Bolton Wanderers has enlisted the services of a company which will arrange its next stadium’s naming rights.
The deal for the iconic stadium to be named after the town’s university is coming to an end, and Sporting Group International has been charged with the task of delivering the follow up to the University of Bolton Stadium, colloquially known as the UniBol.
The club has been located at the 28,732-seater stadium site just off M61 since 1997 after moving from Burnden Park – the club’s home since 1895.
Since opening, the stadium’s held a long-term naming rights partnership with Reebok, before agreeing a deal with Macron in 2013.
In 2018 the naming rights were transferred to the university.
The stadium has also hosted the likes of Sir Elton John, P!nk, Coldplay and Oasis in concert, and iss also a regular venue for prestigious Rugby League fixtures, including the upcoming Rugby League World Cup 2021.
Bolton Wanderers chief executive Neil Hart said: “Sporting Group International has worked with multiple global brands and we see this as an excellent opportunity to work together on the new naming rights agreement for the stadium and securing an excellent new partnership for the club.
“We’re very grateful for the ongoing support of the University of Bolton whilst we undertake this process, and we hope to continue our relationship for many more years.”
Sporting Group International has its headquarters in Birmingham, with an Asia office in New Delhi, India, and a new European operation in Dublin.
The appointment follows a very productive spring and summer for the business, after delivering six front of shirt partnerships for top tier European football clubs and several high-profile sporting appointments in its recruitment operation.
Adrian Wright, chief executive of Sporting Group International, said: “The University of Bolton Stadium is firmly established as one of the finest UK football venues outside of the Premier League and its facilities and location make it such a popular venue for high profile concerts, corporate meetings and events.
“Our team at Sporting Group International is very excited to start working on this project and we look forward to collaborating with chief executive Neil Hart and his team at Bolton Wanderers to bring a new brand to the stadium.”
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