Nowadays, it’s not uncommon for stadiums – particularly newly-built ones – to take on the name of a sponsor.
With little history attached to a newly-constructed stadium, it’s an easy way for the team that plays there to earn a few million quid without upsetting its supporters too much.
But sometimes, stadium sponsorship can go a little too far, as is the case with Super League side St Helens’ new deal.
Langtree Park, Saints’ home since leaving Knowsley Road six years ago, is set for a rebrand, after agreeing a five-year-deal with an e-cigarette company.
This means that Saints will now play their games at the… wait for it… Totally Wicked Stadium.
Totally Wicked have previously sponsored the North Stand at the stadium but will take over the principal naming rights of the stadium from the start of next year, according to The Guardian.
The St Helens chairman, Eamonn McManus, said: “Totally Wicked has been a loyal and valuable supporter and sponsor of Saints for the last four years.
“For the club, this new increased sponsorship deal was a natural development of an already established relationship that has been of tremendous benefit to the club, not just financially, but also in supporting our wider health objectives.
“The club plays an active role not only in sport, but also in health and education, and over the last four years of working with Totally Wicked, we have been able to create a supportive and vape friendly atmosphere at the club.
“We believe this new deal will further this pioneering work by not only helping to raise awareness yet further of the damage smoking tobacco can do [but] also in deterring people from taking on the habit in the first place.”
The new name for the stadium amused Rugby League supporters:
https://twitter.com/patto1878/status/803984751136796672
Now that @StHelensRLFC are playing at the Totally Wicked Stadium,I can't wait until @WiganWarriorsRL play at 'Yeah Boi Arena'
— paulmc (@paulmac_78) November 30, 2016
Sky Sports reporting Langtree park is to be renamed "The Totally Wicked Stadium"? Seriously? Someone at St Helens has a sense of humour.
— RonB (@ronbrett) November 30, 2016
Are you having a laugh! It was bad enough having one stand called Totally Wicked let alone the stadium. https://t.co/5X9INwPKLe
— Chris Kerr (@CJKEZZA) November 30, 2016
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