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No naming rights for the OS

Filed: Thursday, 19th October 2017
By: Staff Writer

The Olympic/London Stadium will remain thusly named for the foreseeable future after it was revealed that the LLDC would no longer be seeking a corporate sponsor.

It was confirmed during yesterday's London Assembly meeting that the LLDC (London Legacy Development Corporation), who are charged with the day to day of the stadium will seek discussions with West Ham United before proceeding further.

David Goldstone, representing the group cited the number of stadium partners as problematic; he told the meeting that having several parties involves "makes it a challenging sell" to sponsors.

And as such, the bid to find a naming rights partner was currently on hold.

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Speaking last year about the inherent difficulties involved with finding a partner, marketing expert Tim Crow said: "The Olympic Stadium hasn't been chock-full of content since the Games, so that makes a key difference. Effectively, you’re just becoming a sponsor of West Ham".

The Mumbai-based Mahindra Group were the first corporation to signal their interest in sponsoring the stadium, but the deal fell through a year ago this month after a "period of exclusivity" expired without an offer being made.

Meanwhile a £20million, six-year deal involving Vodafone similarly fell through in May of this year - although West Ham would have seen none of it, as the club signed off a deal entitling the stadium owners to the first £4m per year of any naming rights agreement.

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