Excel centre seeks naming rights partner

The owner of London’s ExCel centre is hoping the exposure received during the London 2012 Olympic Games will help it land its first title sponsor.

Nicola Adams

The exhibition and convention centre is offering naming rights. It claims to be the first business venue to offer title sponsorship.

ExCel will be hoping brands respond to the positive association it had with Team GB medal success at the Games. The centre hosted seven events including boxing, judo and taekwondo.

Notable medal successes at the venue included Anthony Joshua and Nicola Adams (pictured) in the boxing and Jade Jones in taekwondo.

It will also host Paralympic events.

The venue’s owner will also have been encouraged by 02’s sponsorship of the Millennium Dome, which is widely seen to have been a success for both brand and AEG.

Naming rights are common place in sport with brands using them to raise awareness. In the Premier League, Emirates backs Arsenal’s stadium, while Etihad provides Manchester City’s ground with its name.


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