BOLTON Wanderers fans are happy with the idea of sponsors' names appearing not only on shirts but also on their stadium, according to research by UK agency SPA.
The research was commissioned for Wanderers and Arsenal. Wanderers are using the findings to demonstrate the value of naming rights sponsorship to its existing partners Reebok, while Arsenal, whose new Ashburton Grove home is under construction, are seeking a naming rights partner. Both sets of fans welcomed the idea of companies signing naming rights deals, and said they felt a particular loyalty to the stadium sponsor, viewing the respective company as being "bound into the fabric of the club as a true partner".
As well as Wanderers fans, SPA also talked to fans from German side SV Hamburg, whose stadium is sponsored by AOL.
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