Naming rights specialist SPORT+MARKT, using the same evaluation model that was successfully used in evaluating the naming rights to the new Allianz Arena in Munich, estimates that the North London club could aim for a fee of close to £5m a year, putting it up alongside the Allianz Arena in value.
Andrew Walsh, of SPORT+MARKT, said: “Firstly, our research has shown that Arsenal has through regular participation in the UEFA Champions League built up a fan base of over 11m in the key five EU countries (UK, France, Germany, Italy and Spain) alone, not to mention those beyond.
“All of these fans will represent a target group for the eventual sponsor. Secondly, the size and location of the stadium close to central London adds a sense of glamour and
ultimately value to any association with the stadium and club.
"Stadium naming rights in the UK have hitherto been undervalued as a marketing tool for brands to cut through the clutter of traditional sports sponsorship and classical advertising.”
The largest deal in the UK is the recent deal struck by Jaguar Cars for the new Coventry Arena, at a reported £7m over 12 years.
In Germany, the only market in Europe where naming rights has developed, the Allianz deal is reportedly worth £60m over 15 years, while small football clubs are selling naming rights for around £3m over five years.
