Arsenal, which is actively targeting a naming rights partner for its new 60,000 capacity stadium, commissioned the research to explore the effect of corporate sponsorship and stadium naming by canvassing the opinions of fans of Bolton Wanderers and Hamburg SV, in a series of focus groups, on the sponsors of their stadia - Reebok and AOL respectively.
The study, which was carried out by independent research companies SPA and Connexus PreciSion, conveyed that fans feel a particular loyalty to the stadium sponsor, viewing the respective company as being ‘bound into the fabric of the club as a true partner’.
The research claims supporters perceive the sponsor as highly committed to the club’s long-term future prospects and therefore an ‘integral part of the club, all it stands for and the surrounding local community’.
Cynics could suggest the findings of the report will do much to support Arsenal's plans for a naming sponsor of its new stadium - and go someway towards obscuring the arguments of traditionalists who are opposed to the move.
Yet it comes at a time when the naming rights concept is gathering support in the UK, with a number of clubs considering securing a naming partner.
Said Alastair Macdonald, group managing director at Connexus: “Our research clearly shows the benefits of stadium sponsorship for both the club and prospective sponsors. Arsenal can be reassured by this research, as it shows that key stakeholders are genuinely enthusiastic about the depth of commitment and financial support that this form of sponsorship can bring. Prospective naming rights partners for Arsenal’s new stadium will not only reap the benefits of this high profile branding opportunity, but can also enjoy a positive and productive long term relationship with the Club and its supporters.”
Added Adrian Ford, Arsenal’s commercial director: “The opportunity of becoming the naming rights partner for our new stadium has already generated strong interest from a number of sectors, including telecommunications, energy supply, soft drinks, consumer electronics and financial services. It is evident that any prospective new naming rights partner would be able to exploit a unique international marketing proposition. However, what this recent research also indicates is that football supporters have embraced a naming rights partner to their club, something which we are confident that Arsenal supporters will also do.”
In April, new research published by sport communication research specialist Sport+Markt revealed stadium naming rights sponsorship was achieving a ‘positive impact’ in the UK and Germany.
German soccer fans in particular, it said, were embracing the notion of commercial stadium names – and showing impressive recall when quizzed.
