I like the fact that Twickenham is sponsored by both HQ and Fortress. Well done the rugby

Re-naming a stadium just seems to contrived and clumsy. Such an obvious plea for cash, they might as well sell copies of the Big Issue. When it is a brand new stadium it makes sense as clubs use it to finance the build and provide facilities for the surrounding area - people tend to be more forgiving when you deliver a shiny new place for them to sit!

Wow I must be one of the least informed people in the UK, as it has taken until now to find out Ricoh are sponsors of Coventrys stadium I hadnt even heard of them before today. (I just assumed that was the stadiums original name)

What I would say about the branding exercise is that it also helps when the brand in question can create a unique exprience with the audience.

Not being a Coventry fan I cant really comment on Ricohs' activity, but as I have spent many nights at the Emirates, I can say that I am impressed with their strategy to engage and product placement. From the additional shirt sponsorship, to branded goods and the sponsorship/advertising of products.

A simple task have sponsorship of the Arsenal travel club to bolster their sponsorship campaign is a smart move and has synergy throughout.

Ijust wonder how many other companies looking to go down the sponsorship route can firstly engage the audience and secondly create synergies to further promote their company?

You could have temp names like the Labatts Apollo for example

Next year could be the Brown Ale Ground

The Following year perhaps the SAGE accountancy software ground

The Mackems could retaliate by renaming their stadium of light the Nissan Primera which obviously has premier league ambitions

etcetera

hmmm, I think I can smell gooner. They should call it the Barbour Stadium for total appositeness. As for the Emirates (aka Le Librarie Francais) I only discovered the other day that Arsenal actually means shipyard and that it comes from the Arabic 'd'ar sina eh' so things appear to have come full circle for all you gooners.

As for delusions of grandeur, I'll come back to you Monday Ed when we've whupped votre derrieres. Allons y Votre Spurs!

Ha! Sorry Chris - I'm actually a blue... which I guess isn't much/any better than being a Gooner in your book!!! However, I do think Arsenal are a very well run club as much as it pains me to say it.