Chelsea to follow Newcastle United in selling stadium naming rights

LONDON - First there was Scarborough's McCain Stadium, then came Arsenal's The Emirates and Newcastle United's Sportsdirect.com@St James' Park, now Chelsea look set to sell the naming rights for their 132-year-old ground Stamford Bridge.

Read: Chelsea to follow Newcastle United in selling stadium naming rights.

Do these clubs not understand that brands won't want to pay vast sums of money for stadium naming rights if the fans won't refer to it as "brand x " Stadium. The value in Stadium naming rights is in a short name which fans will buy into; not creating a confusing name like brand x @ Stamford Bridge

also, chelsea are shit

With you there, Michael.

Agree on both counts. Fans will call it what they want to. St. James' will always be thus, and Stamford Bridge the same even if they hired those chaps who put buildings on rollers and moved it over to Bermondsey. I can't wait for the announcement. It's so exciting! To recap; Chelsea are ***. Com'on Liverpool.

Plus. Why would anyone want to join Ashley's Stupid League?

It doesnt matter if attending fans call it what they want to, Skysports and the pundits globally will call it by its new name and audiences globally will hear the new name.

True media outlets will be required to call it by its new name but without the fans buy in, there will be no brand loyalty and the brand may even be damaged by its association with the club. You just have to look at St Mary's failed attempt with the mouthful Friends Provident St Mary's even the pundits referred to it as St Mary's

Difficult one as a life-long suffering Charlton Fan. Glad it never happened when FADS was sponsoring us. An account director once told me how the name FADS was born. The story goes: Q: "What shall we call our new Company?" A: "How about Fxxx Axx Discounts" and the name FADS was born! Imagine putting that into a dotcom address!!!! Hardly endearing when it comes to raising turnstile prices is it? If dotcom addresses can retain ticket prices for ordinary fans I'm all for it because no fan will call their stadium by a name it won't accept. Emirates sounds right for Arsenal. Newcastle? I'd prefer the Bobby Robson Stadium. But I'm sure they'll all still call it St James. Newcastle has had a tough time of it recently. Firstly with the departure from the premier league Then the death of Bobby Robson and then the exodus Scottish & Newcastle Breweries Not a good time to rename the stadium. Have a thought for anyone from Newcastle. They're a fine bunch, and they've been through a lot recently. As for Chelsea, I'd call it the loadsamoneystadium.com

Difficult one as a life-long suffering Charlton Fan. Glad it never happened when FADS was sponsoring us. An account director once told me how the name FADS was born. The story goes: Q: "What shall we call our new Company?" A: "How about Fxxx Axx Discounts" and the name FADS was born! Imagine putting that into a dotcom address!!!! Hardly endearing when it comes to raising turnstile prices is it? If dotcom addresses can retain ticket prices for ordinary fans I'm all for it because no fan will call their stadium by a name it won't accept. Emirates sounds right for Arsenal. Newcastle? I'd prefer the Bobby Robson Stadium. But I'm sure they'll all still call it St James. Newcastle has had a tough time of it recently. Firstly with the departure from the premier league Then the death of Bobby Robson and then the exodus Scottish & Newcastle Breweries Not a good time to rename the stadium. Have a thought for anyone from Newcastle. They're a fine bunch, and they've been through a lot recently. As for Chelsea, I'd call it the loadsamoneystadium.com

@ Michael, Richard & Sue: Top of the League!