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Value of St James Park naming rights revealed in new Premier League report

4 years ago

A newly released report has given the naming rights value of all 20 Premier League stadiums including St James Park.

Duff & Phelps are the ‘premier global valuation and corporate finance advisor’ and they have updated their Stadium Naming Rights study.

Back in 2013, they estimated the value of all 20 Premier League stadiums’ combined naming rights at £74.6m for the 2013/14 season.

Four seasons later, for 2017/18 they believe there has been an 80% increase, with the combined value of the 20 PL stadiums being £135.6m for the 2017/18 season.

No surprise to see Old Trafford rated at £26.2m per season if offered for naming rights, which is £7.1m more than Manchester City in second place.

The top six clubs who regularly get exposure in European competitions as well as the Premier League, account for over 77% of the £135.6m potential money the 20 clubs could attract, according to the Duff & Phelps report.

The Duff & Phelps report:

‘With its 52,405 capacity at St James’ Park and dedicated fanbase, Newcastle United ranks in the top half of the table. Leicester City FC, 2016 Premier League winners, have already secured a naming rights deal, and come in at mid-table in the naming rights league.

Commenting on the findings, Trevor Birch, Managing Director and Head of UK Sports at Duff & Phelps, said:

“Sponsorship demand for the content rights of the top clubs in the Premier League shows no sign of abating. We have seen enormous increases in rights values of the elite clubs over the last couple of years, especially regarding shirt branding and product endorsement. Although the UK hasn’t embraced Stadium naming rights as enthusiastically as the United States, its potential to become an important revenue stream is highlighted by these figures. Clubs are continually looking at ways to generate extra value, and given the gilt-edged international demand for the Premier League TV rights, we may be entering a period where we start to see clubs monetizing their stadium rights. This is potentially a huge opportunity for clubs, with 40% of Premier League clubs, including Arsenal, Man City, Leicester, Stoke City, Brighton and Hove Albion all granting stadium naming rights to their grounds in recent years.”

Michael Weaver, managing director at Duff & Phelps and Head of UK Valuation Advisory added:

“Over the past four years, the potential value of stadium rights has nearly doubled. In addition, we are seeing football clubs continue to explore new revenue streams. Just this season, several clubs have announced shirt sleeve sponsorship deals, such as Everton with Rovio Angry Birds. Premier League performance has a powerful value attached to it, and clubs are increasingly trying to maximize that value.”

Duff & Phelps Premier League Stadium Naming Rights valuation league table:

As you can see, Newcastle come out of it as ninth highest, with an estimated £3.6m per season valuation.

Obviously the report is using a lot of guesstimating in their figures.

Interesting to see they value Newcastle (based at least partly on how many times chosen for live TV coverage?) above all but the top six and Stoke & West Ham, with the likes of Everton rated lower.

In their report they say the move to the London Stadium has increased the West Ham value to that £4.8m figure,

As for the Stoke City anomaly, that will be due to the fact that along with a number of other clubs, the Potters already have a naming rights deal.

Presumably that £6.3m figure is what BET365 are currently paying.

The owners of BET365 are also owners of Stoke City and as opposed to Mike Ashley who gave naming rights for free to his Sports Direct brand, the Stoke owners look at this as a way to get MORE money into the club, not a free spin-off for something else that they own.

I assume no Newcastle fans would see St James Park renamed for £3.6m per season as a good idea. As to what figure supporters would possibly consider, if new ambitious owners were in place, as a good deal to make…is open to question.


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