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.

Recommended

Word of mouth

The new word of mouth

Mindi Chahal

The emergence of social commerce is taking word of mouth marketing to its next level by rewarding friends who go online to recommend products and services with cash, discounts and offers.

ChivasRegal304

Pernod Ricard readies festive marketing drive

Seb Joseph

Pernod Ricard is readying a Christmas marketing offensive with spending significantly up on last year for some of its flagship wine and spirit brands as it looks to maximise sales in the crucial festive period.

Comments

    Leave a comment