Liverpool FC stara się wykorzystać ostatnie sukcesy w pozyskiwaniu umów sponsorskich i wychodzi z ofertą naming rights, która ma wspomóc finansowanie rozbudowy Stanley Park. W zeszłym tygodniu ogłoszono podpisanie kontraktu ze Standard Chartered Bank wartości £ 81 mln na sponsora głównego, widniejącego na koszulkach zawodników tzw. ‘shirt deal’ — to ponad dwukrotnie więcej niż poprzednia umowa z Carlsbergiem.
£12 milionów rocznie przez 20 lat
Zaraz po ogłoszeniu kontraktu ‘shirt deal’, Liverpool zaczął szukać kolejnych możliwości. Mówi się o £ 240 milionach wkładu z tytułu naming rights w nowo powstający obiekt (£ 12 mln rocznie przez 20 lat).
This is Anfield
Chodzą pogłoski, że Carlsberg zaproponował kwotę w okolicach £ 100 milionów, ale FA Premier League Club chce oferty bliższej warunkom panującym na rynku amerykańskim.
Zaplanowana rozbudowa Stanley Park wyceniona na £ 600-700 mln została wstrzymana z powodu światowego kryzysu. Jeśli klubowi Liverpool uda się zdobyć pieniądze jakie chce, będzie to mogło w pewnym stopniu zapewnić rentowność projektu.
Szukanie źródeł przychodu
Tom Hicks, współwłaściciel Liverpool FC, mówi, że nowy stadion wzbudzi światowe zainteresowanie ofertą naming rights i pomoże Redsom w rywalizacji z Manchesterem United, który w zeszłym roku pokonał ich czterema punktami w wyścigu o tytuł Premier League.
Hicks chce przekroczyć oczekiwane przychody sponsorskie dla Liverpoolu:
Suma płynąca z umów sponsoringu powinna przynieść 25, 26 milionów funtów dochodu rocznie ($ 42 mln).To ogromny rozwoju klubu. To nie tylko 21 milionów funtów ($ 34 mln), które będziemy otrzymywać z nowej umowy sponsorskiej z Standard Chartered, ponieważ będziemy mieć dodatkowe dwa lub trzy miliony funtów za część “Infinity of the deal.”
Fani będą musieli się przyzwyczaić
Fani nie będą szczęśliwi, przynajmniej na początku. “Anfield” jest nazwą legendarną. Historia Liverpoolu z Stanley Park sięgają 1870 roku. Tak więc pomysł emigracji zespołu Reds do “Prudential Stadium” (Prudential nieudanie ubiegał się o zastąpienie Carlsberga) byłby odebrany jako zdrada historii. Nadchodzą informacje, że protesty już się rozpoczęły.
Najlepsze oferty naming rights do tej pory
Obecnie najbardziej lukratywne oferty praw do nazwy posiadają drużyny: baseballowa, New York Mets i koszykarska, New Jersey Nets. Obie zabezpieczone są 20-letnim kontraktem z Citi Group i Barclays wartymi £ 240m każdy.
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