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Europe s Clubs Caught Between A Financial Pit And Hallowed Grounds By Arno TARRINI
05/03/21 AT 9:38 PM
As European football clubs struggle to make up for revenue lost in the pandemic, one untapped source of revenue is stadium naming rights, but exploiting them may not be straightforward.
Many football fans have long opposed clubs selling their history, and, during the European Super League fiasco, supporters made clear their hostility to trading tradition for cash.
Furthermore, some big-money sport sponsors, notably airlines, have also been hit hard by Covid-19 restrictions. Many European sports clubs have long been missing out on millions worth of stadia naming sponsorship fees annually, Bryn Anderson, an analyst specialising in sports economics at auditing firm KPMG, told AFP.
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