What’s in a name?
ByRecently, I was having a discussion with some folks about the scourge of ‘Self help’ books out there – you know the kind of book that has some dodgy chap smiling on the cover and is only read by folks in airport lounges. Just to underline my disdain for this money making scam targeted at depressed folks, I suggested that reading the match day programme at the Emirates stadium was a better bet than reading one of these self help motivational (NOT) books.
This lead to another equally animated discussion as to whether I should have referred to our stadium as The Emirates, or whether it should be Ashburton Grove, or as UEFA simplistically refers to it on official Champions League literature, The Arsenal Stadium.
The fact that Arsenal’s stadium bears the name of a flagship airline from the Gulf region is a sensitive subject for many Arsenal fans. This is one of them topics that won’t go away, especially when some supporters feel strongly about ’selling our soul’ down the river.
The fact of the matter is that the name Emirates is firmly engraved onto every available space Islington council will allow in and around the stadium. The name will remain with us so long as a legally binding agreement is in place for sponsorship from Emirates Airlines. Besides, we needed their sponsorship when looking for money to finish building our new stadium and they were kind enough to front load their cash for this purpose knowing well they had the upper hand on this one.
Stadium sponsorships are not a new thing. Bolton Wanderers have the name Reebok bolted on their stadium and Wigan Athletic until last season had their owner’s JJB Sports enterprise name all over the stadium. Newcastle United has also named St. James’ Park into some dot com-esque style of SportsDirect@St. James’ Park (I know, I know – even I was like WTF!)
For a very long time, it seemed that the well of mega bucks flowing in and out of the Premiership will never end. Of course, some elements in football thought the game had some sort of immunity or special dispensation when it came to being affected by the downturn in the global economy. The truth is that few clubs, Arsenal being one of them, actually turn a tidy profit. Most are run on debt or in some cases, are run on borrowed fuel.
But the financial demons are catching up with many a club as those who shook hands with the devil and plunged themselves into unmanageable debt are finding that the devil is doing his collection rounds. Borrowing to pay up is no longer a viable option and the saving grace seems to be a mission to the middle east by a club delegation to seek some rich oil merchant looking for a play toy.
Since this stadium naming thing seems to work well for a very high profile club like Arsenal, I guess folks are now thinking – “actually, selling the naming rights to stadiums is a money spinner and can bail us out”.
Chelsea and Liverpool are two very high profile clubs currently considering selling their naming rights. They’re actively and seriously seeking sponsorship for £250 million and £150 million respectively to raise enough money to keep the clubs running in the black. Selling of stadium naming rights is about to become the new fashion trend in football.
However, there’s the balance between pissing off the main core of your supporters by selling your soul and making a business decision that will buy you time before the devil knocks on your door to shake your hand and collect his lot.
Fans will realise that they have to leave the Neolithic age of football and move into the 21st century where everything has a price.
Tue 13th September 2011; 19:45, Dortmund
What’s in a name Darius?
I find myself using “Emirates” because it is an easy word to say.
Time has long since passed from the time “JVC” appeared on our shirts & shock horror advertising appeared at “Arsenal Stadium”, a name rarely used because everyone called it “Highbury”.
That happened, in the early ’80s, out of the necessities of the time. Different times, different necessities !!
I didn’t particularly like the idea of it then but do you know, I soon realised that it made absolutely no difference to whether I enjoyed my football or not (not being appropriate then,at the peak of the post Brady depression).
The caveat I would put on it though would be that the sponsor should not be an entity that we would be ashamed of.
I like the blog. I hope it will be successful for you.
It’s all the modern way to do business and the traditionalists just have to surrender. No need naming a stadium after a legend ala Santiago Bernabeu when you can easily call it the Bwin Stadium for a lot more cash.
But some ridiculous happenings such as the ones at St. James Park make you wonder, what next? Naming Rights Stadium? Oh wait, Spurs already did that! Chelsea seems destined to rival the Emirates with their version of The Samsung Stadium.
Samsung? And people say it aint over until the fat lady sings.
I agree with Flint. That caveat has to be there. No silly names, no silly products.
Flint. Thanks for visiting Stone Cold Arsenal and I’m glad you enjoy the blog.
I suppose when advertising and shirt sponsorship started creeping into football years ago, some traditionalists must have been mortified, but in this day and age, you’d actually be shocked for a top flight club not to have a name on their shirts. It’s a sign of the times that has long surpassed the initial shock.
The Emirates does roll off the tongue slightly better than Ashburton Grove I guess – but these are the modern times in football.
Having a reputable sponsor is a paramount consideration I agree.
Bertil, traditionalist will inevitably be overtaken by generations who are more accepting of the signs of the time in question I guess. I would be surprised if other teams don’t sell out their naming rights – its a money spinner.
Arsenal were in a different situation in that we were moving home to a new stadium so a name change seemed logical. I think it would have been different if Highbury had been rechristened as The Emirates.
Let’s look out for the Samsung Stadium – and I bet you that if Carlsberg made stadiums, then Anfield would be the best stadium in the world. It’s a good thing they stuck to lager.
Good article Darius…
I don’t think anyone loved the fact, at first, they our new stadium is going to be called Emirates. But as proven over time, it had been a good decision for the club to do so. And like almost all of Wenger’s doings, everyone will now follow our lead.
I do agree too though that it is a very sensitive subject. Naming a stadium Samsung will be quite an amusement.
PS: good article on Cultured left foot mate, a lot of things that I always wanted to say!
Wherever Arsenal leeds, others follow. That will continue till another decade.