Lansdowne naming rights to make millions

Naming rights for the new Lansdowne Road Stadium could earn the IRFU and FAI around €75m over 15 years, it emerged today.

The famous stadium’s name is to be consigned to the history books with companies allowed to bid for the rights from next month, IRFU chief and stadium development committee chairman Philip Browne said.

It is understood any deal could be worth around €5m a year.

The old ground, which was built in 1872, is being redeveloped in a joint venture between the two sporting associations into a €350m, 50,000-seater complex, due to open for matches in 2010.

Demolition was completed last month after planning permission was granted by An Bord Pleanála in March, amid strong objections from local residents.

Presenting an update on the development, Mr Browne said: “They [naming rights] will be going to the market and that is an important element of our commercial artillery. The reality is that 15 years is usually a good term in a contract.

“In terms of value, we’d be talking about millions per annum. The market will ultimately decide, but that’s where we’re at,”

No major stadium in Ireland has ever been renamed by a sponsor, but there are examples in England and Australia.

Arsenal FC and Emirates Airlines agreed a deal for the naming of the club’s new ground last season to Emirates Stadium.

Liverpool FC wants to raise £100m (€148m) in a deal that will see a corporate sponsor awarded naming rights to its new stadium, while in Australia, the Sydney Olympic Stadium has been renamed the Telstra.

US specialist company Wasserman Media Group has been appointed to market the Lansdowne rights, the same group behind the Arsenal/Emirates deal.

Meanwhile, redevelopment of the stadium remains on schedule, project manager Colm Moran said.

All demolition works have been completed and the Lansdowne Road Stadium Development Committee (LRSDC) are considering final tenders for the appointment of a main contractor.

Work is expected to finish before the end of 2009 to make way for the first matches in early 2010.

The IRFU and FAI both confirmed there had been strong interest in corporate seats and corporate boxes.

Ten-year corporate tickets for rugby games had been heavily oversubscribed, Mr Browne said.

Local residents though said their objections to the development did not end with the granting of planning permission.

Terry Byrne of the Bath Road Residents Association, whose houses are located close to the development, said they would consider taking their concerns to the courts if not addressed.

“There are relations to noise pollution, night-time issues, issues with concerts and matches into the future.

“There are issues with traffic, and these are things we want to talk to the IRFU about.

“As a residents association we accept the planning process, but it doesn’t mean that individuals who are not happy with compensation can’t take court cases, or indeed if there is nuisance we as residents association can’t take a court case into the future,” he said.

A spokesman for the development committee said it is working closely with residents.