WORD ON - SPORT 33 Morgan Applegarth gives The Word On... how Top Five sponsorship is tarnishing the strands of tradition 1.
gairrhydd | SPORT@GAIRRHYDD.COM MONDAY NOVEMBER 16 2009
Most ridiculous sports sponsorships
Undeniably, capitalist mindsets are having an increasing effect on the sports industry and nowhere more noticeably in football. The game is constantly shrouded in take-over talk or transfer gossip, so much so that someday it’s not uncommon for headlines to be about nothing other than off-thefield antics. It is this area of the beautiful game that has interested me lately as I learned about a recent change of name for one of Britain’s most well known stadiums, St. James’ Park. A couple of weeks ago it was revealed that the home of The Magpies has been re-named to the laughable “sportsdirect.com@St. James’ Park”, as means of attracting bigger investors. I’m not entirely sure what elements humour me the most; the long-winded nature of the name or the fact that it actually includes the “@” symbol. Either way, it seems that the marketing directors have added to the already damaged reputation of the club, who frequently featured on the back pages last season due to the team’s poor performance and regular balls-ups going on ‘behind the scenes’.
Money is leaving a stain on the tradition of the sport Now, although not a recent trend, name changing is definitely an issue on the minds of some traditionalists, who antagonise the concept. A recent poll by The Guardian which asked readers “Should football clubs sell the rights to stadium names?” a whopping 85.6% said “No”. A Guardian poll probably won’t change the mind of the guys at the top, but for sake of discussion, it seems that the majority aren’t welcoming of name tampering. But what are the reasons why clubs toy with the idea? It’s pretty simple really. It’s not because the members of the board are trying to inject modernity into the clubs (not directly anyway), they do that by approving outrageous kit designs (check out Bolton’s kit that features a pocket on the shirt, ridiculous). Instead, the reason is revenue fuelled – clubs are trying to gain extra pennies to keep afloat and grow in power by trying to scrape their hands on as much cash as possible. As a result, local and global businesses are sprawled across merchandise and fashioned by supporters
day-in-day-out. It seems the amusing actions taking place in Tyneside has led to the revealing that other clubs may be following suite. Chelsea are tipped to be welcoming change and Aston Villa are rumoured to be replacing the name “Villa Park”, but not if the feisty Irishman Martin O’Neill has anything to do with it as he categorically denied the rumour. However, it’s not just in football where fans are witnessing the influence owners and sponsors are having. One of cricket’s most famous grounds commonly known as “The Oval” is officially named “The British Insurance Oval” and across the pond, NHL team Philadelphia Flyers have had their arena name changed four times (the most noticeable change was when the arena became known as “The First Union Centre”, or “The F.U. Centre” for short…). There are hundreds of cases where names have changed, some having a greater impact than others. When I talk of tradition, I am talking about the change of a long-standing name that other generations can recognise and associate with. Up until last week, Newcastle’s hallowed turf had been solely named “St. James’ Park” since 1892 but that is now only a chapter in the clubs history. As someone who has been watching football from a young age, I feel that the naming of grounds is somewhat overlooked. Raised as a follower of
League 2 club Aldershot Town, I’ve become familiar with the name of their home ground. But last season, the club became one of many who are looking for a cheeky cash injection by providing the naming rights of the ground to the highest bidder. What was once “The Recreation Ground” (original, I know) is now “The EBB Stadium at The Recreation Ground”. To begin with, I wasn’t welcoming of the change but can now take some relief in that it doesn’t read like an email address. For me, it will always be “The Rec”.
It seems that money addicted businessmen care more for their company's name being emblazoned anywhere they can flaunt it This got me thinking about the effect name changes have on spectators. Take Arsenal’s “The Emirates Stadium” for example. Since day 1, the Gunners’ fortress has been named after the current club sponsor having received a whopping £100million pounds for a 15 year naming-rights deal. What I question is what people
will call the stadium once the deal is finished? Will it remain “The Emirates” or will people revert to the site on which the ground was built, “Ashburton Grove”? The same thoughts can be applied to Burton Albion’s “Pirelli Stadium”. My position in this under-thought conundrum sways more toward the idea that money is leaving a stain on the tradition of the sport. Personally, I feel that a club’s home provides the likes of spectators and players a point in which they can associate with, a reference point for all the emotion that has oozed from blades of grass. Sadly though, it seems that moneyaddicted businessmen care more for their company’s name being emblazed anywhere they can flaunt it. Of course these deals do more than I’m giving credit for. The money will go toward future signings or improved facilities (so they say anyway), which can only aid the reputation of the club. It seems that the strands of tradition are being picked at slowly, making clubs more impersonal. Perhaps I’m reading far to into this, that tradition isn’t being tarnished, rather it is evolving with the times. Whatever your opinion, I believe clubs should hold onto one of the last remaining factors that football generations can all identify with; understanding what is meant by “Craven Cottage” rather than “The wealthy man from Harrods Presents the Fulham Arena” .
Deportivo Wanka: Actually the best name for a team ever. Technically not a sponsorship but they did sell more shirts because of this name.
2. Dick's Sporting Goods: When it was erected fans thought it was a rather small stadium. However it was built on foundations with potential for growth.
3. Pooh Jeans AC Milans shirt sponsor: Gives a whole new meaning to the chant "you're shit and you know your are". Although they are shit hot.
4. Total Network Solutions are now known as 'The New Saints'. This name was made famous by Jeff Stelling who coined the phrase 'they'll be dancing on the streets of Total Network Solutions tonight."
5.
GHOST TOWN: LOOKS LIKE THE STADIUM DESIGNERS OVERCOMPENSATED FOR SEATS
SportsDirect.com at St James's Park: The new name that has sparked off so much debate. No one is going to call it this stupid name anyway though so calm down you Geordies!