City naming rights may be part of multi-channel marketing strategy

A company may find its multi-channel marketing strategy is enhanced by securing naming rights to the City of Manchester Stadium, the home of Manchester City Football Club.

The stadium is rented by the club from the city council, having originally been used as the venue for the 2002 Commonwealth Games, but the authority has given permission for the club to seek a sponsor to name the facility as a means of raising funds.

As well as being able to have their name attached to the venue, the sponsor may be able to market its products via other channels such as the match programme, pitchside boards and the club website.

Other clubs whose grounds carry such names include Arsenal and Bolton Wanderers, whose homes are named after Emirate's Airlines and sports shoe maker Reebok.

The issue of customer loyalty and attachment to a stadium name is unlikely to be an issue, as City left their former home of Maine Road less than a decade ago.

Although the club has spent a massive amount on player transfers since being taken over by an oil-rich Abu Dhabi-based group, new rules concerning the ratio of spending compared to income are being introduced at European level to curb clubs' reliance on rich benefactors.

The club is hoping to create a new era of success, having failed to win a trophy since 1976 while neighbours Manchester United have piled up the silverware in the meantime.