Angielski Związek Piłki Nożnej (FA) poszukuje dodatkowych źródeł finansowania stadionu Wembley. Jedną z opcji jest sprzedaż praw do nazwy. Na razie zdecydowano się wystawić na licytację nazwy poszczególnych sektorów na trybunach. Czy nazwa całego stadionu również jest brana pod uwagę?
FA zapewnia, że nie planuje zmieniać nazwy słynnego stadionu, ale nie wyklucza ostatecznie takiego rozwiązania. Kwota, za którą Związek zdecydowałby się sprzedać prawa do nazwy całego obiektu, musiałaby dorównać randze stadionu. Mowa przecież o ikonie brytyjskiego footballu!
Wystawienie na aukcję nazw trybun wydaje się być bardzo przemyślanym rozwiązaniem. Stadion jakim jest Wembley ma już ugruntowaną markę, do której przywiązani się kibice na całym świecie. Wystawienie na sprzedaż praw do nazwy poszczególnych przestrzeni obiektu stanowi dowód na to, jak elastycznym rozwiązaniem może być naming rights. Decyzja zarządców Wembley pokazuje, w jaki sposób można połączyć interes sponsora i właścicieli stadionu, przy jednoczesnym zachowaniu tradycji obiektu.
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