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Sponsorship in Sport: A Waste of Space?

What's it worth?

Got a spare quarter of a mill? Able to spend that every season? Why not sponsor a stadium?

The value of the naming rights at a new stadium varies according to the sport and club or organisation. Swansea City, who play in the Coca Cola League Two are expecting to earn £250K per year in naming rights. Whether you feel this delivers value to the sponsor depends on how much you think the following package is worth. Here's what you'll get for your money at Swansea City FC:

• On-stadium branding
• On-pitch advertising
• Access to stadium hospitality and conferencing suites
• Corporate box facility
• Complimentary tickets
• Free billboard advertising
• Roadside signage

All this for quarter of a mill per year? How about the numbers of people who may be targeted by the new stadium's sponsor?

• 20,200 capacity
• Home to Swansea City FC, currently 5th in League 2
• Dual purpose football rugby stadium
• The 'Swans' will share it with the city's rugby union side, the Ospreys
• Stadium also to host music events, with a 30,000 capacity at these times
• Conferencing facilities for 1000 guests
• 29 corporate hospitality boxes

Compare the naming rights package at Swansea City FC and its value to that of the new Arsenal stadium: the Emirates.

• 60,000 capacity
• Naming rights sold for £100 million to Emirates airlines
• Company has rights for fifteen years
• Company also becomes Arsenal's main shirt sponsor for next 8 years
• Stadium to have 150 corporate hospitality boxes

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