Premier League stadium naming rights market valued at £136m
Manchester United’s Old Trafford stadium has the highest value naming rights in the Premier League, a new study has claimed.
The club could generate an extra £26.2 million ($36.4 million) a year in commercial revenue if it rebranded the ground with the name of a sponsor, according to financial advisory firm Duff and Phelps.
Manchester United have previously ruled out selling the naming rights to historic Old Trafford (pictured), which, with a capacity of 75,000, is the largest club ground in the UK.
Last week, Manchester United posted revenues of £163.9 million for the final three months of 2017, an increase of 3.8 per cent on the previous year, although operating profits were down 23 per cent to £28.7 million.
The report authors calculate that the naming rights market in the Premier League is now worth £135.6 million, up 80 per cent from £74.6 million in 2013.
United’s local rivals Manchester City are second in the list, with their naming rights valued at £19.1 million per year for the purposes of the study.
The runaway Premier League leaders do have a stadium sponsor in Etihad, the Abu Dhabi-based airline, in a long-term deal reported to be worth £400 million that also includes the team’s shirts and training complex.
The other clubs to figure prominently in the naming rights value study are Chelsea (£17.7 million per year), Tottenham Hotspur (£15.5 million), Arsenal (£15.3 million) and Liverpool (£11.1 million), while Huddersfield Town (£300,000) are bottom of the 20 teams.
Of these clubs, only Arsenal, with Emirates Airline, have a stadium naming rights deal, but both Chelsea, which are planning to redevelop their Stamford Bridge home, and Tottenham, which are moving to a new stadium later this year, have been in the market for one.
Trevor Birch, the head of UK Sports at Duff and Phelps and the former chief executive of Chelsea, said: “Although the UK hasn’t embraced stadium naming rights as enthusiastically as the United States, its potential to become an important revenue stream is highlighted by these figures.
“Clubs are continually looking at ways to generate extra value, and given the gilt-edged international demand for the Premier League TV rights, we may be entering a period where we start to see clubs monetising their stadium rights. This is potentially a huge opportunity for clubs.”
In addition to Manchester City and Arsenal, the Premier League clubs with existing stadium naming rights deals are Bournemouth, Brighton and Hove Albion, Huddersfield Town, Leicester City, Stoke City and Swansea City.