Do Swansea have mega-deal lined up which includes stadium naming rights?
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| Is the Liberty Stadium soon to be renamed? |
Back in 2005, the Swans left their ancestral Vetch Field home to move to a new stadium which would, they hoped, help propel the team in an upward direction through the league system. It worked out pretty darn well, as it goes, and they currently find themselves strutting their stuff in the Premier League; a major cup holder for the first time in their history. This week however, the biggest news was that the Swans were cutting short their current sponsorship deal; which does leave you wondering just what Huw and co have lined up, as they continue to prove themselves canny negotiators.
First, lets have a look at what was already on the table. The stadium naming rights are currently paid for by Liberty Properties, who signed, originally, a five year deal worth £100k a year. Back then that was important money for the Swans. In 2010 they renewed that deal for another five years at the same rate, so that currently runs for another year and a half.
The shirt sponsorship with 32RED was a five year deal worth £1.1million a year, so a bit more cash in the attic there. It started in 2009 so was due to expire at the end of the 2013/2014 season, but evidently the board think they can secure a better deal elsewhere, and with the cash currently kicking around in SA1 who's to say they aren't negotiating a release of the Liberty naming rights - in a bid to land a bumper shirt AND stadium naming rights package? As mentioned in my previous blog, I would hope that if this were the case, it wouldn't be quite simply a case of selling to the highest bidder. No fan would like to see their team sponsored by McDonalds, Tesco or Starbucks, I'm sure, and Swansea fans have, on the whole, appreciated that having a stadium called "The Liberty" is actually rather nice.
As yet no information has left the Swans camp regarding a new sponsor, however given the fiscally prudent approach in evidence over the last decade it's unlikely the Swans have kicked 32RED out of bed without somebody else ready to jump in. The question is who? From the list here, it's evident given the Swans impending European adventure that we could realistically hope to triple the income from our shirt sponsorship, and over five years that would lead to an extra £10million - not an amount to be trifled with! Couple that with the possibility that the Swans have reached an agreement to end the deal with Liberty Properties to seek more lucrative pastures and it could significantly increase sponsorship revenue.
It's already been hinted at by the Swans that any increased revenue will go towards the expansion of the stadium, and the amounts mentioned would cover a massive chunk of this. It really does seem to be an excellent move on the part of the board, and if it is announced that the Swans have signed a new mega-deal with a flashy new sponsor then they must be applauded for continuing to maximise the opportunities the Premier League provides. Since day one they've worked tirelessly for the benefit of Swansea City, and it shows no sign of easing up just yet. Keep up the good work, guys.