The new name will appear on maps, on the news and in print, but if it isn’t spoken of in the streets, among family and friends - if it doesn’t become part of the language - the chances of achieving the various business objectives will recede.
FULL HOUSE: The south stand in Páirc Ui Chaoimh. Pic: Eóin Noonan/Sportsfile
Stadium naming rights deals are among the most lucrative, and often complicated, sponsorships in sport. Commonplace in all the major sports in the United States but still somewhat less so in Europe, at their best they can have a transformative effect for the sponsoring brand and the partner venue.
However, there’s a delicate balance to be struck between doing a deal that injects significant income into an organisation and one that appeases fans, who may well be accustomed – and even emotionally attached - to another name or nickname for their ‘home’. The latter certainly appears to be true for Páirc Uí Chaoimh or, as it is about to become, SuperValu Pairc.
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