We have 540 venue deals both current and historic in UK sports logged in our platform, and the range is pretty extreme. All the way from the likes of Emirates Stadium which (though partly baked into a $50m front of shirt) stands at $7.5m a year or so. Down to Scottish Champ teams which garner in the region of $85-100k per season for stadium.
There are also big swings in assets - through from full name change (eg DW stadium) to ultimately a deal which provides majority branding in the stadium.
It is probably the fastest growing area in the UK football landscape - with average deals increasing in annual value by 25% over the last 12 months.
Is there a standard % difference in full naming rights to a branding deal? Obviously think it's unlikely we get a full naming deal
Not really. There will be a lot in our favour that regardless of full naming or not, could boost the revenue on tap. Location of the ground, an affluent and business savvy fanbase that is an attraction to a lot of B2B brands who would traditionally look at venue partnerships.
Also bear in mind the potential for stadium partners who, as part of the commercials, offer up services, work and value in kind. Ultimately enhancing the venue that we play at.
Is there a different between a new build and an existing established names stadium? turning the Valley into XYZ Stadium, seems a harder job then say, what Birmingham have done with St Andrews
Not my area at all, but if you look at the club’s sponsors and partners down the years - with the exception of the Woolwich and possibly KRBS - they have tended to be fan owned firms, existing suppliers or brands you have never previously heard of (a number of which quickly disappeared), even in the Premier League.
Even the C&B revenue was held up by the public sector (Thames Gateway bridge inquiry circa 2005, council conference and training events) before austerity kicked in.
Wayne Mumford was tasked with getting a blue chip shirt sponsor in 2020-1 and got nowhere at all, although the circumstances were more difficult. He tried but couldn’t even get a meeting, he told me at the time.
Not my area at all, but if you look at the club’s sponsors and partners down the years - with the exception of the Woolwich and possibly KRBS - they have tended to be fan owned firms, existing suppliers or brands you have never previously heard of (a number of which quickly disappeared), even in the Premier League.
Wayne Mumford was tasked with getting a blue chip shirt sponsor in 2020 and got nowhere at all, although the circumstances were more difficult.
Think this is not just a Charlton thing. Just in the PL Brighton have AMEX but everyone else either has a betting firm or a company we only heard of because of their sponsorship (Fly Emirates, Etihad, Standard Chartered) or in Ipswich's case a wealthy fan.
Not my area at all, but if you look at the club’s sponsors and partners down the years - with the exception of the Woolwich and possibly KRBS - they have tended to be fan owned firms, existing suppliers or brands you have never previously heard of (a number of which quickly disappeared), even in the Premier League.
Wayne Mumford was tasked with getting a blue chip shirt sponsor in 2020 and got nowhere at all, although the circumstances were more difficult.
Think this is not just a Charlton thing. Just in the PL Brighton have AMEX but everyone else either has a betting firm or a company we only heard of because of their sponsorship (Fly Emirates, Etihad, Standard Chartered) or in Ipswich's case a wealthy fan.
I agree re the betting firms, but I don’t think you can say the same of airlines or banks.
Mind you, the spivs thought they could get Aeroflot.
Not my area at all, but if you look at the club’s sponsors and partners down the years - with the exception of the Woolwich and possibly KRBS - they have tended to be fan owned firms, existing suppliers or brands you have never previously heard of (a number of which quickly disappeared), even in the Premier League.
Wayne Mumford was tasked with getting a blue chip shirt sponsor in 2020 and got nowhere at all, although the circumstances were more difficult.
Think this is not just a Charlton thing. Just in the PL Brighton have AMEX but everyone else either has a betting firm or a company we only heard of because of their sponsorship (Fly Emirates, Etihad, Standard Chartered) or in Ipswich's case a wealthy fan.
I agree re the betting firms, but I don’t think you can say the same of airlines or banks.
Mind you, the spivs thought they could get Aeroflot.
Even so that's 4/20 with name recognition, it's pretty low
We have 540 venue deals both current and historic in UK sports logged in our platform, and the range is pretty extreme. All the way from the likes of Emirates Stadium which (though partly baked into a $50m front of shirt) stands at $7.5m a year or so. Down to Scottish Champ teams which garner in the region of $85-100k per season for stadium.
There are also big swings in assets - through from full name change (eg DW stadium) to ultimately a deal which provides majority branding in the stadium.
It is probably the fastest growing area in the UK football landscape - with average deals increasing in annual value by 25% over the last 12 months.
Is there a standard % difference in full naming rights to a branding deal? Obviously think it's unlikely we get a full naming deal
Not really. There will be a lot in our favour that regardless of full naming or not, could boost the revenue on tap. Location of the ground, an affluent and business savvy fanbase that is an attraction to a lot of B2B brands who would traditionally look at venue partnerships.
Also bear in mind the potential for stadium partners who, as part of the commercials, offer up services, work and value in kind. Ultimately enhancing the venue that we play at.
From 2026 Charlton Athletic’s stadium will be known as the ‘Viagra Valley’.
Viagra CEO Eric Shone explains
“As soon as we heard about the opportunity we were very excited. It was really hard to seal the deal. We had to beat off some stiff competition but we were finally able to nail the naming rights. It came as a great relief. From next season everyone at Viagra will be standing proud behind you, the Charlton fans - Up the Addicks !”
Not my area at all, but if you look at the club’s sponsors and partners down the years - with the exception of the Woolwich and possibly KRBS - they have tended to be fan owned firms, existing suppliers or brands you have never previously heard of (a number of which quickly disappeared), even in the Premier League.
Wayne Mumford was tasked with getting a blue chip shirt sponsor in 2020 and got nowhere at all, although the circumstances were more difficult.
Think this is not just a Charlton thing. Just in the PL Brighton have AMEX but everyone else either has a betting firm or a company we only heard of because of their sponsorship (Fly Emirates, Etihad, Standard Chartered) or in Ipswich's case a wealthy fan.
Amex have a huge office in Brighton so it's one that makes a bit of sense. Wonder how much the combined Stadium/Training Ground/Shirt Sponsor deal is worth.
Not my area at all, but if you look at the club’s sponsors and partners down the years - with the exception of the Woolwich and possibly KRBS - they have tended to be fan owned firms, existing suppliers or brands you have never previously heard of (a number of which quickly disappeared), even in the Premier League.
Wayne Mumford was tasked with getting a blue chip shirt sponsor in 2020 and got nowhere at all, although the circumstances were more difficult.
Think this is not just a Charlton thing. Just in the PL Brighton have AMEX but everyone else either has a betting firm or a company we only heard of because of their sponsorship (Fly Emirates, Etihad, Standard Chartered) or in Ipswich's case a wealthy fan.
Amex have a huge office in Brighton so it's one that makes a bit of sense. Wonder how much the combined Stadium/Training Ground/Shirt Sponsor deal is worth.
The Amex deal at Brighton is worth in excess of $10m a year to them. $121m (£100m) over 12 years.
I'm pretty anti. I agree that it works reasonably well with a new-build, for a big club, that attracts a big name, and the Amex at Brighton has synergy, that makes it work. However even that rule isn't universal, just look across the river, they've been trying to flog the naming rights to the Olympic Stadium unsuccessfully for years now. Bear that in mind when you consider the supposed "significant commercial opportunity".
It doesn't work for "storied" old stadia, and you could argue that few are more storied now than The Valley, because it is inseparable from the modern legend of fans standing in an election to bring its club home and help build The Valley into a modern stadium to be proud of (which you still hear TV commentators mentioning, the same TV commentators who may still refer to St James Park if they are covering Newcastle)
I think too that at this level you will only sell naming rights to a company that is relatively clueless about marketing. What as a company do you get for it at this level? You surely get much more brand name visibility from shirt sponsorship. Look at that Orient thing. WTF is that? How does the marketing manager work out the ROI on that? Does a company like that even have a marketing manager who knows how to work out the ROI on different marcomms options? Trust me, that is not as simple as you may suppose.
Any such proposal needs scrutiny, and at an early stage, otherwise it may be an own goal that is not worth the revenue.
As I said above for Charlton and our category of potential sponsors I think it’s more about the potential value of corporate entertainment and associated access that they will use with their own clients and/or staff.
Until we get out of L1 the brand recognition angle is small.
Not my area at all, but if you look at the club’s sponsors and partners down the years - with the exception of the Woolwich and possibly KRBS - they have tended to be fan owned firms, existing suppliers or brands you have never previously heard of (a number of which quickly disappeared), even in the Premier League.
Wayne Mumford was tasked with getting a blue chip shirt sponsor in 2020 and got nowhere at all, although the circumstances were more difficult.
Think this is not just a Charlton thing. Just in the PL Brighton have AMEX but everyone else either has a betting firm or a company we only heard of because of their sponsorship (Fly Emirates, Etihad, Standard Chartered) or in Ipswich's case a wealthy fan.
Amex have a huge office in Brighton so it's one that makes a bit of sense. Wonder how much the combined Stadium/Training Ground/Shirt Sponsor deal is worth.
The Amex deal at Brighton is worth in excess of $10m a year to them. $121m (£100m) over 12 years.
Cheers Bob! That's quite a substantial deal. Will be interesting to see how it pans out when the ban on betting sponsors comes on.
As I said above for Charlton and our category of potential sponsors I think it’s more about the potential value of corporate entertainment and associated access that they will use with their own clients and/or staff.
Until we get out of L1 the brand recognition angle is small.
I've tried to make that angle work financially, but I cannot, can't get anywhere near it. Let's say we are angling for £300k/annum on the basis that Posh get £200k. What company has clients and staff that are gagging to watch Charlton vs Bristol Rovers on a cold Tuesday night, so much so that you'd use £300k per annum from your marcomms budget? You can just cut a deal for hospitality with an exclusive box, if you are sure that such hospitality will benefit your business. But that is nowhere near the deal, or the type of company for which it's worth giving away the Valley name.
Not my area at all, but if you look at the club’s sponsors and partners down the years - with the exception of the Woolwich and possibly KRBS - they have tended to be fan owned firms, existing suppliers or brands you have never previously heard of (a number of which quickly disappeared), even in the Premier League.
Wayne Mumford was tasked with getting a blue chip shirt sponsor in 2020 and got nowhere at all, although the circumstances were more difficult.
Think this is not just a Charlton thing. Just in the PL Brighton have AMEX but everyone else either has a betting firm or a company we only heard of because of their sponsorship (Fly Emirates, Etihad, Standard Chartered) or in Ipswich's case a wealthy fan.
Amex have a huge office in Brighton so it's one that makes a bit of sense. Wonder how much the combined Stadium/Training Ground/Shirt Sponsor deal is worth.
The Amex deal at Brighton is worth in excess of $10m a year to them. $121m (£100m) over 12 years.
Which kind of puts into context "Baronness" Brady's claim that London is asking too much at £4m for an Olympic Stadium deal. The brazen bag of bullshit reckons it's only worth £2m. On that basis she'd probably advise Charlton that our deal would currently be valued at about £20k.
As I said above for Charlton and our category of potential sponsors I think it’s more about the potential value of corporate entertainment and associated access that they will use with their own clients and/or staff.
Until we get out of L1 the brand recognition angle is small.
I've tried to make that angle work financially, but I cannot, can't get anywhere near it. Let's say we are angling for £300k/annum on the basis that Posh get £200k. What company has clients and staff that are gagging to watch Charlton vs Bristol Rovers on a cold Tuesday night, so much so that you'd use £300k per annum from your marcomms budget? You can just cut a deal for hospitality with an exclusive box, if you are sure that such hospitality will benefit your business. But that is nowhere near the deal, or the type of company for which it's worth giving away the Valley name.
We aren’t getting that sum of money.
Make believe to think we are unless a mug punter comes along.
I’m suggesting what the real sales pitch is to a more modest corporate is.
From 2026 Charlton Athletic’s stadium will be known as the ‘Viagra Valley’.
Viagra CEO Eric Shone explains
“As soon as we heard about the opportunity we were very excited. It was really hard to seal the deal. We had to beat off some stiff competition but we were finally able to nail the naming rights. It came as a great relief. From next season everyone at Viagra will be standing proud behind you, the Charlton fans - Up the Addicks !”
I guess if we can't get a blue chip sponsor then a blue pill may have to do.
From 2026 Charlton Athletic’s stadium will be known as the ‘Viagra Valley’.
Viagra CEO Eric Shone explains
“As soon as we heard about the opportunity we were very excited. It was really hard to seal the deal. We had to beat off some stiff competition but we were finally able to nail the naming rights. It came as a great relief. From next season everyone at Viagra will be standing proud behind you, the Charlton fans - Up the Addicks !”
I guess if we can't get a blue chip sponsor than a blue pill may have to do.
From 2026 Charlton Athletic’s stadium will be known as the ‘Viagra Valley’.
Viagra CEO Eric Shone explains
“As soon as we heard about the opportunity we were very excited. It was really hard to seal the deal. We had to beat off some stiff competition but we were finally able to nail the naming rights. It came as a great relief. From next season everyone at Viagra will be standing proud behind you, the Charlton fans - Up the Addicks !”
I guess if we can't get a blue chip sponsor than a blue pill may have to do.
I didn't know they were blue!
Try having sex with the light on so you can better see what you are doing.
Not my area at all, but if you look at the club’s sponsors and partners down the years - with the exception of the Woolwich and possibly KRBS - they have tended to be fan owned firms, existing suppliers or brands you have never previously heard of (a number of which quickly disappeared), even in the Premier League.
Wayne Mumford was tasked with getting a blue chip shirt sponsor in 2020 and got nowhere at all, although the circumstances were more difficult.
Think this is not just a Charlton thing. Just in the PL Brighton have AMEX but everyone else either has a betting firm or a company we only heard of because of their sponsorship (Fly Emirates, Etihad, Standard Chartered) or in Ipswich's case a wealthy fan.
Emirates, Etihad and Standard Chartered were pretty well known before…
From 2026 Charlton Athletic’s stadium will be known as the ‘Viagra Valley’.
Viagra CEO Eric Shone explains
“As soon as we heard about the opportunity we were very excited. It was really hard to seal the deal. We had to beat off some stiff competition but we were finally able to nail the naming rights. It came as a great relief. From next season everyone at Viagra will be standing proud behind you, the Charlton fans - Up the Addicks !”
Additional funds with sponsorship of every home goal scored as well…the Money Shots! 😉
CAST, who were not made aware in advance of the brochure's contents, have been in touch with CAFC on this matter. Chair Gavin Carter has confirmed that any decisions on stadium naming rights would be referred to the newly established Charlton Advisory Board (CAB) for advice. CAST has two seats on the CAB.
From 2026 Charlton Athletic’s stadium will be known as the ‘Viagra Valley’.
Viagra CEO Eric Shone explains
“As soon as we heard about the opportunity we were very excited. It was really hard to seal the deal. We had to beat off some stiff competition but we were finally able to nail the naming rights. It came as a great relief. From next season everyone at Viagra will be standing proud behind you, the Charlton fans - Up the Addicks !”
Comments
Even the C&B revenue was held up by the public sector (Thames Gateway bridge inquiry circa 2005, council conference and training events) before austerity kicked in.
Wayne Mumford was tasked with getting a blue chip shirt sponsor in 2020-1 and got nowhere at all, although the circumstances were more difficult. He tried but couldn’t even get a meeting, he told me at the time.
Mind you, the spivs thought they could get Aeroflot.
“As soon as we heard about the opportunity we were very excited. It was really hard to seal the deal. We had to beat off some stiff competition but we were finally able to nail the naming rights. It came as a great relief. From next season everyone at Viagra will be standing proud behind you, the Charlton fans - Up the Addicks !”
I usually have my keyboard right in front of me so I didn’t need to reach out.
Do you wear a full kit to the matches?
Regards
Rhys
The Amex deal at Brighton is worth in excess of $10m a year to them. $121m (£100m) over 12 years.
It doesn't work for "storied" old stadia, and you could argue that few are more storied now than The Valley, because it is inseparable from the modern legend of fans standing in an election to bring its club home and help build The Valley into a modern stadium to be proud of (which you still hear TV commentators mentioning, the same TV commentators who may still refer to St James Park if they are covering Newcastle)
I think too that at this level you will only sell naming rights to a company that is relatively clueless about marketing. What as a company do you get for it at this level? You surely get much more brand name visibility from shirt sponsorship. Look at that Orient thing. WTF is that? How does the marketing manager work out the ROI on that? Does a company like that even have a marketing manager who knows how to work out the ROI on different marcomms options? Trust me, that is not as simple as you may suppose.
Any such proposal needs scrutiny, and at an early stage, otherwise it may be an own goal that is not worth the revenue.
Cheers Bob! That's quite a substantial deal. Will be interesting to see how it pans out when the ban on betting sponsors comes on.
I think the spivs were hoping to negotiate some sort of reciprocal deal with jaguar Land Rover.
Valley of
#I'llnevermakethestage
sales pitch is to a more modest corporate is.
Additional funds with sponsorship of every home goal scored as well…the Money Shots! 😉