What's in a name? Lots of potential damage seemingly.I was planning to write a follow up to my previous piece on why Mike Ashley’s “rebranding” of St James’ Park was ill conceived from the very start and doomed to fail.
In it I was going to outline how the value of Newcastle United’s brand has been damaged so much by this that it will lose far more in the long term that the minimal amount gained through selling the stadium’s naming rights. Going on similar deals on considerably less problematic new build stadiums, this amount will be nowhere near the £8-10 million foolishly quoted in public by Derek Llambias in an interview with BBC Radio Newcastle. Going on similar examples such as Arsenal’s Emirates Studium and Borussia Dortmund’s Signal Iduna Park, it will be more like a third to a half of that sum unless a shirt deal is also included and even then, the price is still somewhat ambitious.
As most of you will know, current shirt sponsors, Northern Rock, recently pulled out of their recent rather meagre £2 million per annum shirt sponsorship deal, and it has even been suggested that the furore over the Ashley’s second attempt at a stadium rebrand will jeopardise this sponsorship, as potential sponsors distance themselves from this now toxic brand. As I mentioned in my previous piece on the subject the offer has been almost universally derided by the people in the sponsorship industry who advise corporations on the efficacy of such deals, with one exception, from someone called Jonathon Gabay, who was reported as being an “unofficial consultant” to the club on the renaming issue. (more…)
It's St James' Park!To say there’s been some opposition to Mike Ashley’s rehash of his previously botched plan to sell the St James’ Park naming rights would be an understatement.
However as more details have emerged it’s become ever more obvious that this 2.0 version is scarcely better than the previous one, and it seems more than likely that the club will once again end up with the worst of both worlds, a cheap tacky stadium with an awful name and nothing whatsoever to show for it.
Referring to sponsorship consultant Tim Crow’s “Six golden rules” of stadium naming rights, quotes from experts from the world of sports sponsorship about the naming rights offer, and some of my own personal thoughts, I will attempt to outline some of the reasons even this revamped naming rights offer will have scant chance of success.
Let’s begin with golden rule number one:
1. The stadium must have only one short name. If there are two names, one of which is the sponsor’s, guess which one the media, and the fans, will edit out? ‘The Reebok Stadium’ works: so does ‘The Emirates’. Conversely, horrors like ‘Sports Direct.com@St James’ Park’ always quite deservedly bomb.”(more…)
Mike Ashley: Has he lost all credibility now?After the uproar of the announcement this morning and much discussion with the lads at work, I’ve come to the feeling that Ashley has completely lost any trust that he has managed to claw back over the past few months.
As a previous nufcblog.org article has already pointed out, Derek Llambias has previously gone on record and stated that the St James Park would never be dropped from our grounds name. Bet he regrets putting that comment in the press now.
I honestly think the timing of this announcement is terrible. Newcastle are finally getting themselves back onto an even keel, why risk upsetting the apple cart?
I’m also none too impressed about the way he has suckered people into committing themselves to additional cheap season tickets, and then made the announcement about changing the name. He knows people have paid good money to be there, so there won’t be any risk of financial loss by mass walkouts. I’m sure there will be a few belated protests, but to be honest it’s not going to change anything. (more…)
Mike Ashley: Shrewd? Or just plain lucky?I think I am more upset that I’m not as upset as the majority of fans are about the nasty re branding of St James Park.
I was surprised to see the new name as I thought it was going to be blah blah blah @ St James Park, but we all knew this was on the cards and I’m afraid it’s a fact of modern day business winning over football tradition.
Unfortunately the stadium rights are there to be sold and its now a complete package that basically says your name on the roofs, on the inside, on the outside and on the name for the right price (I’m so pleased Ashley doesn’t own Kit Kat as well!) I am gutted but that dominant, mighty fortress and jewel in the Geordie crown will always be St James’s Park to me and I’m sure I’m not alone in thinking this.
What interests me more is that this seems like Mike Ashley has thought about what hes doing first and finally has a strategy in place for Newcastle United football club. Most entrepreneur’s like him are years in advance when it comes to business strategy and with the timing and leaking of this with things the way they are makes sense as it will probably all have died down come the Manchester City game? It also asks the question do we have a long term plan in place, ie buying cheap players with something to prove, no big contracts, selling players at the right time etc… (more…)
Derek Llambias: Absolutely full of it.With the news that Newcastle United will be changing it’s name to “Sports Direct @ St James’ Park”, the Managing Director of the club, Derek Llambias, has sought to reassure fans that the St James’ Park name would remain so long as he and current owner, Mike Ashley “reigned” at the club.
Firstly though, he told BBC Radio Newcastle about how this would be a “showcase” to lure prospective outside sponsors would would bring much needed revenue into the club saying:
“We will showcase Sports Direct until the end of the season,” then adding:
“I’m sure we’re going to get a sponsor in for next season.”
When asked if the name “St James’ Park” would always remain, Llambias then reassured fans by responding:
“Absolutely. In our reign, absolutely.”
“It’s adding to it, and if it brings in a good chunk of money to the club, that goes straight to the team, then do you know what, it’s a revenue we should look at.”(more…)
