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Emirates in Naming Rights Deal for Glasgow 2014 Multi-Sports Venue |
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28 Sep 2012 -
The £113-million ($186-million) complex, which includes the Commonwealth Sports Arena, the Sir Chris Hoy Velodrome and additional sports halls, is to be renamed the Emirates Arena under the terms of a 10-year contract with Glasgow City Council.
The agreement is the largest ever deal struck by the Council with a commercial partner and is worth £5 million, according to the BBC.
The Emirates Arena opens on Friday, October 5 and will stage eight sporting events (in sports such as athletics, badminton, gymnastics and netball) at Scottish, European and world level within its first four months of operation. The venue is located in Glasgow’s east end, close to Celtic Park, the home of the top Scottish soccer club, and the 2014 Commonwealth Games Athletes’ Village.
In addition to hosting international events, the venue will be a national training centre for athletics, basketball, netball, track cycling and volleyball. The Sir Chris Hoy Velodrome will be Scotland’s first dedicated indoor velodrome and will stage a UCI Track Cycling World Cup round in November.
However, the facility will not be known as the Emirates Arena during the 2014 Commonwealth Games, when it will revert back to a name that does not promote the sponsor.
The indoor sports arena has a capacity of 6,500 seats, while the velodrome has a capacity of 2,500.
Richard Jewsbury, Emirates’ senior vice president of commercial operations in Europe, said: ‘‘As a truly global airline we are committed to connecting people and cultures and this new sponsorship in Glasgow is a true reflection of this commitment.
‘‘We sponsor a number of the world’s most prominent international sporting and cultural events and this multi-million pound agreement will not only help to inject significant funds into the Glasgow economy, but will also highlight Glasgow’s place on the international sporting stage.’’
The multi-sports facility is also a proposed venue in Glasgow’s bid for the 2018 Youth Olympics.
Emirates already gives its name to the Emirates Stadium in London, the home of Arsenal, of English soccer's Premier League, in a deal worth £100 million over 15 years, which also includes shirt sponsorship, and came into effect when the venue opened in 2006.
The airline is also one of the top-tier partners of Fifa, soccer’s international governing body, in a deal which includes sponsorship of the 2014 World Cup in Brazil, and is the shirt sponsor of various European teams including Paris Saint-Germain, Hamburg and Olympiakos.
Emirates is also a top-tier partner of the International Cricket Council in a deal which includes sponsorship of major events, including the Cricket World Cup.
Gordon Matheson, leader of Glasgow City Council, said of the agreement with Emirates: ‘‘This is a fantastic deal for the people of Glasgow. Many of the world's top sports venues already enjoy the considerable benefits and prestige secured through a naming rights agreement and this partnership with Emirates puts us firmly in that elite group.
‘‘The Emirates Arena is a truly world-class venue that will host a genuinely world-class sporting events programme. This partnership will bring that venue and global brand together and it will be the people of Glasgow who will reap the benefits. Over the next 10 years this multi-million pound deal will leave a lasting legacy.
‘‘We are one of the world's top 10 sporting cities and the Emirates Arena will play a huge part in ensuring we retain and build on that position in the coming years. We can't wait for the action to get underway at the Emirates Arena.’’
Sportcal |
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