Sunderland admitt Stadium of Light could be sponsored

Mar 17 2010 by Luke Edwards, The Journal

SUNDERLAND chief executive Steve Walton has admitted the club would consider selling sponsorship rights for the Stadium of Light.

The Black Cats have been approached in the past about changing the name of the stadium but have not felt comfortable with the proposals. But Walton, who has had a big influence on the business since taking the job 12 months ago, insisted it is not something they can afford to rule out in the future.

Indeed, given the name of the ground, Walton admitted the prospect of selling naming rights to a power company was an alluring one.

He said: “The naming rights issue is an extremely emotive thing and it would only be done if it was completely right for the business.

“We’d only do it if it worked and didn’t take anything away. There have been a couple of things in that kind of area we have been looking at.

“It doesn’t necessarily carry the same emotion (as other clubs) because it’s a relatively new stadium, it’s only 12 years old. If it was, say, ‘The Stadium of Light, powered by somebody or other’, and the money was right, we might well do something like that.”

With a sponsorship deal with Irish bookmakers Boylesports

due to expire at the end of the season, Walton has also been charged with trying to thrash out the best possible agreement with new sponsors.

The Journal understands this deal could include a stadium naming clause, although nothing has been agreed at this stage.

“I’ve spoken to the chief executive of Boylesports recently, and Boylesports would prefer it if we found somebody else,” explained chairman Niall Quinn.

“Their business has changed and they’re going to go completely online with their advertising and PR. They’re also feeling the pinch like the rest of Ireland.