Finance Guru: Man United have ‘major problem’ after £27m naming right reveal
Man United would struggle to attract a big-ticket naming rights deal for Old Trafford as the stadium’s original title is simply too iconic.
So says finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the value of a potential rights deal at Theatre of Dreams.
Analysis published by The Athletic last Wednesday (9 February) found that a naming rights deal would be worth £27million-a-year to United.
That is the highest figure in the Premier League, and it is also claimed that the Red Devils could demand twice that fee if they moved to a new stadium.
But reports suggest an expanded South Stand is in the design stage and the prospect of United upping sticks any time soon is out of the equation.
Plumley explained the one “major problem” United would have with trying to attract a sponsor for a naming rights deal at their current home.
“Even £27m seems quite low in relation to United,” the Sheffield Hallam University expert told Football Insider‘s Adam Williams.
“Look at the Barcelona deal that might go through with Spotify. That’s over £200m.
“There is money to be made in stadium naming rights, but how much exactly is anyone’s guess.
“In some ways, it’s harder for the big clubs because no one is ever going to not call that ground Old Trafford.
“You could put Anfield and Villa Park in that bracket but there is a problem there for anyone that is going to put up the money.
“The fans and the media are going to call it Old Trafford. Sponsors will look at that and ask what they are paying for. That’s the major problem here.
“Barca might have this. Who’s going to call it the Spotify Camp Nou? It only really works on new stadiums.
“Arsenal went with the Emirates from day one. City’s ground didn’t have a catchy name when they moved from Maine Road and then the Etihad stuck.”
United began a new front-of-shirt sponsor partnership with TeamViewer at the beginning of the season.
They have also recently signed off on a training kit sponsorship with blockchain firm Tezos.
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