West Ham: Top two contenders emerge in battle for London Stadium naming rights

Hammers to be heavily involved in talks as Allianz and Stage Front both compete to make their brands front and centre at the former Olympic venue

The multi-million-pound battle for the naming rights for the London Stadium looks set to be a two-horse race between Allianz and Stage Front.

The London Legacy Development Corporation (LLDC) have been involved in lengthy negotiations over a naming rights sponsor for West Ham’s home.

A host of companies are believed to have voiced an interest but the front-runners, as first reported by SportBusiness, have now emerged as Allianz, the German financial services provider, and the American-based ticketing firm Stage Front.

The stadium is owned by E20 Stadium LLP, a body set up by the LLDC to transform the stadium, but West Ham will be heavily involved in any negotiations with regards to a possible naming rights deal.

The venue, as well as the wider Olympic Park, is seen as an inviting prospect for what is an ever-expanding site 11 years on from being the centrepiece of the London Olympics.

The LLDC said it would not comment on any prospective bids for the naming rights or any financials around a potential deal.

Allianz already has a host of naming rights at the homes of Bayern Munich, Juventus and Nice, and has been looking for a stronghold in the Premier League.

The London Stadium has hosted West Ham since 2016 but is owned by E20 Stadium LLP
REUTERS

Stage Front, meanwhile, has the naming rights for Spanish side Espanyol’s stadium.

There is no timeframe over negotiations for naming rights for the London Stadium, although there had previously been hopes that a deal could be finalised before the start of the current 2022-23 Premier League season.

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