By Matt Scott
February 26 – Spain’s three leading clubs are exploring major naming-rights partnerships to support their new-stadium construction projects, according to the sponsorship agency Euromericas Sport Marketing.
Atlético Madrid are the latest club said to be holding talks over a sponsorship deal for their new 70,000-seat stadium in the east of the Spanish capital. The Spanish press has quoted the agency’s claim that preliminary contracts worth €115 million have already been signed with Etihad Airways.
The 10-year deal would not be the first for the airline, which already owns title-sponsorship rights to Manchester City’s ground. The news follows reports from the same agency last month that Real Madrid are seeking similar funding for their new stadium. Real Madrid singed a new shirt sponsorship deal with Emirates in May last year, reportedly worth €120 million.
The Spanish league leaders are building a €450 million stadium that has attracted the interest of one of the biggest brands in the world, the agency claims. Coca-Cola is prepared to offer €80 million a year to the nine-times European champions for the right to be the title sponsor of the new venue.
In December Barcelona’s vice-president Javier Faus explained the Catalan club had no intention of selling full-title naming rights to its 105,000-seat refurbishment of the Camp Nou stadium. “The majority of the board does not want to completely sell the naming rights of the stadium,” he said.
However Euromericas was quoted in the Spanish press a few weeks later claiming Qatar Airways, already the club’s shirt sponsor, is due to extend its partnership to the stadium. It said the airline had offered €350 million for the naming rights over 30 years.
None of the clubs in question has commented on the reports.
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