March 4, 2021

Anoeta changes its name, how much does the "naming" of a stadium in Europe cost?

Modern football is no longer just having changed the boiler of Atocha, by the cold and with Anoeta athletics track. Now Anoeta is history, at least its name, and will be renamed Reale Seguros Stadium.

Gradually Spain is falling into the practice of "naming" of its stadiums. The clubs try to take advantage of everything they can and if changing the name of their stadium for a few years brings several million, well welcome. Reale Seguros becomes the first insurer to put its name in a First Division stadium and the Royal Society will receive for it six million euros in six seasons (one million per year).

England and Germany have been living in the world of "naming" for years. A world in which the stadiums have no name of neighborhoods but of important multinational companies. While the German country sponsorships usually have some type of connection with the team area, especially car brands, in Britain it is not.

In Germany, big clubs play at Allianz Arena, Signal Iduna Park, BayArena or Veltins. Bayern Munich receives eight million euros by the insurer, the most lucrative contract in Germany.

In England there was one of the first cases of "naming" with the Bolton and the sports brand Reebok. But today Arsenal and its Emirates Stadium (The Arab airline paid 150 million euros for 15 years of naming, that is 10 million a year) and Manchester City with the new Etihad (The Arab airline paid 170 million for 10 years, that is 17 million per season) are the two clubs that enter the Premier League for the sponsorship of their stadium.

In Spain it is not a very common practice, and began only with associations based on geographical proximity. Thus the Sadar was renamed Reyno de Navarra (what he brought to the club around 1.5 million euros per year by the Navarrese government). Mallorca also renamed its stadium for Iberostar and, although it is not exactly "naming" the Madrigal del Villarreal was renamed Ceramics Stadium and the president of the yellow submarine said that companies in the area could leave up to 3.5 million a year promoting

But the two most famous cases in Spain are those of the Wanda Metropolitano, which leaves the coffers of Atlético de Madrid 10 million euros per season and the new Espanyol stadium which is currently called RCDE Stadium but which began its journey as Cornellá el Prat and closed an agreement with Power8 for 5.5 million It broke when the company went into liquidation.

. (tagsToTranslate) football

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