights deal to get rid of the brand name.

By Dominic Curran on November 17th, 2009

Tags: Communications, Football, Football Sponsorship, Naming Rights, Newcastle United, Public relations

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With AIG, shirt sponsors of Manchester United, now having followed Northern Rock, shirt sponsors of Newcastle United, into nationalisation, it occurred to me that the sponsors’ lounge at the next Toon versus Reds match could bring a whole new meaning to the term Premier League. Because, of course, the effective heads of the teams’ two sponsors are now the Premiers of the US and UK.

But who’ll be in those respective hot seats come next March? Over there, will it be John McCain or Barack Obama. Over here, will Gordon Brown still be around? And whoever it is, will they use the occasion for a pow-wow at St James’ on Wednesday March 4? Lovely thought, but somehow I doubt it.

Maybe Gordon could send noted Toon Army member Tony Blair – remember him? – to deputise…

By Tim Crow on September 18th, 2008

Tags: Barclays Premier League, Brand marketing, Default, Football, Football Sponsorship, Manchester United, Newcastle United, Public relations, Sponsorship, Sponsorship consultancy, Sponsorship consultants

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